SCA becomes sales rep for Sonos Radio

Staff Writer

Southern Cross Austereo (SCA) has become the exclusive advertising representative for Sonos Radio in Australia.

Speaker company Sonos launched its free radio streaming service, Sonos Radio, in Australia and April, with music, news, sports and stations specially curated by artists from more than 60,000 local and global stations.

Sonos has since partnered with Targetspot to help it reach new audiences through personalised data-driven ads.

SCA said more than 400,000 Australian homes are now connected with Sonos speakers, with research indicating that radio represents almost half of total listening time on its devices globally.

SCA chief sales officer, Brian Gallagher, said the partnership will open up opportunities for advertisers.

“The Sonos audience is affluent, high-income earners with families, and dedicated to quality audio and beautiful design. Sonos Radio creates a unique opportunity for advertisers to have conversations with consumers directly in their connected homes,” he said.

SCA also does the sales for SoundCloud, and recently launched two attribution products ‘Footsteps’ and ‘Soundcheck’ in a bid to further prove the power of digital audio and advertising on its platforms.

Yesterday, it reported a record-high streaming listening hours, and a jump of 58% in unique listeners.

Gallagher again reiterated the power of digital audio.

“Sonos Radio has a discerning audience and complements our instream addressable audio offering across Hit and Triple M, as well as our exclusive partnership with SoundCloud,” he said.

“Digital on-demand listening is experiencing exponential growth, providing advertisers with new opportunities for highly targeted addressable advertising.”

Alexandre Saboundjian, CEO and founder of Targetspot’s parent company AudioValley, praised the partnership.

“I am already looking forward to this partnership with SCA, one of Australia’s leading media companies,” he said. “This agreement dovetails perfectly with our strategic rationale of speeding up growth by building a strong international reach.”

SCA’s partnership with VEVO came to an end in 2018. The two companies had worked together since 2016, when SCA signed an exclusive deal to secure rights to VEVO’s content and digital inventory.

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