Commercial radio teams up for unified digital audio ID
Commercial Radio & Audio has announced a unified digital audio ID that will simplify the way marketers buy digital advertising across ARN, Nine, Nova, and SCA.
The CRA revealed details at its annual audio showcase event HEARD on Tuesday afternoon.
The unified digital audio ID will exist alongside the station’s individual programmatic offerings and is “designed to deliver cross network campaign optimisation through improved management of reach and frequency and enhanced targeting capabilities, enabling marketers to achieve greater scale and enhanced efficiency in their digital audio strategy”.
Lizzie Young, CEO of CRA
The CRA Audio ID will launch in June with streaming radio, with podcasting to be wrapped into the offering at a later date.
CRA chief Lizzie Young told conference attendees that the Australian market is “in the midst of a digital audio boom” with the highest audiences in the last twenty years.
“The shift to digital consumption continues to grow as a portion of the overall audience but our revenue is yet to match our audience,” she explained.
“According to the latest Infinite Dial research five times more Australians are listening to radio than ad supported Spotify yet we know we underperform in the total addressable digital audio ad market.
“This unified digital audio ID will make it easier for advertisers to achieve a more seamless buy, unlock better targeting and superior campaign results across Australia’s local and biggest ad supported audio players.”
Young called the launch of the CRA Audio ID “an important milestone” in radio’s digital transformation.
“It will enable better outcomes for marketers and sets a course for audio’s future as an effective and easy to buy medium.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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It was such a missed opportunity that this announcement was just a bullet point in the opener and not properly launched with a song, dance, and show off – or even a vision of what it will be. Smacks a bit of being at best an idea with a quick logo than anything commercially real.
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CRA is getting less relevant than it used to be which is a hell of an achievement. When will this sector grow up?
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Can we skip the statements, what are your suggestions for them increasing relevance?
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Better late than never
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