Australia's SCA Launches Attribution Tools

Australian media company Southern Cross Austereo (SCA) has launched two digital audio attribution products - SCA Footsteps, which attributes footfall to digital audio campaigns; and SCA Soundcheck, which provides campaign and brand effectiveness studies for digital audio.

SCA reaches more than 95% of the Australian population through its radio, television and digital assets. The new Footsteps solution offers advertisers insights from listeners who have heard an audio ad and then gone to a specific location, retailer or precinct as a result, within a measured timeframe. When a listener is exposed to a digital audio ad across SCA live radio streaming or SoundCloud, location data on their smartphones is matched with tech provider Hyp, to identify store or location visits across Australia.

Soundcheck, based in the firm's Research and Insights division SCA iQ, uses ad tracking and retargeting technology to identify listeners who heard an ad, and retarget them with a campaign study questionnaire, allowing comparison to a control group of Internet users who have not heard the ad. This control versus exposed research methodology helps inform advertisers of overall campaign effectiveness including increased consideration, ad recall and purchase intent.

The two products can also be used with SCA Fanbase, a targeting product used to create specific audience segments. Head of Streaming Sales and Operations Jonathan Mandel (pictured), comments: 'These new attribution products are in response to demand from brands, agencies and programmatic teams to provide their clients with tangible ROI results. By coupling this attribution with data-driven audience targeting through SCA Fanbase, advertisers can now complete the digital audio consumer journey by providing attribution such as in-store footfall from SCA Footsteps and increased consideration and brand perception through SCA Soundcheck'.

Web site: www.southerncrossaustereo.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.