ARN and Coles Express have partnered to launch personalised radio ads on broadcast radio, in what the network is calling a world-first.
The Dynamic Audio campaign uses technology partner A Million Ads’ software to create 3875 different versions of the Coles Express commercial. The same technology then uses the time of day, day of week, location and the rotation of products to determine the most contextually relevant version to broadcast at any given moment.
The campaign will run across ARN’s KIIS and Pure Gold networks in Sydney, Brisbane, Adelaide and Perth.
“With every brand looking for ways to make every spend work harder than ever to deliver results, Dynamic Audio provides targeted and personalised messaging which gives advertisers more certainty that their brand is getting cut though,” ARN’s chief commercial officer Pete Whitehead says.
“Using the Dynamic Audio tech, our creative team had just one script, and in less than two hours of recording time and less than one day to produce, we were able to create literally thousands of customised commercials providing our client the ability to deliver dynamically targeted advertising across both broadcast and digital.
“The rollout of ARN Dynamic Audio, across FM, AM, DAB+ and iHeartRadio, is part of ARN’s long-term strategy to expand and diversify our comprehensive commercial offering.”
ARN and Coles Express used a research panel of 1020 respondents, aged 25-54, to test a standard 15-second commercial against a 30-second Dynamic Audio commercial, both had similar content promoting the Coles Express Instant Win promotion.
ARN says the research found, despite being twice as long, three times as many people preferred the Dynamic Audio commercial with it delivering the message 70% more clearly, was 88% more trusted, 75% more customer-focused, and that it delivered a 91% increase in brand likeability for Coles Express.
“At Coles Express we know how important it is to reach consumers at the right time and through the right media channels,” says a Coles Express spokesperson.
“This is a great opportunity to reach consumers contextually through audio that relates to a particular moment in time and will provide us with greater cut through and brand relevance.”
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