global - moments that matter

@thisisdax

@thisisdax

What is Digital Audio?

Why are so many people listening to it?

How can travel advertisers use it?

Audio Content Streamed on a Connected Device

RADIO STREAMING MUSIC STREAMING PODCASTING

DIGITAL AUDIO

RADIO STREAMING MUSIC STREAMING PODCASTING

Logos represent the variety of digital audio services in the market (not all these services have ads or are in DAX)

DIGITAL AUDIO

21.9MILLION

WEEKLY REACH

40% of the population

DIGITAL AUDIO WEEKLY REACH

Source: MIDAS Survey Autumn 2016

Source: MIDAS

2012 2013 2014 2015 2016 2017 2018 2019 2020

y = 2.473E+6x + 8.539E+6R² = 0.992

10.8M

13.6M

16.5M

18M

20.9M

ForecastActual

21.9MILLION

10.8MILLION

24MILLION

31MILLION

…AND CONTINUES TO GROW

Source: MIDAS Survey Autumn 2016

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865 MILLIONSongs streamed each week

Source: BPI

MUSIC STREAMING IS OFFICIALLY MAINSTREAM

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AccessedOwned

MUSIC - OWNERSHIP TO ACCESS

Source: MIDAS Spring 2015 - 2016

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Accessed

+44MOwned

-36M

MUSIC - OWNERSHIP TO ACCESS

Time Spent Listening Hours (weekly)

Source: MIDAS Spring 2015 - 2016

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“we are in a new golden age of podcasting”

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TRAVEL PODCASTS

“shares travel advice: like how use frequent

flyer miles or pack like a pro”

Extra Pack of Peanuts

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TRAVEL PODCASTS

“It’s sort of like listening to a Lonely Planet guidebook, but in audio form.”

Tourcaster

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TRAVEL PODCASTS

“The world is full of awesome experiences, places, cultures, sights, smells and people.

This travel podcast sets out to cover all the goodness and takes you a tour around the

world from your earbuds.”

The Coolest Stuff on the Planet

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Source: Activate @ WSJ Media Summit

Digital Audio apps now account for

19% of all app time81%

19%

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VOICE ACTIVATION IS BECOMING BIGGER

“In the US, well over 40% of Google search queries are now

voice-activated. The UK user base won’t be far

behind.”

Source: Marketing Magazine Apr 2016

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“...on-demand audio allows you to consume content while you go

about living your life.

You don’t need to be tethered to a chair, eyes glued to a screen...

You can listen while you jog, do the laundry, or perform a

multitude of tasks that you can’t do while reading or watching a

video”

McKinsey & Company

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92% of digital audio

streaming is done while

part-taking in another activity.IPA Touchpoints

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RADIO STREAMING MUSIC STREAMING PODCASTING

Logos represent the variety of digital audio services in the market (not all these services have ads or are in DAX)

A HUGE OPPORTUNITY FOR ADVERTISERS

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AD

VERT

ISER

AUDIENCEDAX Character design dev4

THAT’S WHY WE CREATED DAX

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AUDIOTHE NEW DIGITAL FORMAT

VIDEO DISPLAY AUDIO

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How is audio going to sell

travel?

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in a visually driven sector

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have a listen to this picture

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Source: Colleague’s actual emails

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with the absence of visuals the imagination

works harder

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@thisisdax

% campaigns reporting very large profit gains

26%Emotional + Rational

messaging

16%Rational

messaging

Source: IPA, Marketing in the Era of Effectiveness - 1,000 campaigns.

EMOTIONS DRIVE LONG TERM PROFITS

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IN BETWEEN THE EARS OF THE LISTENER

65%of audio streaming is done

on headphones

Source: SoundBoard Audience Panel, 4K listeners

VIRTUAL REALITY FOR THE EARS

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Sound Test

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Peru The Seychelles Cannes Beach

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User Environment First Party Second &Third Party

Gender

Age

Language

Device type

Location

Day & time

Weather

Network

Behaviour

Playlist

User segment

Segments

DMP

Advertiser overlays

65% of airlines plan to offer personalised services by 2018

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GEO LOCATION

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BUDGET

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HOLIDAY TYPE/DESTINATION

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DYNAMIC CREATIVE

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DYNAMIC CREATIVE

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RIGHT PERSONRIGHT MESSAGE

RIGHT TIMERIGHT PLACE

@thisisdaxNote: This is not a staged stock image, Monday morning commutes can be this rubbish

@thisisdaxNote: This is not a staged stock image, Monday morning commutes can be this hard

CRUISERLUXURY LONG HAUL

TRAVELER

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CRUISERLUXURY LONG HAUL

TRAVELER

Delivering emotional and personal messaging at moments that matter

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THANK YOU FOR LISTENING