What is Programmatic Audio Advertising and How to Do It effectively?

WHAT IS PROGRAMMATIC AUDIO ADVERTISING AND HOW TO DO IT

Our listening preferences are always changing. Around 95 million Indians consume digital material each month, including over 57 million listeners of podcasts alone. With their rapid growth, streaming platforms are extending their ad offerings, providing marketers with a unique opportunity to make eardrum-targeting content. The battle for visibility is ongoing.

There are more than 500,000 podcasts available, covering a wide range of interests. Advertisers should use digital audio when consumers switch from radio to it to expand their audience reach and message frequency while utilizing the implicit efficiencies that programmatic advertising provides. They will be able to maximize their investment thanks to this.

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What exactly does “programmatic audio” mean?

The online advertising landscape is expanded by programmatic audio advertising. Ads for audio content, such as podcasts, audiobooks, digital radio, and streaming music services, are purchased using the same automated procedures. All the benefits of programmatic purchasing, including better targeting, measurement, and remarketing for advertisers so they can dependably use this technique to run campaigns, possibly yours.

By including audio inventory, new possibilities for audience participation have emerged. Because of the virtually universal internet connection and the proliferation of the internet of things (IoT) in our daily lives, users are moving closer to always being online.

In situations when audiences may be overexposed to visual advertising, programmatic audio is essential for it allows you to construct marketing and advertising strategy organically. In an environment that is safe for brands and where utilizing displays is simply not an option, it gives you the chance to reach a very targeted, mobile audience.

Targeting solutions

Audience targeting for programmatic audio is comparable to audience targeting for other channels that you’re already familiar with. Employ audio-specific data to target specific genres, playlists, and demographics to fit a campaign’s tone or theme. The same audience-targeting tools that you used for display, video, mobile, and multi-channel ads are also applicable here.

You can target wealthy digital audiences with programmatic audio based on well-known tGRP and CPP KPIs as well as conventional broadcast features like dayparting, region, and format. You can retarget someone after they have listened to an audio ad to keep them progressing through the customer journey.

Targeting based on IP –

Geo-fencing
Behavior and content
Targeting of first parties
Contextual (keywords and subjects)
Adaptive triggers
Based on technology

What advantages does programmatic audio offer?

In addition to display, video, mobile, OOH, or CTV, digital audio can be utilized in cross-device campaigns to increase brand recognition or as a funnel for general prospecting.

Audiences with high levels of engagement: For customers, audio offers a unique, emotive, and engaging experience. Because of the nature of the listening experience, commercials that mix in with the content are more appreciated and effective; according to Nielsen, host-read ads are responsible for a 71% brand recall rate.

Precise Targeting: A wide range of targeting options are available, including audience targeting, geo-targeting, and device targeting.

Frequency control: By controlling the frequency at which ads are presented, you can cut down on squandered impressions.

Data decision intelligence: You may increase efficiency and performance by combining first-party data with mobile network data.

Efficiency: Get maximum reach through targeted execution, efficient discovery, and focused targeting.

Real-time optimization: Dynamic creative messaging: 360-degree binaural advertising can be sent, and data and context can be used for customization. According to research, dynamically tailored creative results in a 2.4x boost in conversions and an average 52% increase in ad recall.

Real-Time Optimisation: Provide creative that can target, refine, and extend a range of particular parameters in real-time to meet the pre-established KPIs (e.g. universal campaign management, setting filters for devices, frequency etc).

Reports and attribution: To improve and attribute conversions, get data on the complete customer experience, including audio activity.

Strategies for Audio Audience targeting.

Programmatic audio gives marketers access to much more inventory, but it’s crucial to make sure the ads are precisely targeted. You can intelligently inform the entire media stack by utilizing audience insights from mobile network data.

Data-driven audience growth: By using data modeling, you may keep track of prospecting activity and change publisher deal terms. After that, the DSP can incorporate these activities with audience knowledge.

Sequential messaging: You may deliver sequential messaging across all channels and devices while in charge of a frequency cap for the entire buy thanks to cross-device targeting and attribution.

One way some advertisers are increasing their CTV spend is by expanding their connected TV reach with digital audio. The argument is convincing since this year in the US, connected TV watchers will be outnumbered by digital audio listeners by 9.7 million.
To achieve a seamless cross-channel experience, take into account integrating audio, video, and display with audience data targeting and evaluating it against digital KPIs.
Use the same targeting and reporting capabilities from your video, mobile, and cross-device campaigns to diversify your programmatic expenditure.

How to use Programmatic Audio Advertising

Because audio is a relatively distraction-free medium, using programmatic audio alongside other digital advertising techniques is not difficult for firms that advertise directly online. Because it generally operates on the same programmatic concept as video advertisements, it is equally simple for advertisers. What differentiates them are the different formats and how they are used the following –

Recorded audio advertisements can be dynamically introduced and come in three basic placements: pre-roll (before audio content), mid-roll (during a portion), and post-roll (after). They are available in common lengths such as 15, 30, and 60 seconds.
Companion display ads are static banners that are shown in the audio player along with the audio ad track while the content is being played.
Native advertising is most frequently connected with podcasts since the hosts frequently read them. There is no defined duration for these advertisements, which can be dynamically introduced in the aforementioned three locations or permanently integrated into the application (not programmatically).
One-by-one sets of two or more audio adverts inside the same content are known as audio ad pods.
A 5 to 15-second long in-game audio commercial track that delivers in-game bonuses to the player upon completion is referred to as “rewarded audio” and is unique to video games.
Interactive advertising with clear calls-to-action that prompt a reaction from the listener just by speaking and help forge a stronger bond between the advertiser and the listener is known as voice-activated ads.

A demand-side platform that supports the required format must be present for an audio ad to operate. It’s crucial to keep in mind that not all programmatic platforms are created equal and that most of them have a variety of supply-side channels through which ads can be delivered.

The next step is to determine where to place these adverts now that you are aware of the formats you can use and how to use them. This is a short list of places where listeners can hear your audio advertisements:

Podcasts
Audio content
Online music
Voice-enabled content such as voice abilities and actions, courtesy of voice assistants such as Amazon Alexa and Google Assistant
Online Radio

Focusing on the future

The fact that people love audio is what should make any advertiser weak in the knees about digital audio advertising and programmatic audio. Because of how well-liked podcasts are, how many audio articles are being produced, and how much streaming audio is available, more people are listening than ever before. Due to the relatively low entry cost and consistent listening interest, many brands and publishers are coming into the audio market to develop a presence in the space that may not only engage their readers but also generate new revenue. As you are aware, that means advertising will have more choices.

Our current style of life fosters audio consumption. In a time where people are constantly on the go, it only makes sense that both sides synchronize and reach their audiences wherever they are. Of sure, they should continue to make relevant ads. Programmatic audio advertising can be a progressive source of income when visual channels are limited. It is a cheap tool that needs to be the mainstay of any advertising and marketing strategy.