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LiSTNR increases CPMs by 15% by using live & behavioral targeting
LiSTNR aimed to boost ad revenues and differentiate themselves in the market by leveraging NumberEight's Advanced Behavioral solution, enabling precise addressability through live-moment and behavioral cohort targeting.
15%
CPM Lift
92%
addressable impressions
86%
of active users had cohorts assigned
Introduction
Australia’s largest radio broadcaster
LiSTNR’s radio stations, podcasts and news broadcasts reach more than 8 million Australians every single month.
Challenge
Reach hard-to-identify personas at scale
As a market leader in audio advertising, LiSTNR strives to pioneer technology to meet advertisers' evolving needs for data analytics and targeting. By adopting the NumberEight platform, they were looking to address challenging briefs that require reaching hard-to-identify personas. Additionally, following Apple's iOS14.5 severe impact on Australia's mobile market, they were looking to maximize addressability while prioritizing the protection of users' privacy.
Results
Real cohorts, real impact
In just 9 months, our collaboration delivered real results—from greater addressability and higher ad revenue to securing new campaign budgets from brands like Bob Jane and Swisse.
15%
92%
86%
Solution
The power of cohort-based targeting
NumberEight's Advanced Behavioral solution leverages on-device computing to provide publishers with unique data offerings, including live moments and unbiased behavioral insights.
- Live targeting to reach audiences at the optimal time for maximum impact (e.g. holiday ads when people return from a trip).
- Unbiased behavioral data to attract new advertisers and cover LiSTNR’s previously unmatched demand.
- On-device computing to reassure advertisers of long term privacy compliance and increase scale.
- Kim Loasby, Digital Ad Product & Strategy Director
