Telegraph Media Group, NME and NOW Music to join DAX's roster of audio publishers

DAX, the UK’s largest digital audio advertising platform created by Global, held its annual Upfronts presentation for advertisers on November 27.

Kicking off its set of announcements, DAX unveiled a brand-new exclusive partnership with Telegraph Media Group, to help grow and monetise their podcast portfolio in the UK. Having seized the opportunity of the medium to reach new and engaged audiences since 2005, The Telegraph is a pioneer in podcasting.

From today, brands will have the opportunity to sponsor 18 of Telegraph Media Group’s podcasts which cover a diverse range of topics from food to fashion, football to finance, news and politics.

DAX also revealed a new partnership which sees iconic music brand, NME onboard its online radio properties - NME Radio 1 and NME Radio 2. Concluding its set of publisher partnership announcements, DAX announced that the biggest selling compilation brand in the world, NOW Music, has now made its inventory available on the platform.

Advertisers can reach 133M listeners worldwide on DAX. In the UK alone, DAX has grown by 37% in the last 12 months, reaching 27M UK listeners through 238 publisher brands.

Eleanor Marshall, Head of Data at DAX, continued the Upfronts presentation to unveil one of the most exciting developments in digital audio advertising to date - DAX Cross Device.

Launching in 2020, the new product created by Global, unlocks opportunities for advertisers to connect with larger audiences across more devices.

DAX Cross Device enables advertisers to reach more people consuming digital audio on smartphones, tablets and desktops, and track the effectiveness of their campaigns. The feature will give brands and agencies a more holistic view of their advertising across music, podcast and digital radio streaming services.

DAX Cross Device reports the path to purchase when a listener has acted on a brands’ advertising message. In context, if a digital audio ad is heard via a smartphone and a listener later makes a purchase via brands’ website on their desktop device, advertisers can attribute this action to their digital audio advertising campaign.

Bringing additional insight and metrics to DAX, DAX Cross Device is the most significant update to the platform since the launch of audio measurement tool, Listener Insight ID in 2016. DAX hopes to further simplify the targeting and measurement process for advertisers with this new feature.

Eleanor Marshall concluded the morning’s announcements with the reveal that DAX has updated its Listener Insight ID tool to offer advertisers a podcast measurement solution.

Marshall said: “The need for cross device measurement is nowhere more acute than in the podcast space. Not only is it the fastest growing form of audio content but it is also the hardest to track. The majority of podcast inventory is delivered on app, while the vast majority of calls to action are browser based, meaning that post-listen behaviour tends to fall down a data black hole.

However, our device graph means that, for the first time, we have a genuine effectiveness measurement solution for podcast advertising that is neither survey based, nor sample based but based on known exposure. Listener Insight ID will therefore be available as a standalone podcast-specific product that can be deployed on pre, mid and post roll content, along with host read.”