Global's audio brands are now accessible to advertisers through Amazon's DSP platform, marking a significant milestone in the advertising landscape. This integration opens up a world of opportunities for brands to reach and engage with audiences in innovative ways. The partnership between Amazon Ads and Global is a strategic move that combines the power of shopping, streaming, and browsing data with Global's extensive audience reach. By connecting Amazon DSP directly with Global's DAX platform, advertisers can now target listeners and measure results across various channels, including digital audio, mobile, Global Player, and smart speakers like Alexa. This integration is particularly exciting for brands, as it allows them to tap into the vast listening hours delivered by Global's radio brands, such as Capital, Heart, Classic FM, LBC, Smooth, Radio X, Capital XTRA, and Gold Radio, in the UK. With the ability to live stream, rewind, and catch up on shows, as well as explore a wide range of podcasts and playlists, advertisers can create highly targeted and engaging campaigns. The inclusion of Global's podcast catalogue, featuring popular shows like The News Agents and Up To Speed, further enhances the value of this partnership. This integration not only provides advertisers with a comprehensive platform to reach their target audiences but also sets a new standard for audio advertising, as highlighted by Phil Christer, Managing Director UK at Amazon Ads. He emphasizes the extensive reach across premium audio in the UK, enabling brands to plan, activate, and measure their audio advertising campaigns effectively. Tom Streetley, Director of Commercial DAX Audio at Global, also underscores the partnership's potential, noting that it builds on years of collaboration with Amazon and Alexa, and introduces new avenues for advertisers to engage with audiences and assess performance. This development is a testament to the evolving nature of the advertising industry, where technology and data-driven insights are transforming how brands connect with consumers. As the integration expands to include Global's podcast inventory later this year, advertisers will have even more opportunities to create impactful and personalized campaigns. This partnership between Amazon Ads and Global is a game-changer, offering advertisers a powerful tool to reach and influence their target audiences in a dynamic and ever-evolving media landscape.
