Global announces launch of DAX across outdoor and audio

Global announce that DAX, its digital audio advertising product, will be available to digital outdoor advertisers from February 2020

The move will give advertisers the ability to buy digital outdoor campaigns through demand side platforms (DSP), putting digital-out-of-home on the same footing as other programmatic media such as audio and video. DSP launch partners include The Trade Desk, Vistar Media, Mediamath and Hivestack.

The move will also give advertisers access to Global’s digital outdoor and digital audio inventory in one programmatic platform. This will enable advertisers to integrate their audio and outdoor buying, particularly in areas such as geo location targeting.

Ollie Deane, Director of Commercial Digital at Global, said: "We launched DAX back in 2014 to enable advertisers to reach their audience while they listen to the world’s most loved audio content. It's growth since then has been down to advertisers using a variety of data sets and programmatic technology to accurately target audiences and measure the outcome. Today we’re announcing that we’re bringing this innovation to digital outdoor. Our launch product will enable advertisers to buy through their DSP and we will introduce new and unique targeting and measurement products as the platform grows."

Giving a brand’s perspective, Pete Markey, CMO of TSB, added: “The platform is ahead of the game in that no other product in the market gives us access to such a large variety of audio content. The potential to fuse audio with outdoor in a programmatic, highly targeted, way is really compelling.”

In addition, Global announced that a group of third-party outdoor media owners will be putting inventory into DAX. Admedia, Elonex and All City Media Solutions have signed up as digital outdoor inventory partners. 

To reflect the new launch, DAX will rebrand from the Digital Audio Exchange to the Digital Ad Exchange, sign-posting that advertisers can buy both digital audio and digital outdoor together. Commenting on the unification of its outdoor portfolio with its audio and entertainment business, Mike Gordon, Chief Commercial Officer at Global, said: “When we entered the outdoor advertising market, we saw a sector which was full of exciting potential and also one that was in need of further investment and innovation. By uniting our business, Global is able to help brands harness the power of outdoor alongside other digital channels such as digital audio, helping them to create more moments that matter.”