Six takeaways from Dax ID’s first year

The Future of Audio and Entertainment 2025

Different digital audio devices see ad conversions peak at distinct times of the day.

That is one takeaway from campaign data over the course of the first year of Dax ID, Global’s cookie-free measurement solution that works across digital audio environments and devices.

At the Future of Audio and Entertainment event last week, Tom Streetley, director of Dax Audio, presented findings from 145 campaigns across 65 different clients and 11 different sectors.

According to Streetley, mobile listening drives conversions “fairly evenly throughout the day”.

Meanwhile desktop listening drives peak conversions between 7am and 9am — “the window where people would normally log on in the morning” to check news, their personal calendar, daily work tasks and potentially shop online.

In contrast, smart speaker listening drives peak conversions in the evening, as consumers come home from work and put their smart speaker on to tune into radio brands or streaming services while they make dinner or relax.

“One of things we always knew was listening on different devices drove conversions at different times of the day,” Streetley said. “But because we couldn’t measure every single device, we didn’t really have the full picture. Now with Dax ID we do.”

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Dax ID was originally teased at last year’s Future of Audio and Entertainment event ahead of its launch last April. It was billed by Streetley as Global’s “answer to digital audio conversion measurement in a post-cookie world”.

The year’s worth of data has also allowed Global to understand more about what digital audio devices work best by brand category.

For example, gambling ads, which tend to have short purchase windows, perform best via mobile listening.

On the other end of the spectrum, highly-considered purchases like professional services are skewed more toward desktop listening.

And for travel brands, smart-speaking listening drives the most conversions.

“Smart speakers are a critical part of the digital audio ecosystem,” Streetley added. “They’re in the heart of the home, statistically speaking most likely to be in the living room or kitchen, and they’re a geat way of reaching shared listening environments. People that are with their friends, family, their partner — the kind of people who you travel with.”

Dax strategy director Faye Trinquart further explained how different devices and environments drew positive results for clients including Monzo, TalkTalk and BetVictor.

For instance, for TalkTalk, “podcasts performed particularly well on smart speakers. Mobile gaming was the most impressive environment. On desktop, music streaming delivered the best results.”

Trinquart added that the power of using such data is that it allows brands to refine and optimise campaigns on the fly to improve conversion based on what is working particularly well for them.

She concluded: “One year on, Dax ID is providing brand new optimisations and insights for campaign planning, and we’re able to re-identify important client outcomes using our data.”