DAX, the pioneering digital advertising platform from Global, marked its ten-year anniversary with an event at Outernet London, revealing a host of new tools, products and solutions for advertisers.
Newly launched DAX ID means Global is the only media owner able to report on digital audio conversion on a brand’s website after a listener has heard an ad via music and radio streaming, on a podcast, mobile game or audio article, and on any device (mobile, computer, smart speaker etc.). Advertisers can then look at the role that each environment and device plays in driving a campaign’s success.
As well as DAX ID, seven of DAX’s audience targeting segments – DAX Audiences – are now fully powered by first-party data thanks to the phenomenal growth and scale of Global Player, the UK’s fastest growing entertainment app. Global Player’s pool of consented listeners gives millions of data signals for smarter targeting, and Beta tests have revealed an average 41% higher response rate to campaigns when utilising DAX Audience segments versus third-party data sources.
Having pioneered the use of 3D anamorphic creative on its outdoor estate, the biggest digital portfolio in the UK, Global is now launching programmatic 3D anamorphic via DAX, another market-leading first.
At the event, Global also announced programmatic audio and outdoor sync via DAX. This means that advertisers can tailor the targeting and messaging of an outdoor campaign using audio campaign delivery data. DAX can identify real-time spikes in listening patterns across the UK and advertisers can use these listening patterns to optimise their outdoor campaign.
“DAX has been an absolute rocketship over the last ten years. We launched the first measurement tool for audio and delivered the UK’s first programmatic audio campaign.
From launching DAX Outdoor in 2020 to now having the UK’s largest selection of digital outdoor sites available to purchase programmatically, it’s been a phenomenal journey.
Our tech is all built in-house by Globallers and DAX is proud to sit at the heart of Global’s digital transformation in both audio and outdoor – working with our content, podcast creators and publishers, as well as our outdoor partners, to give advertisers access to the greatest breadth of digital audio and programmatic outdoor in the UK and beyond.”
Global’s Chief Commercial Officer, Mike Gordon
