audioXi, Ireland’s largest digital audio exchange, partnered with Carlsberg Ireland to execute Europe’s first programmatic digital audio campaign through Google’s platform, DV360.

audioXi leveraged their tech platform Adswizz to execute this media buy.

In recent months we’ve seen an expanding interest in digital audio across the advertising industry in Ireland. With a growing number of users now accessing their audio content digitally, this has led to digital audio being an exciting new medium for many advertisers.

This shift was under pinned by IAB Ireland’s recent research “Listen Up Ireland” which they conducted with Red C Ireland.

This found that the average person is listening to over 13.6 hours of digital audio every week, so it’s a highly engaged audience.

Lorna Begley, brand manager at Carlsberg Ireland, said: "We at Carlsberg are delighted to be able to work with audioXi and Carat to execute this market first in Europe. Digital audio has been a new and exciting medium for Carlsberg over the past 9 months.

"Being able to buy digital audio in the same ecosystem as our search, display and video via Google’s DV360 will make this a continued and more attributable focus for us here in Diageo."

With 27% of users planning to increase their Digital Audio consumption in the next 12 months, according to the IAB and Red C Research, the future looks to be an exciting one for Digital Audio.

With mediums such as Google DV360 now enabled to buy digital audio via, it’s making it easier than ever for brands to add digital audio into their overall digital marketing mix.

Rob Timony, business director with audioXi commented: "At audioXi we’re always looking for innovative opportunities to bring to our clients and agencies.

"We’re thrilled to be able to work with Carlsberg Ireland and Carat in executing a European first media buy between the Google and Adswizz platforms."

The deal was negotiated by Carat Ireland and executed via their programmatic buying arm, AMNET.

Dave Winterlich, chief strategy officer with Dentsu Aegis Ireland, added: "We’re continuously looking at how we can stay at the forefront of technology in order to connect brands in culture.

"Programmatic audio is a great example of how we’re identifying trends in the consumer landscape, embracing technology to open up new opportunities and exploring new things for clients".