UK Radio Group Global Taps Sainsbury's Purchasing Data

Media and entertainment group Global, the owner of UK radio stations such as Heart, Capital, LBC and Classic FM, has announced a new data partnership with Sainsbury's and Nectar360, providing new retail media targeting and measurement options for digital audio campaigns in the UK.

The deal sees Nectar360's first party Sainsbury's shopping data integrated with Global's listener data, for the benefit of users of Global's digital advertising platform, DAX. Brands can plan audio campaigns, targeting people who buy specific products, using anonymised purchase data and shopping insights. They can also use Nectar360's and DAX's advanced measurement tools to evaluate sales lift resulting from campaigns.

Tom Streetley, Director of Commercial Audio for DAX, states: 'At Global we're dedicated to helping advertisers achieve the best results and the highest return on investment for their campaigns, and this innovative partnership will do exactly that. In a first for audience targeting via DAX, brands will now benefit from using real shopping information from Sainsbury's customers to plan their digital audio campaigns. They can also then use that same data to measure campaign outcomes and see how well their ads have performed.' He adds: 'We've just seen first-hand the excellent results that it's driven for McCain, and the teams are looking forward to delivering results like this for all our advertising partners.'

Alice Anson, Director of Digital Media at Nectar360 says the partnership 'gives brands a powerful way to strengthen both long term brand presence and short term performance.'

Home pages: www.global.com and www.nectar360.co.uk .

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