a2x! by Triton Digital!! Australia s Leading Audio Ad Exchange!

Transcription

1 a2x by Triton Digital Australia s Leading Audio Ad Exchange

2 What s Inside Background - Triton & SCA Audio Landscape AU Insights & Trends a2x Overview Digital Audio Best Practices Targeting Tracking & Attribution Reporting Results

3 Triton Digital & SCA In 2015, Southern Cross Austereo and Triton Digital partnered to bring the world s first digital audio advertising exchange, a2x, to Australia. SCA is the a2x operating partner in Australia & New Zealand for both Triton managed-service and self-serve buyers. " "

4 There Are Many Facets That Make Up the World of Audio Triton Digital Broadcast Satellite Streaming Audio distributed via the radio waves Digital audio transmitted via orbiting satellite Digital audio transmitted via the internet

5 A Complimentary Channel Complimentary channels strengthen brand message when closely aligned Print" TV" Broadcast" Web" Video" Audio"

6 Audio s Place In The Funnel Reach Frequency Recall Broadcast & Out-of-Home Targeted Engaging Scale Digital Audio & Video Optimized Commodity Long-tail DR & Performance Display

7 Benefits of Programmatic Audio Unparalleled listener-level targeting makes for meaningful & effective ads Immersive Non-skippable Low ad fraud Mobile-first medium - No small-screen barriers Large and growing global audience Strong Ad Recall

8 Programmatic Audio Broadcast Encoding Network Player / App User Live stream is broadcasted Broadcast is encoded with programmatic programming breaks defined Ad Serving A unique stream is delivered to each player/ app with targeted ads stitched directly into the content eliminating detection by ad-blocking software The user experiences a seamless ad-supported listening experience Ads are stitched into the stream replacing the original broadcast ads Ad Decisioning Campaign s requirements and audience profile are utilized to select targeted audio ads

9 AU Insights & Trends

10 Delivers on Traditional Day Parts 29% Of Australians and regularly stream music while driving in their car Source: Music Streaming Survey August 2014 All People 10+ n= 3,054, conducted by SCA Research"

11 A Mobile-First Medium 92% of a2x Australia is mobile-based Source: Music Streaming Survey August 2014 All People 10+ n= 3,054, conducted by SCA Research"

12 AUS Ad Spend Digital Audio Advertising Forecasted for a 12.7% Increase in 2017 Source: 19% PWC Australian 20% Entertainment 21% & Media % 27% 34% 39%

13 a2x Overview

14 a2x Australia s Premiere Digital Audio Marketplace The audio ad exchange, a2x, is the world's first programmatic buying solution for digital audio. The industry-leading exchange allows you to unleash the power of programmatic audio by executing non-skippable & brand safe audio ad buys across a highly engaged digital audience. Opportunities 1.3M Total Impressions/Week 5.2M Total Impressions/Month Audience At Scale Access digital audience from over 2,050 live & on-demand audio stations from across the globe Brand Safe We partner with licensed broadcasters and top-tier internet radio publishers to assure the quality inventory & brand safety you can trust IAB DAAST Certified Compatible with the Digital Audio Ad Serving Template (DAAST) specifications, a2x abides by industry standards for digital audio ad delivery, execution, & reporting

15 Premium Brands

16 DSP Integrations Integrated DSP s Open Auction Support Programmatic Direct Support Inclusive of it s Own Creative Manager Yes Yes Yes Yes Yes Yes Yes No Yes Yes No Yes

17 Digital Audio Best Practices

18 Digital Audio Best Practices Consider reach and frequency to build recall Utilize frequency capping for addressable audience Have multiple creatives that are memorable and entertaining Provide digital-centric call-to-actions Track both audio and companion units from the beginning of your campaign for most detailed reporting Utilize audio experts to insure strategy meets requirements

19 Audio: 15 or 30 second duration ads Synced Banners: 300x250 Ad Units

20 Targeting, Tracking & Attribution, Reporting

21 Targeting Capabilities Target by Age Gender Cookie AdID Geography Regional Metro Device

22 Tracking and Attribution Track everything (audio & display units) Use player and server side information to provide best results back to your tracking systems Macros for a2x Example of Macros include: Passing Mobile Ad ID, User Agent, IP Address, Publisher, Station, etc. For the most detailed consumer reporting, utilize tracking systems that complement your KPI

23 Supported Macros Inventory Macros PUB_NAME The name of the publisher; e.g., CBS_RADIO PUB_ID The numerical ID of the publisher as assigned by Triton Digital; e.g., 5679 STATION_NAME The name of the station; e.g., KROQFM STATION_ID The numerical ID of the station as assigned by Triton Digital; e.g., Listener Macros COOKIE The Triton Digital cookie ID AD_ID The mobile advertising ID, whether device runs ios or Android (i.e., an IDFA or AdID) IDFA The Apple IDFA (ios devices) GAID The Google Advertising ID (Android devices) IP The IP address of the device USERAGENT The User-Agent header of the device Buyer Macros CREATIVE_ID The ID of the creative as sent by the DSP BUYER_ID The ID of the buyer as sent by the DSP ADTREK_ID The creative ID from Triton s ad server Transient Macros RANDOM A random string for cache busting CACHEBUSTER A random string for cache busting TIMESTAMP Unix timestamp in seconds

24 Reporting The DSP is generally the first resource for reporting out on campaigns Examples of DSP reporting are Spend/Pace Delivery by impressions, geo or device Frequency & recency Creative reporting, including quartiles and clicks Triton Auxiliary Reporting Publisher/Station Format/Genre

25 Results

26 9x Increase in Pageviews Advertiser: Big Box Retail Objective: Drive traffic and measure intent (KPIs: Store Locator, Shopping Cart, Online pick up in store) to push recall of retailer messaging, producing subsequent visits outside of companion banner clicks to website and KPIs. Results: Frequency of visits grew due to ongoing exposure of campaign and weekly retail promotions. Uniques grew 4x while pageviews grew 9x over four months. Resulting in targeted valued conversions to site per the KPIs. 3,000 " 2,500 " 2,000 " 1,500 " 1,000 " 500 " - " 2,789 " 1,407 " 944 " 307 " 398 " 109 " 186 " 268 " October" November" December" January" Pageviews" Uniques"

27 Reasons to Add Programmatic Audio A powerful compliment to other programmatic channels Doesn t fight for attention Highly engaged and tuned-in audience Listener level targeting Strong ad recall