Global has launched a new platform that will give advertisers a single buying point for digital music brands across connected mobile devices.
According to the company, the “revolutionary” new platform, called The Digital Audio Exchange, will give access to a range of music streaming platforms, digital radio brands and audio social networks in one single buy.
Launch advertising partners include Vodafone, Lexus, Costa, eBay, Virgin Media, ASDA, Heinz, Philips, Go Compare, EE, Nandos and 20th Century Fox.
DAX gives brands access to more than 30 premium digital music platforms including Spotify, Blinkbox, Mixcloud, audioboo, Bauer Media’s Absolute Radio Network - including it’s digital decade brands including Absolute 80s and Absolute Radio 90s - as well as Global’s Classic FM, Capital, Capital XTRA and LBC brands.
“This is an incredibly exciting innovation as we are now enabling advertisers to tap into a huge audience they couldn’t previously reach, while creating a new revenue stream for digital audio publishers,” said MD of commercial at Global Mike Gordon. “This market is worth an estimated $1bn in the US. Given the support and collaboration we have already received from both digital audio publishers and advertisers, we are very confident about its potential.”
Giles Jespon, chief marketing officer at Heinz, commented: “DAX brings an opportunity that no other media platform in the UK currently offers. We are committed to innovation and testing new ways of connecting with our customers, so I am pleased that we are a launch partner. Global's investment in a strong technical infrastructure, combined with their expertise in audio and ability to collaborate with other great streaming services gives me confidence that DAX is set up for success.”
Paul Davison, head of digital trading at Amplifi, said: "Audio advertising makes complete sense on mobile because it fits in with how people are consuming music. Global has already proved digital audio's ability to deliver results for advertisers on mobile, so we are very excited by the increased opportunity that DAX provides. By offering a scalable audio ad product across a variety of digital music streaming services it is set to be one of the most exciting innovations in the digital market."
Camilla Harrisson, CEO of M&C Saatchi, added: "DAX is brilliant and its arrival opens up a world of new and exciting creative opportunities for agencies and brands. Using services like Mixcloud and Spotify alongside more premium music brands such as Capital, Classic and Absolute we can reach and engage new audiences with creatively compelling audio that totally owns the mobile moment."