DAX introduces new audio measurement

DAX is introducing a new ‘groundbreaking’ effectiveness measurement tool for audio that will allow advertisers to measure and track the impact of their advertising on a much deeper level.

Unveiled at the IAB Upfronts this week, the new ‘Listener ID’ tracking capabilities mean that brands can now measure the effectiveness of their campaigns on digital audio platforms including SoundCloud, audioBoom, Global’s Heart, Capital and Radio X, and Bauer Media’s KISS.

Advertisers and agencies will be able to profile their audiences based on a range of consumer attributes, while also tracking the user interaction and journey on their site to help understand which creative routes are driving traffic for campaigns.

“This is hugely significant and a big step forward for the audio market,” said Mike Gordon, chief commercial officer at Global and one of the founders of DAX.

“The introduction of ‘listener ID’ means that advertisers will have deeper insights into the behaviour of listeners after they are served ads, and how different advertising is performing for their brands. We are going to start rolling this out to clients today.”

‘Listener ID’ will be introduced to brands advertising on DAX – with regular advertisers including Camelot, CineWorld, Go Compare, Asda and Lyst.