What opportunities does the growth of digital audio present? 

In the following session, Global’s Director of Group Strategy, Mark Hatwell, and DAX Strategy Director, Faye McDowall, built on the digital audio points made by Payton. They discussed how Global is using A.I. to evolve its digital radio offering, DAX, by building target audiences and considering how digital audio can be tracked via brand uplift studies.  

 Finally, we heard from Orlando Wood, Chief Innovation Officer at System 1, who discussed System 1’s research in Emotion and Effective Advertising. System 1 can now test audio ads with real emotion tracking, which analyses how different parts of the brain are affected by a brand’s radio creative. This enables advertisers to predict both the short and long-term effectiveness of a radio ad.  

The growth of digital audio is particularly important for some our clients who have already tested the waters with linear radio. With more options now available across the likes of DAX and Octave such as niche demographics and lookalike audiences or interest/hobbies targeting. For the right audiences or campaigns, this seems like the natural next step for them to look at testing.