Octave Audio taps valuable new audiences for big brand clients by harnessing Covatic technology

Sector

Retail

Objective

Awareness, Consideration

Format

Audio

Overview

Octave Audio, a joint venture between commercial radio operators News UK and Bauer Media, was looking for ways to maximise first-party data for advertising purposes, by bringing true addressability to the digital audio space, enabling its clients to target audiences at scale across premium audio environments.

What was the role of digital within the media mix?

Octave applied Covatic’s, ID-less, privacy-first technology, A-Type, to support its clients – including Samsung Buds and ASDA – in maximising addressable reach among target audiences through digital audio advertising.

Covatic’s on-device technology employed probabilistic methodologies to determine customers who are currently unlikely to be ASDA shoppers, generating new audiences for the brand to target via mobile and smart speaker. In the case of Samsung Buds, the solution used deterministic modelling and on-device processing to understand the mobile phone's brand and the devices connected to it. These insights were exposed to the Adswizz ad engine as anonymous advertising segments so that an ad could be served to the user without any party knowing the identity of that user.

Killer stats

Octave was able to help ASDA target regular shoppers at core competitor supermarkets using Covatic’s audience segmentation technology, delivering:
11.4 million
Impressions
98.2%
Listen-through rate

What results did you attain? What was the biggest achievement?

Octave was able to help ASDA target regular shoppers at core competitor supermarkets using Covatic’s audience segmentation technology, delivering killer stats.

The results surpassed expectations and the digital audio company helped to maximise Samsung Buds and ASDA’s audience reach in a privacy-first way, emphasising the potential of the partnership between Covatic’s innovative solutions and Octave’s rich pool of online commercial radio listeners. Samsung and ASDA have since continued to run campaigns through Octave’s network with ongoing successful results, with ASDA's average monthly spending increasing 70% since implementing the Covatic segments.

The partnership's most significant achievement was generating new revenue for Octave’s business – hitting the six-figure mark.

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