SCA launches two new digital attribution products, as audio streaming hits new highs
SCA has launched two new digital audio campaign attribution product, as digital listening continues to record double digit growth.
SCA Footsteps measures footfall attribution to digital audio campaigns, while SCA Soundcheck provides campaign and brand effectiveness studies specifically for digital audio.
The two products will capitalise on SCA’s 46% jump in listening hours on digital audio platforms in August.
SCA Footsteps provides advertisers with 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 to quantify the power of digital audio.
SCA Footsteps was recently trialled with a leading Australian automotive group using digital audio to drive in-store traffic prior to Father’s Day, recording a 61% uplift in visitation compared to a control group that had not heard the audio ad.
Footsteps enables advertisers to track how their audience is reacting to audio campaigns with tangible metrics, enabling measurement of campaign ROI.
SCA Soundcheck, which is housed within SCA’s research and insights division SCA iQ, uses ad tracking and retargeting technology to specifically identify listeners who heard an ad and retargets 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 provides results to inform advertisers of overall campaign effectiveness including increased consideration, ad recall and purchase intent.
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