The MediaShop, through their multiple-award winning ad tech unit, Cadreon, has launched the first ever programmatic audio campaign in South Africa. The MediaShop are the first agency in the market to pioneer buying radio in this ground-breaking way.
Programmatic audio uses data to target ads to relevant geographies, time slots, and audiences, allowing advertisers to hone in on the most valuable prospects. For the first time, ads are targeted to South African listeners using a mix of domestic and international streaming audio inventory. This includes Primedia Broadcasting’s 947, 702, KFM and Cape Talk, as well as global streaming platforms such as Spotify, iHeart Radio and Pandora, to name a few. Programmatic audio campaigns allow advertisers to speak to the right listeners, at the right moment in their day, and when they are most likely to be receptive to the message.
Ads can run as stand-alone audio ads, just like traditional radio spots, or can be combined with digital companion banners to reinforce the message in a visual way. The MediaShop’s best-in-class technology allows for full tracking and reporting of metrics, including GRPs, audio listening completion rates, as well as conversion metrics for those clients with ecommerce solutions.
Because inventory is being bought using the same audience data that is used for other programmatic campaigns, audio campaigns can now be fully integrated and complement video, banner and native campaigns, across all devices. This allows advertisers to have a single view of all their programmatic initiatives and generate meaningful results throughout the conversion funnel, across multiple touch-points.
“We are excited to be able to offer our clients a better way to speak to their target audiences, by using our world-class technology platforms. Whilst it is exciting to be able to do something for a client that’s never been done before, it is even more exciting to offer them solutions that make a real difference to their business and give them measurable returns”, says Richard Lord, head of digital at The MediaShop.
Erin Heaney, Head of Cadreon says, “We are thrilled to announce the first programmatic audio buy in South Africa. I believe this programmatic format will be enormously beneficial for advertisers as it allows for precision targeting to ensure that only the most valuable audiences are reached and there is continuous returns for their business. We look forward to growing this programmatic format in the market and encourage more advertisers to realise the value of programmatic audio.”