Commercial Radio & Audio (CRA) have launched CRA Audio ID, bringing together ARN, Nine Audio, Nova Entertainment and Southern Cross Austereo to allow marketers to plan, buy and optimise their digital audio campaigns across live streaming radio and podcasting via Display & Video 360, Google’s demand-side platform (DSP).
CRA Audio ID will provide audio addressability at scale, allowing advertisers to manage frequency, target with precision, and access high value audiences across networks, within a privacy-safe and brand-safe environment.
Lizzie Young, CRA CEO said:
“When we first announced CRA Audio ID at HEARD earlier this year our goal was clear, to make buying digital audio easier, smarter and more effective. Today, thanks to the support of Google, GfK and our network partners, that’s a reality. Together, we’ve moved quickly to deliver a future-fit solution that transparently provides scale, precision and accountability alongside unparalleled access to premium, locally produced content.
With broadcast audiences remaining strong and digital listening accelerating, our focus remains on building an audio ecosystem that’s easier to access and puts marketers and agencies in control. It’s a practical and powerful example of how we’re embracing digital transformation to make audio work harder.”
Google’s AUNZ Head of Programmatic Media, Christopher Eden, said:
“Audio is ingrained in all of our daily lives and is a critical and rapidly transforming part of the Australian advertising mix.
We’re proud to launch the Audio ID integration in collaboration with local industry partners at CRA. Unified alongside other major channels, the integration in Display & Video 360 will enable our customers to take full advantage of the programmatic audio opportunity with enhanced signals, addressability and a seamless workflow.”
CRA Audio ID does not include the Super Radio Network, ACE Radio Network, Capital Radio Network, Sports Entertainment Network (SEN) and some of the other smaller independent ones like Great Southern Land Media (GSL Media). While to a marketer this solution does provide this addressability at scale, a point of difference of the independent networks is that they continue to provide local and niche to their markets, which is more affordable for mum and dad businesses or those wanting to target, in the instance of SEN, specifically sports fans.
Another point of note for marketers is that CRA Audio ID ‘unifies premium inventory’ which reads like a growing trend that was expanded on during SXSW Podcast sessions recently, where advertising spend is filtered into boosting what is perceived by a network as their premium inventory, for example Kyle and Jackie O, not Cruise 1323.
CRA Audio ID should work well for big brands in big shows, but won’t be a one size fits all.
Jen Seyderhelm is a writer, editor and podcaster. Email: [email protected]
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