Vocalise, the digital audio advertising platform launched by IRS+, and Digitize earlier this year, has reported growth in listening hours, monthly audiences and engagement levels during its first four months in operation.
The platform, which went live in February across a network of 21 Irish radio and digital-only stations, said total listening hours increased by 52.1% between its launch and the end of May.
Figures compiled by digital audio technology company Triton also showed that session starts increased by 7.5% between April and May.
According to the Triton figures, the number of unique monthly listeners grew by 13.4% between March and May, reaching its highest level since the service launched, while the average time listened per device also reached a record level in May.
Vocalise is operated through a partnership between IRS+, the Audio Intelligence and Creative Network, and digital audio specialist Digitize.
The platform allows advertisers to target national and local audiences listening to participating stations through smartphones, connected cars, smart speakers, smart televisions and laptops.
Peter Smyth, chief executive of IRS+, said the initial performance supported the company’s belief that there was demand for a digital audio network built around local radio stations and content.
“There isn’t anything like Vocalise from IRS+ in the market, so when we launched, we believed that we were tapping into demand from listeners, advertisers and station partners to offer bigger opportunities for more local voices and local content in digital audio programming and brand communications,” he said.
“These results add confidence to our belief that the potential here is considerable. We’re only getting started, but the signs are already very positive.
“We will continue to grow our audio footprint, building the platform as we roll out new features and giving listeners even more reasons to choose Vocalise from IRS+.”
Mike Sleeman, sales director at Digitize, said the audience figures highlighted the continued strength of local radio and growing demand for digital audio services in Ireland.
“The increase in listenership and engagement highlights the strength of local radio and the growth of digital audio in Ireland,” he said.
“Audio advertising needs to be both impactful and accountable. Vocalise is proven to cut through the noise, offering brands a transparent and measurable way to reach their audience across the country.”
Digitize is one of Ireland’s longest-established digital audio specialists and works with media organisations including the BBC, BBC Audio and Channel 4.
The Vocalise network includes 16 established Irish radio stations and five digital-only services.
Participating stations include Highland Radio, Ocean FM, Midwest Radio, Midlands 103, Northern Sound, Shannonside, Radio Nova, Sunshine 106.8, East Coast FM, KFM, KCLR, South East Radio, Tipp FM, Radio Kerry, Clare FM and WLR FM.
The five digital-only stations are Nova 80s, Nova Classic Rock, Nova Chill, Sunshine Soul and Absolute Irish.
Midwest Radio and Midlands 103 entered the digital audio advertising market for the first time through the partnership, while the other participating stations migrated from previous digital audio providers.
IRS+ said it intends to expand the Vocalise network and introduce additional features as the platform develops.
