Triton Digital boosts NZME's digital audio

On October 8, 2024, Triton Digital, the global technology and services leader in the digital audio industry, announced a significant partnership with New Zealand Media and Entertainment (NZME). This collaboration aims to transform NZME's digital audio strategy, encompassing streaming, podcasting, and monetization operations.

Triton Digital will provide NZME, New Zealand's largest multi-media company, with a comprehensive suite of tools for content distribution, monetization, and advanced audio analytics. The partnership includes the implementation of the Triton Ad Platform and Triton Audio Marketplace, as well as the integration of Sounder's technology for enhanced contextual targeting capabilities.

Richard Palmer, VP of Market Development and Strategy for APAC at Triton Digital, emphasized the significance of this collaboration: "By combining our cutting-edge technology with NZME's dynamic content, we are setting a new standard for digital audio in New Zealand. Our collaboration represents a significant milestone for both Triton Digital and NZME as the audio industry continues to grow in the region."

Enhancing Listener Experience and Monetization

The partnership is expected to benefit NZME in several ways:

1. Improved content distribution
2. Enhanced monetization opportunities
3. Access to advanced audio analytics
4. Refined podcasting strategy
5. Premium listening experience across digital platforms

Jason Winstanley, Chief Audio Officer at NZME, expressed enthusiasm about the partnership: "We are really pleased to be partnering with Triton Digital – their expertise and innovative solutions will support NZME's digital audio strategy, helping take it to the next level. NZME is strategically focused on our digital transformation programme, and staying ahead in the digital audio landscape is a big part of that."

This partnership marks another milestone in Triton Digital's expansion in the Asia-Pacific region. In 2023, the company launched Podcast Metrics Demos+ in Australia, providing publishers and advertisers with advanced audience insights. The acquisition of Sounder in March 2024 further enhanced Triton's existing audio streaming and podcasting technology.

NZME's Digital Audio Portfolio

NZME operates a diverse range of audio brands that will benefit from Triton Digital's technology, including:

1. Newstalk ZB: News and talk radio targeting listeners aged 40-59
2. ZM: Hit music station for 18-39 year-olds
3. The Hits: Popular music for 30-49 year-olds
4. Coast: Feel-good music for 40-59 year-olds
5. Radio Hauraki: Rock music targeting males 30-49
6. Gold: Classic rock from the 60s to 90s
7. Flava: Old school hip hop and R&B for 25-44 year-olds
8. iHeartRadio: Digital audio platform with over 1 million registered users

Impact on advertisers and listeners

The partnership between Triton Digital and NZME is expected to have significant implications for both advertisers and listeners:

1. Advertisers will benefit from:
   • Improved targeting capabilities
   • Enhanced brand safety measures
   • More effective monetization strategies
2. Listeners can expect:
   • Higher quality streaming experiences
   • More personalized content recommendations
   • Seamless access across various digital platforms

Technical advancements

Triton Digital's technology will bring several technical advancements to NZME's digital audio operations:

1. Scalable streaming infrastructure
2. Advanced podcast analytics
3. Contextual targeting using Sounder's AI-driven technology
4. Improved ad insertion and programmatic advertising capabilities
5. Enhanced measurement and reporting tools

Future outlook

As the digital audio landscape continues to evolve, this partnership positions Triton Digital to further establish its presence in the New Zealand market while enabling NZME to capitalize on emerging trends and technologies. The collaboration is expected to drive innovation in content creation, distribution, and monetization, ultimately benefiting New Zealand's media ecosystem.

Key Facts

• Partnership announced: October 8, 2024
• NZME's reach: 9 out of 10 New Zealanders
• NZME employees: Over 1,200
• NZME office locations: 37 nationwide
• Triton Digital's global presence: Operating in more than 80 countries
• Triton's Sounder acquisition: March 2024