Global signs Nectar deal to boost digital audio activity

Global is beefing up its retail media targeting and measurement for digital audio campaigns in the UK by signing a data partnership deal with Sainsbury’s and Nectar360.

Nectar360’s first party customer shopping data has been matched with Global’s listener data and is now available for brands to use through Global’s digital advertising platform, DAX.

It is claimed the partnership will enable brands to reach target audiences more easily and clearly measure what happens after they hear an ad across Global’s radio brands and podcasts, including Heart, Capital, LBC, Smooth, The News Agents and My Therapist Ghosted Me.

Brands will be able to plan audio campaigns using anonymised purchase data and shopping insights, meaning they can use real shopping information to play ads to people who buy certain products.

In addition, advertisers will also benefit from Nectar360’s and DAX’s advanced measurement tools which can determine the outcome of audio advertising on product sales and demonstrate the effectiveness of a campaign.

Global and Nectar360 launched this new capability with McCain, promoting the frozen food company’s new McCain Vibes product. The campaign generated a 133% increase in sales for the test group compared to the people who didn’t hear the ad, with a 182% purchase uplift among McCain’s target audience.

McCain senior product manager Megan Bell said: “The DAX–Nectar partnership gave McCain Vibes a standout moment to reach the right people in a highly engaging channel. It was the first time we have been able to use retail data in the audio space, meaning we could more effectively measure the success of the campaign.”

DAX director of commercial audio Tom Streetley added: “I’m really excited to be partnering with Nectar360. At Global we’re dedicated to helping advertisers achieve the best results and the highest return on investment for their campaigns and this innovative partnership will do exactly that.

“In a first for audience targeting via DAX, brands will now benefit from using real shopping information from Sainsbury’s customers to plan their digital audio campaigns. They can also then use that same data to measure campaign outcomes and see how well their ads have performed. We’ve just seen first-hand the excellent results that it’s driven for McCain, and the teams are looking forward to delivering results like this for all our advertising partners.”

Nectar360 director of digital media Alice Anson concluded: “This innovative partnership gives brands a powerful way to strengthen both long‑term brand presence and short‑term performance. By combining Global’s audience with Nectar360’s data and insights, brands can connect with listeners in more meaningful ways, building recognition and relevance whilst understanding the impact of their campaigns. It means brands can grow affinity and clearly see if their ads help people decide what to buy as customers go on to complete their Sainsbury’s shop.”