Sonic, the music and lifestyle marketing and advertising group, has added a new premium level of service through partnering with programmatic advertising experts, RadiumOne.
The partnership opens up its audience data for programmatic and retargeting campaigns through its own private RadiumOne marketplace. Sonic sought out RadiumOne to make best use of their profiled data pool, extending reach across all media outlets by powering its ‘Sonic Boom’ platform.
Through the use of RadiumOne’s intelligent technologies, Sonic Boom, once fully rolled out, will enable advertisers to reach an audience of up to seven million unique users by accessing Sonic’s engaged social audiences everywhere across multiple devices. Crucially, advertisers can now target and reach every single fan that interacts with Sonic Network site content – whether they’ve liked, shared, posted or emailed anything across its social platforms. This unique audience will now be accessible via The Sonic Boom.
Sonic has been capturing data from both on site and social connections – using RadiumOne’s Sharegraph – to create significant amplification with category, keyword and even brand focus all delivered through programmatic trading. Sonic Boom’s audience profiling capabilities not only covers demographics, but also media channels, responsiveness and propensities on lifestyle characteristics and brand preferences across music, entertainment, fashion and more.
Rupert Vereker CEO of Sonic Media Group said: “Using RadiumOne’s technology, Sonic Boom will enable our music and lifestyle brand advertisers to access valuable and hard to reach audiences with programmatic and rich display campaigns with intelligent retargeting. This will help to extend the reach of campaigns or branded sponsorships with our partners, providing them with additional value that they can’t get anywhere else, as well as enabling independent publishers to deliver this high quality of audience reach, managed through the Sonic Boom service. This service has the potential to radically change the infrastructure of marketing in the music industry and facilitate the uptake of music activations by brands.”
Abeed Janmohamed, Commercial Director, RadiumOne commented: “By using our tools when building its platform, Sonic and its partners will be able to identify and create relevant content to engage and grow their customer bases, connecting with individual fans on a highly personal level. Crucially, this will provide Sonic with a highly competitive edge over rivals that simply won’t be able to compete with the level of audience insight the sonic Boom platform provides.”