Saturday 3 December 2016

Communicorp set to launch interactive audio advertising

Published 21/07/2016 | 02:30

Presenters Dermot and Dave on Today FM, have been shortlisted for the PPI awards
Presenters Dermot and Dave on Today FM, have been shortlisted for the PPI awards

Broadcasting group Communicorp is beefing up its non radio advertising through a deal with digital advertising network Adforce.com.

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The new digital audio offering will target both live digital listeners and users of podcasts and playback options for stations including Today FM, Newstalk, Spin1038, Spin SW and 98FM.

Under the deal, Adforce.com will be the exclusive sales representative for Communicorp's digital audio advertising, using ad formats operated by Triton Digital.

In what is understood to be a first for the Irish market, multiple digital ads will be able to run at once, to cater for different listeners. That marks a break with traditional radio where everyone hears the same advertising at the same time.

The shift online will see voice activated formats that allow listeners to interact with ads in real time - including asking for a coupon or marking a diary date.

Audio ads will also be synced with display ads served on the device being listened to.

The move by Communicorp reflects the rapid shift of listeners to online formats.

Data from polling firm IPSOS MRBI's Irish Audio Landscape last year showed 67pc of 18 to 37-year-olds listen to online radio each month. Other research has found that streaming audio is a top activity for almost four out of five smartphone users.

Communicorp's Deborah Carpenter, who is head of solutions and insights at the company, said the collaboration with Adforce is bringing innovations into the Irish market.

"Radio has always been a high-engagement medium and digital audio takes this to a new level because of the customisation and control it offers. The launch represents an exciting opportunity for the radio and media industry.

"We selected Adforce.com for its proven track record in identifying pioneering digital advertising opportunities and helping broadcasters maximise revenues across these," she said.

Dublin-headquartered Adforce.com provides a single point of contact for media agencies and brands wishing to advertise on mobile, tablet and web platforms.

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