Global Radio, home to radio brands including Heart, Capital and Classic FM, has launched a new business that aims to “transform the digital advertising market”.
The Digital Audio Exchange (dax) will give advertisers a single buying point, for the first time, to access a range of digital music brands across connected mobile devices.
Launch advertising partners include Vodafone, Lexus, Costa, eBay, Virgin Media, ASDA, Heinz, Philips, Go Compare, EE Nandos and 20th Century Fox. Dax will give the brands access to more than 30 premium digital music platforms including Spotify, Blinkbox and Bauer Media’s Absolute Radio Network.
“This is an incredibly exciting innovation as we are now enabling advertisers to tap into a huge audience they couldn’t previously reach, while creating a new revenue stream for digital audio publishers,” said Mike Gordon, managing director of commercial at Global.
“The market is worth an estimated £1 billion in the US. Given the support and collaboration we have already received from both digital audio publishers and advertisers, we are very confident about its potential.”
Camilla Harrisson, CEO of M&C Saatchi, added: “dax is brilliant and its arrival opens up a world of new and exciting creative opportunities for agencies and brands.
“Using services like Mixcloud and Spotify alongside more premium music brands such as Capital, Classic and Absolute we can reach and engage new audiences with creatively compelling audio that totally owns the mobile moment.”
