DAX this week announced a partnership with Frequency, a digital audio’s first Creative Management Platform. According to DAX, the partnership enables data-driven dynamic audio advertising for DAX’s US advertisers and network of publishers.
Frequency’s data-driven capabilities enable personalization around ad creative based on real-time data signals (e.g. weather, location, time, device type), a listener’s listening history, and the performance of each ad creative.
DAX says that in combination with DAX’s propriety measurement technology, Listener Insight ID (LIID), advertisers will be able to personalize their creative and track the results of each personalized ad, with a suite of audience insights.
As a part of the partnership, DAX will also have access to Frequency’s Creative Management Platform for ad production, creative management, and creative reporting.
In May, DAX and Frequency launched a data-driven audio campaign for a QSR brand, leveraging the day of the week, location, and weather to personalize ads in real-time for listeners. When rain occurred in a listener’s location, the Frequency platform ran bespoke creative promoting the brand’s mobile app to inform consumers of a more convenient option for delivery. Without any rain, listeners heard rotating offers based on location and day of week.
The campaign’s results concluded that on average, across all markets, rain triggered the brand’s mobile app creative 14% of the time. When it did rain, engagement increased, likely because ads that reflected the rainy weather appeared more relevant and personalized, reflecting a direct correlation between personalized creative and ad performance. DAX says there was also a noticeable jump in performance at the start of the week, with Mondays and Tuesdays performing 2-3x compared to the rest of the week.
“With data-driven capabilities, Frequency will enable a better ad experience for listeners and improve engagement for our advertisers across the DAX network,” said Matt Cutair, CEO of DAX US. “In combination with Listener Insight ID, DAX can empower our advertisers with the tools to make more intelligent and informed decisions.”