ARN launches dynamic real-time targeting and phone-shaking tech
Australian Radio Network – the parent company behind radio brands Kiis, Pure Gold, The Edge, and iHeartRadio – has launched ‘Dynamic Audio’, advertising technology it says is “world first” by allowing dynamically targeted ads on AM, FM and DAB+ radio in real time.
The technology was already implemented for the iHeartRadio Australia app, with the expanded application delivered in partnership with audio technology company A Million Ads, of which ARN is the exclusive local production partner.
ARN said the launch delivers “time-saving, cost-effective, automated and simple solutions for clients” and “gives advertisers a better way to measure and account for the success of their radio campaigns using real-time data”. The radio business pointed to research figures showing a 52% growth in advertisement recall, 49% rise in engagement and 240% uplift in customer conversions thanks to the technology.
Chief commercial officer Pete Whitehead said the innovations will “radically change the way we help our clients”.
“Never before has a media company been able to automatically deliver tailored advertising to radio audiences in real time, but that is exactly what ARN can now do,” he explained.
“We can help advertisers send the right message, to the right audience at the right time… in real time. This technology can be applied by ARN for any client across any industry, whether it’s a retail business who want to advertise a sale or a food delivery business who has a new menu item they want their customers to try.
“The increased conversion of personalised, real-time messaging is undisputed and will radically change the way we help our clients connect with audiences, through AM, FM, DAB+ and iHeartRadio.”
Whitehead
The strategy also involves ‘Shake Me’ technology, which allows listeners to respond to an ad’s call to action by shaking their phone or using a voice command.
“What is so exciting about the Shake Me technology for our clients is we have removed all barriers that usually come following traditional advertising’s call to action,” Whitehead continued.
“For example, a person listening to an ad for a new car can now simply shake their phone or give a voice command to open a website, get directions to their nearest dealership or even call the dealership directly – making it easier than ever for our advertisers to ‘close the loop’. A listener doesn’t even have to unlock their phone or look at their screen to access an advertiser’s offer.”
CEO of A Million Ads Steve Dunlop added that the partnership was an “obvious choice for us”, while ARN CEO Ciaran Davis explained that: “In the early stages of the COVID-19 crisis, all shows across our network were able to instantly adapt the content they were creating for their audiences and advertisers. Only audio has the capacity to turn around new messaging within hours for clients and leverage the genuine connection radio talent have with their audiences.”
The announcement follows the radio business’ recent restructure of its commercial team. Despite the tech launches, it has not been immune to the COVID-19 induced hit to advertising revenues, last month implementing four-day weeks, 10% pay cuts for talent, and 20% cuts for management.
At the end of March, it was revealed that ARN chief marketing officer Anthony Xydis would be leaving the business after seven years.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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‘World First”? I don’t think so. Can we all stop making these types of claims as they are not correct. Sorry but this kind stuff is half the problem in the media industry.
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Shaking your phone will become the new “fat fingers” accidental click.
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