Southern Cross Austereo announces exclusive partnership with SoundCloud for ad sales representation

Southern Cross Austereo has partnered exclusively with open audio platform SoundCloud in an advertising agreement which will see SCA serve as the single point of contact for advertisers to reach SoundCloud’s audience in Australia.

SouncCloud had previously shut up shop in Australia, however, the new partnership will allow SCA to offer clients digital audio solutions across SoundCloud, Live Radio Streaming and Catch Up Radio Podcasts, creating a commercial reach of over 3m monthly users.

SCA chief sales officer Brian Gallagher said the partnership would give the company extraordinary reach in the digital audio space.

“We are looking forward to bringing real scale to the digital audio marketplace with our combined offering,” said Gallagher.

SCA’s Gallagher

SoundCloud’s chief operating officer, Michael Weissman, said Australia was a key market for the platform.

“We look forward to offering advertisers more opportunities to reach our audience of tastemakers who are driving what’s next in music culture,” said Weissman.

“With SCA as our dedicated partner, we’ll be able to leverage their incredible reach and leading sales support team as we continue to grow our service in Australia.”

SoundCloud is the world’s largest open audio platform and has over 200m tracks from 20m creators which are listened to across 190 countries, the company said.

SCA is confident that the digital audio market is seeing significant growth, with the recent IAB Audio State of the Nation Survey stating that 84% of buyers intend to invest in Digital Streaming Audio in 2019.

SoundCloud’s audio and video inventory will be available programmatically and directly, exclusively through SCA beginning April 1.


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