Digital Audio Exchange (DAX) chief income ficer DAX Jeff McCarthy (l) and CEO Matt Cutair.
Global-owned DAX has simply scored an unique cope with Slacker Radio.
Ad-supported audio has all the time been a soggy income supply. But smarter advert applied sciences and approaches — throughout all varieties media — might be turning that actuality round.
Just this morning, Slacker Radio outsourced its US-based audio promoting must Digital Audio Exchange, or DAX. Slacker was scooped by Nasdaq-traded LiveXLive Media for $50 million in 2017.
As half the deal, DAX will spearhead advert gross sales and success throughout Slacker’s appreciable assortment a number of hundred stations. In complete, Slacker counts a singular month-to-month listener base 1.2 million.
That contains a big quantity totally different music genres, in addition to information, sports activities, and speak exhibits.
DAX itself is the consequence an aggressive acquisition, additionally in 2017. Back in October that 12 months, the UK-based media and leisure group finalized its buy AudioHQ to create ‘the world’s largest audio promoting platform’. AudioHQ was subsumed into the rising DAX platform, which finally paved the best way for offers like this one.
Global says it plans to marry its present secure advertiser relationships with Slacker’s attain. If carried out well, that might severely carry Slacker’s ad-supported income pot. “The advertising-supported freemium tier Slacker Radio is a vital income supply for the corporate and it’s an excellent worth proposition for our subscribers and listeners,” Mike Bebel, EVP Development and Rights Management for LiveXLive emailed DMN.
Matt Cutair, CEO DAX and counder AudioHQ, says the unique deal means extra leeway to monetize. “Now that we’re their unique audio advert gross sales accomplice, advertisers will now be fered extra distinctive and premium methods to interact with their devoted viewers,” Cutair defined.
That may imply additional cash for Slacker, although the larger problem appears to be rising listeners.
Of course, 1.2 million uniques isn’t one thing to sneeze at — until you’re sitting over at Pandora or its new mother or father, Sirius XM. But others are additionally boasting far greater audiences, together with TuneIn Radio, streaming variations terrestrial station giants, and rising channels like Beats 1 Radio.
Broaden the circle to incorporate podcasting, and the competitors for audio consideration is getting fierce.
Then once more, that excellent news and dangerous information. Podcast’s surging progress means extra persons are participating with audio-based leisure, although plateauing progress on platforms like Pandora may sign some saturation on non-interactive radio streams.