Global partners with Sainsbury’s and Nectar360 on audio measurement tracking

Global has signed a data partnership with Sainsbury’s and Nectar360 to transform retail media targeting and measurement for digital audio campaigns in the UK.

Nectar360’s first-party customer shopping data has been matched with Global’s listener data and is now available for brands to use through Global’s digital advertising platform, DAX.

Announced at a breakfast briefing at Picturehouse Central earlier today, the partnership aims for clearer measurement tracking of what happens after a consumer hears an ad across Global’s radio brands and podcasts.

Radio brands included in the partnership are Heart, Capital, LBC, and Smooth, as well as podcasts such as The News Agents and My Therapist Ghosted Me.

The collaboration will enable brands to plan audio campaigns using anonymised purchase data and shopping insights, ensuring ads are played to people who buy certain products, increasing effectiveness.

Advertisers will also benefit from Nectar360’s and DAX’s advanced measurement tools, which can help attribute the outcome of an audio ad to product sales and further depict campaign efficiency.

This new capability was launched with McCain to promote its new Vibes product.

Early results are promising: the campaign generated a 133% increase in sales for the test group compared to those who didn’t hear the ad, and a 182% purchase uplift among McCain’s target audience.

Alice Anson, director of digital media at Nectar360, said: “This innovative partnership gives brands a powerful way to strengthen both long‑term brand presence and short‑term performance.

“By combining Global’s audience with Nectar360’s data and insights, brands can connect with listeners in more meaningful ways, building recognition and relevance whilst understanding the impact of their campaigns.

“It means brands can grow affinity and clearly see if their ads help people decide what to buy as customers go on to complete their Sainsbury’s shop.”