Global-owned DAX has simply scored an unique take care of Slacker Radio.
Ad-supported audio has all the time been a soggy income supply. But smarter advert applied sciences and approaches — throughout all types of media — may very well 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 a part of the deal, DAX will spearhead advert gross sales and achievement throughout Slacker’s appreciable assortment of a number of hundred stations. In whole, Slacker counts a singular month-to-month listener base of 1.2 million.
That contains a lot of completely different music genres, in addition to information, sports activities, and discuss exhibits.
DAX itself is the results of an aggressive acquisition, additionally in 2017. Back in October of that 12 months, the UK-based media and leisure group finalized its buy of AudioHQ to create ‘the world’s largest audio promoting platform’. AudioHQ was subsumed into the rising DAX platform, which in the end paved the way in which for offers like this one.
Global says it plans to marry its current steady of advertiser relationships with Slacker’s attain. If performed well, that would critically raise Slacker’s ad-supported income pot. “The advertising-supported freemium tier of Slacker Radio is a crucial income supply for the corporate and it’s an amazing worth proposition for our subscribers and listeners,” Mike Bebel, EVP of Development and Rights Management for LiveXLive emailed DMN.
Matt Cutair, CEO of DAX and cofounder of AudioHQ, says the unique deal means extra leeway to monetize. “Now that we're their unique audio advert gross sales associate, advertisers will now be supplied extra distinctive and premium methods to have interaction with their devoted viewers,” Cutair defined.
That may imply extra 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 — except you’re sitting over at Pandora or its new dad or mum, Sirius XM. But others are additionally boasting far larger audiences, together with TuneIn Radio, streaming variations of 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 development means extra persons are participating with audio-based leisure, although plateauing development on platforms like Pandora may sign some saturation on non-interactive radio streams.