The first of its kind partnership will see DAX absorb Haymarket’s automotive data to power its motoring audience segment strengthening the proposition for automotive brands and car insurers, says Haymarket.
It is the first time Haymarket has entered into a data partnership with another publisher.
DAX offers brands a single buying point to reach an audience of 15 million people across 180 digital audio platforms such as Soundcloud and audioBoom and radio brands including Global’s Capital and Radio X and Bauer Media’s Kiss. DAX uses audience data from a huge range of audio publishers to give advertisers a broad choice of demographic and behavioural segments. These can be bought both direct and programmatically.
The introduction of specialist audience behavioural and intent data from Haymarket’s Autocar, What Car? and PistonHeads brands will bolster the DAX automotive segment. The first advertiser to take advantage of the new audience segment will be Audi.
Julia Dear, Haymarket’s commercial director, said: “Haymarket is very protective of its market-leading automotive data and this is the first time we have partnered with someone to extend that value across another media channel. This kind of collaboration allows us to focus on what we already do well – developing rich, deep, in-market audience data – and allow DAX to do what it does well and focus on delivering the best-in-market digital audio solution. By coming together our individual expertise allows clients to drive both reach and performance in a way they have not been able to in the past. We very much see this kind of partnership as a positive step forward for the industry."
Mike Gordon, chief commercial officer at Global, said: “Haymarket’s motoring brands reach almost every car buyer in the UK and their intent data is among the best in the market. Advertisers want reliable quality data to target audiences, in this case car buyers. DAX means advertisers can target their audiences at the most relevant times and in the most relevant places, which makes this such a compelling new proposition for car brands and insurers. Long-term data partnerships are an incredibly important part of the DAX strategy and we’ll have more to announce soon.”
Hanaan Chaudhry, communications planning manager at MediaCom, said: “The partnership between Haymarket and DAX will, for the first time, allow us to leverage first-party data to reach in-market motoring audiences whilst they consume digital audio content. This targeting capability offers the opportunity to enhance campaign efficiency by minimising media ‘wastage’ and ensures Audi reach the most relevant audiences.”
