Adrian J Cotterill, Editor-in-Chief
Global, the Media and Entertainment group, has announced that DAX, its market leading digital audio advertising product, will be available to digital outdoor advertisers from February 2020. DAX will rebrand from the Digital Audio Exchange to the Digital Ad Exchange to better reflect that advertisers can buy both digital audio and digital outdoor together.
Global has announced their move into programmatic outdoor advertising with the introduction of digital outdoor through DAX. This latest move gives advertisers the ability to buy digital outdoor campaigns through demand side platforms (DSP), as they are able to do with other programmatic media such as audio and video.
Demand side platform (DSP) launch partners include The Trade Desk, Vistar Media, Mediamath and Hivestack.
This move brings together Global’s significant outdoor portfolio alongside its market leading radio and entertainment business and will give advertisers access to Global’s digital outdoor and digital audio inventory, in one programmatic platform. Advertisers can integrate their programmatic audio and outdoor buying in areas such as geo location targeting.
In addition, in the same way that DAX represents 238 publisher brands within the audio sector – including ITV, Sky and Telegraph Media Group – Global also announced that a group of third-party outdoor media owners will be putting inventory into DAX. Admedia, Elonex and All City Media Solutions, have already signed up as digital outdoor inventory partners on DAX.
Phil Daniel, MD Sales and Marketing, Admedia, said “We are thrilled to be a launch partner of DAX. We feel they are in an ideal position to harness the incredible potential of our Motorway Service Area Nexus screens to deliver targeted and relevant audiences in a unique mindset in the most dynamic and efficient way.”
Global first entered the outdoor advertising market in late 2018, adding 235,000 screens across its portfolio. Simultaneously, Global continues to grow commercial radio, reaching more than 25 million listeners every week and achieving a social media reach of 75m monthly engagements, with its market leading brands; Capital, Heart, Classic FM, Smooth, LBC, Radio X, Capital XTRA and Gold.
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