SCA launches two new digital ad products using first-party data

Southern Cross Austereo has two new audio-based ad units to help brands engage audiences.

New mood and activity audience targeting utilise SCA’s and SoundCloud’s first-party data and insights to identify listeners’ key habits and interests, targeting them during particular mood-states and activities.

The initial mood-states includes chill out, wanderlust, work out, night out and dinner party.

“This mood targeting product gives advertisers the opportunity to target with contextual relevance as well as apply best practice creative scenarios to each,” said SCA national head of sales, Nikki Rooke.

“The Studio at SCA and SoundVibes’ creative treatment ensures messaging is on point for the listening occasion and able to deliver optimum attention and engagement.”

SCA has also revealed interactive audio ads with shakable and voice-activated responses.

The ShakeMe mobile-only format enables a listener to shake their phone or use a voice command to respond to a call to action such as “shake your phone to” either open a website, download a voucher or call now actions.

“As digital audio continues to grow at a rapid rate, it’s critical that we continue to innovate and offer brands best in class technology to achieve their campaign objectives,” said SCA head of digital commercial, Jonathan Mandel.

“ShakeMe audio ads provide an all-new way for brands to engage with our audience and drive a call to action by shaking their phone when the ad plays. To date, our test advertisers have seen interaction rates more than 10 times a typical click-through rate.”

Mood targeting is available across InStream, SoundCloud and catch up radio and ShakeMe is available on iOS and Android through SCA’s InStream, while voice-activation is in beta with plans to launch later in the year.