SCA to offer real-time targeting with ‘world-first’ ad-tech
Southern Cross Austereo has unveiled what it calls “world-first” advertising technology that uses artificial intelligence and Listnr’s trove of first-party user data to target in real time.
Listnr Precision Plus builds on the company’s adtech stack, built 18 months ago, to deliver real-time campaign optimisation, allowing brands to shift campaign targets on the fly, using AI-powered targeting, advertiser data matching, and first party data signals from Listnr’s 2.4 million signed-in users.
The product was launched at a media event in Sydney on Wednesday morning, where Oliver Newton, executive head for Listnr Commercial, explained how it functions.
“The next frontier for us is to deliver … live optimisation within campaigns, and what we mean by that is you could give us any metric for campaign success, and we can generate what that looks like in real time during the campaign and start delivering live optimisation on that campaign.
Olly Newton and Kim Loasby presenting the future of audio advertising, in Sydney
“So for example, [group one] might react to a particular ad in a certain way, while [group two] reacts in a different way. We’re able to understand that in real time and start dialing up and dialing down those nuances, based on a whole range of metrics.
“It’s going to be a global world first for digital audio in terms of being able to target first party data with live optimisation and start delivering real-time insights that we then deliver in real results, for anyone that comes with us on this journey.”
A hype reel played at the event explains further: “AI-driven suggestions across varying data sets, audiences, creative outputs and attribution deliver best-in-class campaign optimisation via one managed service.”
Listnr’s Ad tech capability goes well beyond host-read advertising.
Advertising campaigns can pivot in real time if an objection is met early (e.g. the target has already clicked through and purchased the intended item), if the goal of a campaign shifts based on early responses, or if real-time audience data suggests an ad is best served elsewhere. A more sophisticated form of A/B testing can be applied, with differing bits of creative going to different subsectors, which can then be redirected or doubled down on within similar demographics, based on the real-time audience response.
As Newton explained to Mumbrella after the event, a brand’s campaign objective is as important as who they wish to target, and Listnr has built the data stack to achieve this.
“If the campaign metric is footfall visit in a store, we’ve got the technology to see when someone consumed an ad, and then when they went in a store.
“If it’s click through, we can put a pixel on a company’s website, where they’ve listened to an ad, and then they’ve ended up on Nike’s website. So, it depends what the metric of success is for that campaign.
“Because some people go, ‘hey, success is just buying a product.’ Some people might just want [the listener] to understand and explore that product.”
They may also discover someone is buying a different product by the same brand and realign accordingly. This may also inform the next campaign.
Oliver Newton
Newton claims Listnr’s 2.4 million signed-in users gives it a built-in advantage over other media outlets.
“You sign up to Listnr with an email address, right? That creates the closed environment that means we’ve got 100% addressable audience that’s completely future-proofed against any changes to GDPR, cookie-less futures, all that stuff.
“We’re the only digital audio platform in Australia that’s got 100% signed-in user base. Then you go, ‘how do you put more colour on that?’ So, you put more colour on it by essentially going, ‘Okay, we know where people live. We know where they work. We know when they’re travelling to work. We know what types of things they’re interested in, and we can put more and more insight on that.’
SCA’s partnership with DataCo, who provide purchasing and transactional insights, adds an extra layer to the targeting.
“We can literally go, ‘Someone listened to Hamish and Andy. We know where they’ve spent their money, where they over-index on spend, what their interests are, where they under-index on spend. We can do that down to an individual brand level as well.
“How granular can you go? We can go one-on-one. But, obviously, it’s about building an effective campaign, too.”
And if the campaign isn’t working – now you can change course in real time.
Listnr Precision Plus will be available to advertisers from October.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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