LiSTNR’s radio stations, podcasts and news broadcasts reach more than 8 million Australians every single month.
Of impressions had a cohort or live moment assigned
Of active users had a cohort assigned
Reach hard-to-identify personas at scale
As a market leader in audio advertising, LiSTNR strives to pioneer technologies that meet advertisers' evolving needs for targeting and data analytics.
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.
”The ability to offer hyper-targeted campaigns without the need for PII or identifiers is ground-breaking.”
Kim Loasby, Digital Ad Product & Strategy Director, SCA/LiSTNR
Real cohorts, real impact
In the space of 9 months our collaboration delivered real results, from increased addressability to enhanced ad revenue and new premium campaigns.
15% CPM Lift
Data layering is one main tactic to increase impressions value. By activating in-moment and behavior based targeting, advertisers valued LiSTNR’s inventory more
92% of impressions had a cohort or live moment assigned
This significantly increased LiSTNR’s addressable impressions, making sure that every impression is valuable to advertisers
86% of active users had cohorts assigned
LiSTNR leveraged NumberEight’s Edge AI to access more of its audience data, allowing their sales team to activate campaigns at scale - even for less common personas
New campaign budgets won
LiSTNR attracted new advertising campaign budgets for brands such as Bob Jane and Swisse, which were intrigued by the ability to target against live and behavioral data
The power of cohort-based 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
To reassure advertisers of long term privacy compliance and increase scale