DAX by Global gives advertisers a single buying point across 180 digital audio platforms including Soundcloud, Radionomy and radio brands including Global, the media & entertainment group’s Capital and Radio X and Bauer Media’s Kiss in the UK. Global created DAX because there was no easy way for advertisers to reach the growing number of people listening to audio on digital devices. In the UK every week over 24 million (MIDAS Plus Winter 2017) people stream digital audio and this figure is growing. In November 2017, DAX launched in France and Germany. At the end of 2017, DAX became the world’s largest digital audio advertising platform by acquiring US-based digital audio ad sales company, AudioHQ and rebranding. This gives Global an ad sales and ad tech footprint in the US and makes DAX the largest digital audio advertising platform in the world reaching 160 million listeners. Presented by David Cooper, Head of DAX Sales (EU The program of The European Radio and Digital Audio Show 2018 is coorganized by Nicolas Moulard (Actuonda) and Xavier Filliol (Les Editions de l'Octet) in collaboration with Phiippe Chapot (Editions HF). www.salondelaradio.com www.european-show.radio

1. DAX - FROM THERE TO NOW
European Radio Show
January 2018

2. David Cooper
HEAD OF DAX SALES (EU)

3. This is Global
2018

4. BROADCAST
LIVE
MOBILE
SOCIAL

5. BROADCAST
LIVE
MOBILE
SOCIAL
30 MILLION

6. BROADCAST

8. SOCIAL

9. MOBILE

11. LIVE

13. BRANDED LIVE
FESTIVALS
Road Tr1P
PRINTWORKS

14. Wherever people consume
music and entertainment

17. It’s a great
time to be in
audio

18. Audio has never been
more influential in
MEDIA
TECHNOLOGY
BUSINESS

19. “By 2020, 30% of web browsing
sessions will be done without a
screen.”
‘A lot of this stuff will move to being
called up by voice.”
“Brands have a great opportunity
to define their own voice”
“Voice search spells trouble for
brands and retailers”
Mark Ritson
Brand Professor
“Use programmatic audio for hard
to reach millennials”
AUDIO HAS NEVER BEEN MORE INFLUENTIAL
IN MEDIA, TECHNOLOGY AND BUSINESS
“audio can be your campaign’s
secret weapon”

20. SMART SPEAKERS ARE PUTTING AUDIO
AT CENTRE OF THE HOME

21. 40% of UK households
by early 2018
Source: Radio Centre, Getting Vocal
Penetration of voice controlled devices could hit

22. “Audio entertainment
dominates time spent
with the Echo”
Source: Radio Centre, Getting Vocal

23. 30%of web browsing will
be without a screen
By 2020
Site Behaviour: Gartner Research 2017
THE SOUND OF YOUR BRAND HAS
NEVER BEEN MORE RELEVANT

24. 92%of listening is done
while partaking in another activity
Source: Touchpoints

25. z10.7
HOURSa week listening
in the UK
Source: MIDAS Survey Spring 2017

26. 2012 2013 2014 2015 2016 2017 2018 2019 2020
10.8
million
31million
Actual Forecast
Site Behaviour: MIDAS Survey Summer 2017
22.5
million
43% of the population
UK DIGITAL AUDIO WEEKLY REACH

27. digital audio market
~€40m
€1bn+
estimated total audio market
digital audio advertisers
~350
~1000
total audio advertisers
UK DIGITAL AUDIO MARKET 2017

28. Audio content consumed on a connected device
RADIO
STREAMING
MUSIC
STREAMING
PODCASTING
DIGITAL AUDIO

29. MUSIC
STREAMING
PODCASTING
RADIO
STREAMING
UK DIGITAL AUDIO WEEKLY REACH
10.5M
Source: MIDAS Survey Summer 2017

30. Broadcast devices only
+1 hour
Broadcast and connected devices
+
Average weekly hours per commercial radio listener
Source: RAJAR
Vs
CONNECTED DEVICES MAKES RADIO MORE ACCESSIBLE

31. MUSIC
STREAMING
PODCASTING
RADIO
STREAMING
UK WEEKLY REACH
9.3M
Source: MIDAS Survey Spring 2017

32. “streaming services have change the
way artists put music out”
“playlists are redefining music
listening”

33. MUSIC
STREAMING
PODCASTING
RADIO
STREAMING
UK WEEKLY REACH
5.3M
Source: MIDAS Survey Summer 2017

34. Documentary Comedy Factual Entertainment
74% listen to podcasts to expand their knowledge
Source: SSI Research
MOST POPULAR GENRES

35. DIGITAL AUDIO IS A FORMAT ADVERTISERS CAN TRUST
BRAND SAFE NO FRAUD VIRTUALLY NO AD
BLOCKING
LTR 93%
Source: Adswizz Ad Server

37. 2014 2015 2016
LAUNCH
EUROPE’S 1ST AUDIO
PROGRAMATIC
CAMPAIGN
LISTENER INSIGHT ID

38. 2018: DAX IS NOW THE LARGEST DIGITAL
AUDIO ADVERTISING PLATFORM IN THE
WORLD
160m Monthly Audience

39. THE SUCCESS OF DAX IN THE UK IS BUILT ON
Strong supply of
owned and
operated inventory
Known Technology
and successful
Operations team
Established Sales
Team with market
connections and
valuable audience
insights
Successful
audience strategy
and data
integrations
Strong
programmatic
offering based on
multi platform
integrations

40. STRONG SUPPLY
Strong supply of
owned and
operated inventory
RADIO STREAMING
MUSIC STREAMING
PODCASTING
Hit Music Indie MusicRock Music Current Affairs Urban
“youtube for sound” “leading streaming service” Electronic Music
Streaming Service
Mood Based
Streaming Service
Self improvement Comedy Sports Comedy Extra content Real life Crime
UGC - Special Interest
Radio Platform

41. KNOWN T&O TEAM
Known Technology
and successful
Operations team
Established Sales
Team with market
connections and
valuable audience
insights250+
campaigns
per month
5dedicated T&O
support staff

42. SUPPLY DEMAND
Publisher Commercial Partnerships
Ad Server Integrations
Audience Data Integrations & Capabilities DAX Proprietary Solutions
Programmatic Commercial Partnerships
Demand Side Platform Integrations
Agency Planning System Integrations

43. INVESTING - TESTING - GROWING - LEARNING
with you, our partners

44. 17
MILLION
USERS

45. 5.4
MILLION
Travel Intenders
1.8
MILLION
Property Intenders
3.4
MILLION
Sports Fans
1.2
MILLION
Auto Intenders
4.5
MILLION
Home Entertainment Fans
3.9
MILLION
Budget Food Shoppers
Source: Salesforce DMP

46. 4.5
MILLION
Home Entertainment Fans
5.4
MILLION
Travel Intenders
Source: Salesforce DMP

47. CUSTOM AUDIENCE
SEGMENTS

48. EXPANDING OUR 2ND PARTY PARTNERSHIPS

49. EXPANDING OUR 2ND PARTY PARTNERSHIPS

50. OVER 300 ALWAYS ON SEGMENTS
CUSTOM AUDIENCES
FULL SUITE OF DATA PRODUCTS
2ND PARTY

51. DAX IS NOW A PROGRAMMATIC FIRST PLATFORM
48%
52%
Now
30%
70%
2018
Forecast
Source: DAX

52. TECH
INTEGRATIONS
ADVANCING OUR PROGRAMMATIC CAPABILITIES
PROGRAMMATIC
EXPERTISE

53. WORLD’S FIRST PROGRAMMATIC
DYNAMIC AUDIO CAMPAIGN

54. DYNAMIC
CREATIVES
CUISINE
VARIABLES
TARGETED
DELIVEROO
ACTIVE
LOCATIONS
WORLD’S FIRST PROGRAMMATIC
DYNAMIC AUDIO CAMPAIGN

55. SYNCING AUDIO WITH
STORE LOCATIONS

56. Objectives
LOCATION TARGETING AUDIO TO STORE LOCATIONS
Source: MOBSTA
Increase sales of the new Samsung mobile phones
by driving consumers in store to find out more

57. HOW WE DID IT
Set a geo-fenced
perimeter around all of
O2’s stores across the UK
1.
Using device IDs, we tracked
the movement of the audience
to measure store footfall
3.
Targeted ads to DAX
listeners who walked
into those perimeters
2.
Source: MOBSTA
LOCATION TARGETING AUDIO TO STORE LOCATIONS

58. of those exposed to the
advertising within the
geo-fenced area went
into an O2 store.
2%
Source: MOBSTA

60. WHAT IS A LISTENER ID?
AUDIO ADAD SERVER AD SERVED

61. WHAT IS A LISTENER ID?
AUDIO ADAD SERVER AD SERVED
IDFA
BROWSER ID

62. WHAT IS A LISTENER ID?
Listener Insight ID is DAX’s proprietary ad effectiveness
tool which enables advertisers to measure the
performance of their audio campaigns and to
provide them with deeper audience insights on digital
audio listeners.

63. 4.

64. ✓Impressions
✓Frequency
✓Client site visits/page views
✓Ad call to actions
✓Performance by Creative
✓Demographics
✓Socio-economic segmentation
✓Interests
✓Purchase Intent
✓Category spend percentiles
✓Shopper attitudes/behaviours
✓Day/time
✓Optimal frequency
✓Custom audience solutions
✓Creative recommendations
CAMPAIGN METRICS AUDIENCE INSIGHT PLANNING & OPTIMISATION
LISTENER INSIGHT ID

65. DAX drove more weekday daytime traffic to the
Cineworld website
Non-exposed (control) Cineworld Traffic Patterns DAX Exposed Traffic Patterns

66. 4.
DAX-exposed visitors to the CINEMA BRAND [X]
site came more frequently
0
0.75
1.5
2.25
3
Page Views Per Visitor Visits Per Visitor Page Views Per Visit
1.12
2.61
2.92
1.17
1.37
1.61
Control
Exposed

67. 4.
DAX-driven customers were more likely to complete the
purchase process than the control, achieving a notably
higher retention between the payment page and receipt.
Control Unlimited Purchase Process DAX Unlimited Purchase Process

68. TOP LINE PERFORMANCE
Sessions Uniques Views Conversion
rate16,752 5,480 34,321
1.22%
Gender
37%
63%
Age
18-24
25-34
35-44
45-54
55-64
65+
20%
35%
24%
10.5%
4.5%
5.4%
Social Grade
34%
66%
C2DE
ABC1
CREATIVE PERFORMANCE
44%
32%
24%
Trybefore
youbuy
70%off
Freedelivery
Trybefore
youbuy
70%off
Freedelivery
Trybefore
youbuy
70%off
Freedelivery
Delivery Frequency Conversion rate
1.35%
1.22%
0.96%
7.7
6.5
9.1
3.5
4.8
5.1
Shopping
Preferences
Supermarket
Preferences
157
129
110
96
61
36
Online
OrganicEthical
OrganicEthical
OrganicEthical
OrganicEthical
OrganicEthical
Less Likely More Likely
INDEX 295
INDEX 163
INDEX 295
INDEX 295
INDEX 55
INDEX 51
INDEX 63
INDEX 42

69. James Appleby
Client Partner, MEC
“DAX’s Listener Insight ID has
we can plan and
buy digital audio”
transformed the way

71. 5.2MAUDIENCE
Paris

72. UK & FRANCE DIGITAL AUDIO AUDIENCES
22.3m
million
41% of the
population
Weekly Reach
Site Behaviour: MIDAS Survey Spring 2017
22.4m
54% of the
Internet users
Source : Mediametrie / Netrating October 2016 (internet population, above 15 years old)

73. 2. FRANCE - MARKET OVERVIEW
digital audio market
€3-5m
€1bn+
estimated total audio market
digital audio advertisers
~160
~900
total audio advertisers

74. 8.2MAUDIENCE
Hamburg

75. UK & GERMANY DIGITAL AUDIO AUDIENCES
22.3m
million
41% of the
population
Weekly Reach
2.
Site Behaviour: MIDAS Survey Spring 2017
16.5m
Source : Mediametrie / Netrating October 2016 (internet population, above 15 years old)
24% of the
population

76. 2. GERMANY - MARKET OVERVIEW
estimated digital audio market
€29m
€1.8bn+
6.1% of gross ad
spend
estimated total audio market
digital audio advertisers
~100
~1,000
total audio advertisers
SOURCE: Global contractor

77. PRODUCTS
CAPABILITIES
EXPERIENCE

78. 170M
Weekly Audio Reach
61% of the population
(Edison Research)
$1.2BNAudio Ad Spend
(IAB U.S)
THE U.S IS THE BIGGEST DIGITAL AUDIO MARKET IN THE WORLD

79. DAX IS LAUNCHING IN THE UNITED STATES
THROUGH THE ACQUISITION OF
LARGEST AUDIO AD
NETWORK IN THE U.S
1.
FOUNDED IN 2014
2.
TALENTED TEAM OF
AUDIO EXPERTS
3.

80. 130M Monthly Audience
US

82. WE ARE REBRANDING TO DAX TODAY
Introducing the DAX ad technology
Office locations including NYC, L.A. and Chicago
The DAX product suite
Creative production tools and talent
Keeping the talented team in place

83. DAX IS NOW THE LARGEST DIGITAL AUDIO
ADVERTISING PLATFORM IN THE WORLD
160M Monthly Audience

84. your brand heard
THE PLATFORM TO GET

86. Baromètre de l’Audio Digital 2017
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