Addressable advertising has been a vexing matter for many radio broadcasting company leaders, with the technology of bringing audio content to many via AM and FM in juxtaposition to the current marketing mantra that individual messaging — the dream that digital media is built on — matters more.
Has SiriusXM just taken one important step toward bringing personalized ads and promos to audio content consumers?
Now available from SiriusXM’s SXM Media arm is AudioID, powered by AdsWizz.
The satellite radio specialist that also owns Pandora calls it a “first-to-market listener identity solution” that brings marketers “new avenues to reach, target, and connect with consumers at scale.”
In short, AudioID offers media buyers and brand managers, in SiriusXM’s view, “a better way for brands to buy audio advertising.”
And, SiriusXM says, AudioID is part of a master plan to make advertising across satellite radio, streaming music, and podcasts “as simple as pressing play or turning the dial.” The company says, “From in-car to at-home to mobile, SXM Media is committed to making premium audio advertising intelligent, accessible, and impactful for listeners and marketers.”
SiriusXM Chief Revenue Officer John Trimble notes,“With this new identity solution from AdsWizz, we’ll be able to create better experiences for listeners, greater value for creators and publishers, and even more impact for marketers.”
AudioID relies on algorithm that accepts and matches a variety of consented listener signals and inputs — the key word being consented. It then weighs them accordingly, and responds to ad requests by finding or creating unique, anonymized AudioIDs. “These IDs can then be tapped into for everything from reach and forecasting to frequency capping, advanced first-party targeting, enhanced measurement, and more,” SiriusXM says.
Later this year, AudioID will extend SXM Media’s first-party audience targeting to opted-in, off-platform parties across AdsWizz, giving marketers and publishers in the U.S. access to “better, smarter data and targeting across their audio investment.”
AdsWizz is a digital audio advertising company acquired in 2018 by SiriusXM for $66.3 million in cash plus shares. AdsWizz and SXM Media SVP and Head of Ad Product, Technology & Operations Chris Record says, “We are entering a new era of identity – both in culture and in technology – that defines us not by who we are on paper or the cookies we leave behind, but by our interests and passions. AudioID is a consumer-first, privacy-conscious infrastructure that will deliver our audiences the best experiences and give marketers access to data-driven capabilities like never before.”
