Australia's SCA Buys Stake in Audio Ad Tailoring Firm

Australian media company Southern Cross Austereo (SCA) has made a minority investment in US company Frequency, which uses data signals to create multiple personalised versions of audio ads in real time. Terms of the deal have not been disclosed.

Advertisers using the Frequency platform can target their desired audience with personalised promotion across all platforms and devices. The platform combines workflows and data to enable advertisers and SCA to streamline audio production, manage campaigns and customise ad products, with an analytics system to measure results. As part of the investment SCA's team for its LiSTNR digital audio listening app will work with Frequency to create new data integrations and custom audio products.

The news follows SCA's recent investment in artificial intelligence and machine learning company SourseAI, which now provides content recommendations to the broadcaster's listeners. SCA Chief Sales Officer Brian Gallagher (pictured) comments on the latest deal: 'Our investment in Frequency is an exciting media capability with the ability to change the ads based on what is happening - making advertiser messages most relevant to the consumer. The ability to provide our advertisers with dynamic creative, real-time optimisation and measurement analytics will make LiSTNR an even more compelling advertising proposition'.

Web sites: www.southerncrossaustereo.com.au and www.frequencyads.com .