Addressable digital audio advertising has come of age, according to SCA, with the launch of two new, innovative digital audio campaign attribution products. The company says, as digital listening continues to record double digit growth, it’s never been more important to provide SCA’s advertisers with proof that this new advertising platform will really move the needle.
SCA Footsteps measures footfall attribution to digital audio campaigns, and SCA Soundcheck provides campaign and brand effectiveness studies specifically for digital audio. Now, both new products will be offered to advertisers after successful trials.
The two products will capitalise on SCA’s 46% jump in listening hours on digital audio platforms in August, proving audiences are listening longer and more often.
SCA Footsteps provides advertisers with rich insights from listeners who have heard an audio ad and then gone to a specific location, retailer or precinct as a result within a measured timeframe. When a listener is exposed to a digital audio ad across SCA live radio streaming or SoundCloud, location data on their smartphones is matched with tech provider Hyp to identify store or location visits across Australia to quantify the power of digital audio.
SCA Footsteps was recently trialled with a leading Australian automotive group using digital audio to drive in-store traffic prior to Father’s Day with great success, resulting in 61% uplift in visitation compared to a control group that had not heard the audio ad.
Footsteps enables advertisers to track how their audience is reacting to audio campaigns with tangible metrics, enabling measurement of campaign ROI.
SCA Soundcheck, which is housed within SCA’s research and insights division SCA iQ, uses ad tracking and retargeting technology to specifically identify listeners who heard an ad and retargets them with a campaign study questionnaire, allowing comparison to a control group of internet users who have not heard the ad. This control versus exposed research methodology provides comprehensive results to inform advertisers of overall campaign effectiveness including increased consideration, ad recall and purchase intent.
The two new products can also be used in conjunction with SCA Fanbase, a data-driven audience targeting product for digital audio campaigns that uses first-party data collected through SCA’s apps and websites to create specific audience segments as well as third party providers.
“Australian audiences are listening to digital audio more than ever before, spending an average of three and a half hours listening** a day. We believe that audio has the power to influence consumer purchasing behaviour like no other medium, with 41% of shoppers more likely to purchase advertised brands^,” SCA National Head of Radio Sales, Nikki Rooke, said. “It is the personalised, one-on-one, intimate nature of the digital audio experience for listeners that makes it so powerful. Our launch of SCA Footsteps and SCA Soundcheck now bring the ability to accurately measure campaign effectiveness in real time, also helping to determine strategies for future campaigns.”
SCA Head of Streaming Sales and Operations, Jonathan Mandel, said: “These new attribution products are in response to demand from brands, agencies and programmatic teams to provide their clients with tangible ROI results, particularly in retail, automotive and food services, demonstrating the positive effect of digital audio campaigns.
“By coupling this attribution with data-driven audience targeting through SCA Fanbase, advertisers can now complete the digital audio consumer journey by providing attribution such as in-store footfall from SCA Footsteps and increased consideration and brand perception through SCA Soundcheck.”
The two new products further enhance SCA’s suite of digital ad products including ShakeMe, InStream, SoundCloud and Dynamic Audio Creative.