Carlsberg, Carat and audioXi, the digital audio exchange which is part of Communicorp, have partnered to deliver a European media first in executing first programmatic digital audio campaign through Google’s platform, DV360.
According to Lorna Begley, Brand Manager at Carlsberg Ireland: “We at Carlsberg are delighted to be able to work with audioXi and Carat to execute this market first in Europe. Digital audio has been a new and exciting medium for Carlsberg over the past nine months. Being able to buy digital audio in the same ecosystem as our search, display and video via Google’s DV360 will make this a continued and more attributable focus for us here in Diageo.”
Digital audio in Ireland is creating new opportunities for both advertisers and media owners as the number of people listening to audio continues to increase. A recent study carried out by RedC for IAB Ireland found that the average person is listening to over 13.6 hours of digital audio every week. The survey also noted that 27% of users are planning to increase their digital audio consumption over the next 12 months.
“At audioXi we’re always looking for innovative opportunities to bring to our clients and agencies. We’re thrilled to be able to work with Carlsberg Ireland and Carat in executing a European first media buy between the Google and Adswizz platforms,” says Rob Timony, Business Director with audioXi.
Dave Winterlich, Chief Strategy Officer with Dentsu Aegis Ireland, adds: “We’re continuously looking at how we can stay at the forefront of technology in order to connect brands in culture. Programmatic audio is a great example of how we’re identifying trends in the consumer landscape, embracing technology to open up new opportunities and exploring new things for clients”.