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PIONEERING ADDRESSABLE AUDIO WITH LISTNR

• USING BEHAVIORAL INTELLIGENCE •



INTRODUCTION


AUSTRALIA’S LARGEST RADIO BROADCASTER


LISTNR’S RADIO STATIONS, PODCASTS AND NEWS BROADCASTS REACH MORE THAN 8 MILLION
AUSTRALIANS EVERY SINGLE MONTH.




15%


CPM INCREASE


92%


OF IMPRESSIONS HAD A COHORT OR LIVE MOMENT ASSIGNED


86%


OF ACTIVE USERS HAD A COHORT ASSIGNED

THE CHALLENGE


REACH HARD-TO-IDENTIFY PERSONAS AT SCALE


AS A MARKET LEADER IN AUDIO ADVERTISING, LISTNR STRIVES TO PIONEER TECHNOLOGIES
THAT MEET ADVERTISERS' EVOLVING NEEDS FOR TARGETING AND DATA ANALYTICS.
BY ADOPTING THE NUMBEREIGHT PLATFORM, THEY WERE LOOKING TO ADDRESS CHALLENGING
BRIEFS THAT REQUIRE REACHING HARD-TO-IDENTIFY PERSONAS.
ADDITIONALLY, FOLLOWING APPLE'S IOS14.5 SEVERE IMPACT ON AUSTRALIA'S MOBILE
MARKET, THEY WERE LOOKING TO MAXIMIZE ADDRESSABILITY WHILE PRIORITIZING THE
PROTECTION OF USERS' PRIVACY.




”THE ABILITY TO OFFER HYPER-TARGETED CAMPAIGNS WITHOUT THE NEED FOR PII OR
IDENTIFIERS IS GROUND-BREAKING.”


KIM LOASBY, DIGITAL AD PRODUCT & STRATEGY DIRECTOR, SCA/LISTNR

THE RESULTS


REAL COHORTS, REAL IMPACT


IN THE SPACE OF 9 MONTHS OUR COLLABORATION DELIVERED REAL RESULTS, FROM
INCREASED ADDRESSABILITY TO ENHANCED AD REVENUE AND NEW PREMIUM CAMPAIGNS.


15% CPM LIFT


DATA LAYERING IS ONE MAIN TACTIC TO INCREASE IMPRESSIONS VALUE. BY ACTIVATING
IN-MOMENT AND BEHAVIOR BASED TARGETING, ADVERTISERS VALUED LISTNR’S INVENTORY
MORE




92% OF IMPRESSIONS HAD A COHORT OR LIVE MOMENT ASSIGNED


THIS SIGNIFICANTLY INCREASED LISTNR’S ADDRESSABLE IMPRESSIONS, MAKING SURE THAT
EVERY IMPRESSION IS VALUABLE TO ADVERTISERS


86% OF ACTIVE USERS HAD COHORTS ASSIGNED


LISTNR LEVERAGED NUMBEREIGHT’S EDGE AI TO ACCESS MORE OF ITS AUDIENCE DATA,
ALLOWING THEIR SALES TEAM TO ACTIVATE CAMPAIGNS AT SCALE - EVEN FOR LESS COMMON
PERSONAS




NEW CAMPAIGN BUDGETS WON


LISTNR ATTRACTED NEW ADVERTISING CAMPAIGN BUDGETS FOR BRANDS SUCH AS BOB JANE
AND SWISSE, WHICH WERE INTRIGUED BY THE ABILITY TO TARGET AGAINST LIVE AND
BEHAVIORAL DATA

THE SOLUTION


THE POWER OF COHORT-BASED TARGETING


LIVE TARGETING


TO REACH AUDIENCES AT THE OPTIMAL TIME FOR MAXIMUM IMPACT (E.G. HOLIDAY ADS WHEN
PEOPLE RETURN FROM A TRIP)


UNBIASED BEHAVIORAL DATA


TO ATTRACT NEW ADVERTISERS AND COVER LISTNR’S PREVIOUSLY UNMATCHED DEMAND


ON-DEVICE COMPUTING


TO REASSURE ADVERTISERS OF LONG TERM PRIVACY COMPLIANCE AND INCREASE SCALE


CURIOUS?

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