Global has introduced a new way for podcast and radio advertisers to track how audio campaigns influence product sales.
The media company has partnered with Sainsbury’s and Nectar360 to combine shopping data with listener insights, allowing brands to target audiences and measure results more precisely through its DAX platform.
Nectar360’s first party customer data has been matched with Global’s listener data, enabling advertisers to plan campaigns based on anonymised purchasing behaviour.
This includes using real shopping insights to serve ads to people who buy specific products across radio and podcasts.
The capability also provides clearer measurement of campaign outcomes. Advertisers can now assess how audio ads impact sales, using combined tools from Nectar360 and DAX to track effectiveness.
Global and Nectar360 tested the approach with McCain, promoting its McCain Vibes product. The campaign recorded a 133% increase in sales among those exposed to the ads, with a 182% uplift in purchases within the target audience.
Tom Streetley, Director of Commercial Audio for DAX, said: “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.”
He added that advertisers can also use the same data to measure outcomes and understand how well campaigns perform.
Alice Anson, Director of Digital Media at Nectar360, said the partnership allows brands to connect with listeners more meaningfully while understanding the impact of their campaigns on purchasing decisions.
Megan Bell, Senior Product Manager at McCain, said the campaign marked the first time the company had used retail data in audio, helping it measure success more effectively.
The partnership applies across Global’s portfolio, covering both radio and podcast inventory.
