Digital Ad Exchange Exceeds Revenue Targets

Global

UK media and entertainment group develops market-leading digital ad exchange

SOLUTION

Product Development

SERVICE

Consultancy

VERTICAL

Entertainment

THE CLIENT:

Europe's largest radio company

Global is home to the UK’s biggest and best-loved radio stations, including Heart, Capital, LBC, Capital XTRA, Classic FM, Smooth, Radio X and Gold. In addition to being responsible for entertaining more than 25 million people across the UK each week, Global stages over 150 live events each year attracting the biggest artists, personalities and performers on the planet.

THE CHALLENGE:

Develop a new programmatic audio product

Global wanted to assess the advertiser and agency demand for an automated programmatic audio offering. They needed assistance in defining the ad proposition and the optimum go-to-market sales strategy. The work needed to assess the company’s performance across key disciplines such as sales, ad format, use of technology, data, programmatic, mobile, video and creative content.

THE SOLUTION:

Combination of consultancy, product development and delivery

Our specialist media research and advisory team analyzed the programmatic audio ad market to establish the revenue opportunity, the optimum model and route to market. We then deployed a Theorem Operations team to support the delivery and rollout of Global’s programmatic product, Digital Ad Exchange (DAX), in market.

THE IMPACT:

Increased market share and international expansion

The work clearly established Global’s Digital Ad Exchange as the leader in the market, helping them win over 50% of the radio ad revenue. Importantly, the analysis provided Global with the information to create the right sales pitch with their buyers. The offering exceeded revenue targets and is so successful they used the learnings to support their international expansion plans.

“Theorem was instrumental in helping Global scope out the commercial opportunity for DAX, both in the UK and Europe. Their Media Agency Panel provided the deep quantitative and qualitative insights we needed to understand the key dynamics of the digital audio landscape - and their analysis demonstrated how DAX could become a leading operator in that market.”

Stuart

Commercial Director

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