New ads platform allows brands to put ads on the radio and streaming services in just one buy
A new digital radio advertising platform for the Irish marketplace, which places audio ads across streaming platforms and local radio brands in one click, has gone live.
Vodafone is the first advertiser within the Irish marketplace to embrace this new technology, with the launch of its new Vodafone super-fast 4G campaign, which includes audio ads (pre-roll and in-stream) with synchronised display across a selection of radio publishers.
The platform will complement the current radio offering in Ireland, said Kevin Foley, sales director at Adforce.
“Unlike traditional radio, what makes this significant is that brands can now target listeners by geographic location, time of day, user demographics, listening device, and context, while providing a much deeper layer of accountability and real-time reporting,” he said.
“We believe that the digital audio advertising market is poised for rapid growth over the coming 24 months.”
Digital lifts the radio star
The system was deployed by AdForce using AdsWizz technology. The Dublin-headquartered company helps brands to advertise on mobile, tablet and web platforms.
AdForce’s network includes a number of the most-visited online websites and mobile platforms, including CBS interactive, Perform Media, Shazam, Landmark Media, Mode Media, Vice.com, Goal.com, IMDb, Amazon, Premierleague.com, TuneIn and RTE Radio.
“There is no denying that radio remains a key media choice for Irish consumers. However, it is clear that consumers are now listening to radio in new ways across multiple devices,” said Catherine Kearns, account director on Team Red MEC.
“With the rapid growth of 4G and high levels of mobile and tablet usage, we see digital audio advertising as an effective way of reaching this highly-engaged audience.”
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