Partnership between RMS and A Million Ads announced

Hamburg, 25th April 2017

RMS partners with A Million Ads to deliver personalised audio advertising. The audio sales house RMS and UK start-up A Million Ads are bringing Dynamic Creative to the German audio market.

 
 

RMS, the leading German audio sales house, and A Million Ads, a global leader in data­-driven audio marketing, announced their cooperation on the German market today. A Million Ads specialises in the delivery of dynamic content and personalised adverts for online audio. It is the UK company's first partnership in Germany. This shows the continuing growth of Programmatic Audio. 


Thanks to the partnership, RMS now has access to the technology and creative approach developed by A Million Ads for the marketing of its online audio portfolio and can link them with its own adserver. Based on the known user information, advertisers can mix dynamically generated elements within a campaign, and thereby create personalised audio spots with a vast amount of possible combinations. The data which A Million Ads can access from the outset includes the location, time, weather and user device as well as the sequence of hearing the ad. In the next stage, first party data will become available, e.g. from login or usage. 


Frank Bacher, Head of Digital Media at RMS: "We are delighted to have gained A Million Ads, an experienced expert in personalised, data-powered online audio advertising, as a partner. This will give advertisers the chance, for the first time, to adjust and place advertising spots in real time for individual target groups. Thanks to this precise transmission, we can gain maximum attention in relevant situations. That is a real ground-breaking innovation for the audio advertising market. Dynamic Creatives emphasises the high quality of the online audio format. Together with A Million Ads and the campaigns of the first selected advertising partners, we will drive forward new developments in the German audio market."


Steve Dunlop, Founder and CEO at A Million Ads: "RMS are the obvious partner for us in the German market. Their scale and capability offers advertisers the chance to reach millions of consumers. Now, with A Million Ads, those moments can be personalised to each individual listener, capturing more attention and driving ROI for advertisers."


At the moment, the preparations for the first test campaigns are ongoing in cooperation with a large agency network. 

About A Million Ads
A Million Ads delivers personalised audio creative on-the-fly and at scale. driving higher brand engagement and greater media effectiveness. We make this possible by combining cutting-edge technology with innovation in the creative process to deliver relevant and personalised digital audio ads in real time. 
Contact: press(at)amillionads.com


About RMS
As the leading audio sales house in the German audio marketing market, RMS helps its clients to get closer to their target groups and their purchasing decisions, both in terms of location, time and topic. To do this, RMS offers services from the whole audio spectrum; advert times and formats as well as online offers from 165 private radio stations nationwide. On top of that, they are also leading the market in web radio and mobile apps. The marketing offer is supplemented by further services for market research, media planning and creation. In 2016, the revenue of the RMS partner stations was 1,270 billion Euros, according to Nielsen Media Research. The Chairman of the Board is Florian Ruckert. RMS has offices in all large German agency cities. The company's headquarters are in Hamburg Together with RMS Austria, RMS is the biggest audio sales house in Europe.

Contact: Kirsten Schade, Company Communication Press spokesperson, RMS Radio Marketing Service GmbH & Co KG
T. +49 (0) 40. 23890-153 M. 0175 8346079 E. schade@rms.de

Pandora Partners with A Million Ads to Become First Publisher to Deliver Dynamic Creative Audio Advertising

23 February 2017

Imagine a world where the advertisements you hear speak to you like a trusted friend. They get you. Your likes. Your perspective. And understand how to add value to your everyday life.

We’ve worked hard to make this level of personalisation a reality for your music listening experience on Pandora. We already know how important it is to deliver the right message, to the right person, at the right moment–so we are beyond thrilled to announce that we are entering an exclusive partnership with UK-based company, A Million Ads, to enable our advertising partners to do this at even greater scale and efficiency.  

Together Pandora and A Million Ads are working to establish a new standard for data-driven creative in audio advertising. Not only will this partnership allow brands to further personalise their creative on Pandora, but they will also be able to look at performance across many more variants.

By applying dynamic creative technology to the world of audio, select Pandora advertisers will soon be able to test these enhanced features (that we plan to make widely available later this year):

  • Dynamic Creative at Scale: Serve real-time, tailored audio ads to Pandora listeners through a single tag. In addition to gender, age and zip, these ads also take into account variables like location, time of day and weather–letting advertisers create up to thousands of versions of an ad easily and efficiently. Combined with Pandora’s registration data, this puts the true power of personalisation to work for your brand message.
  • Sequential Messaging: Tell a complete brand story with sequentially targeted audio ads. We’ve already seen how campaigns that prioritise storytelling over asking the consumer to make a purchase achieve more effective results.1 Now, we take that to the next level through an unstoppable combination of audio storytelling and sophisticated targeting technology.

Dynamic Creative Expected to Lead to More Effective Brand Messaging

Can you imagine the possibilities of serving hyper-personalised, real-time audio ads to an audience who is already engaged and immersed in a personalised music listening experience? The end result is a brand message that actually connects with the listeners. Instead of serving the same coffee shop ad across regions and demographics, Pandora advertisers can easily tailor their creative to achieve more relevance to the listener. For example, listeners in Oakland, CA might hear something like this:

We’re also excited to be enabling musical personalisation, where advertisers can leverage a variety of different music beds and sounds to match a listener’s current listening experience.

Key Performance Indicators Expected to Get a Boost

We’ve seen time and again that contextually relevant ads generate more resonance with their intended audience, leading to better performance in terms of engagement and recall. Through this partnership, we also expect to see key performance indicators get a boost, including the hard-to-move metrics of Brand Favorability and Purchase Intent.

“We share Pandora’s vision and value for personalisation within the unique and intimate audio environment,” said Steve Dunlop, founder and CEO of A Million Ads, “and I’m delighted to partner with Pandora to bring this to market at scale. Dynamic creative represents a significant step in innovation for digital audio advertising and we look forward to building on this partnership as we grow.”

Pandora advertisers can expect dynamic creative functionality to be widely available later this year. To learn more about our partnership with A Million Ads,

Sources:

1. The Science of Social Advertising, “A Research Study on Sequenced for Call to Action vs. Sustained Call to Action,” May 2014