Programmatic audio advertising: everything you need to know about it

Last year was the year digital audio surpassed terrestrial audio. This has opened a massive opportunity for SSPs, supply-side platforms and ad exchanges to take advantage of this listenership and monetise audiences at huge scale.

Is Digital Audio Advertising Popular?

Hootsuite research shows that a typical Internet user of working age now spends more than an hour a day listening to podcasts. Globally, the average daily time spent listening to podcasts has increased by 7% over the past year. 

In addition, according to Nielsen Media Lab, 53% of consumers use free ad-supported audio streaming services (27% subscribe). And 72% of listeners of audio content pay attention to digital audio ads placed in it.

So this is a window of opportunity for advertisers.

Types of Audio Ads

1. Podcasts.
2. Audiobooks.
3. Voice Search (It is the practice of making ads more searchable via voice search, usually from a smart speaker or a virtual assistant like Siri or Alexa).
4. Audio Blog (It is a blog or article with vocal recordings as its main focus. Any blog that includes audio clips in MP3, AAC, or other forms of audio media format with short text descriptions of their content is an audio blog).
5. Signature Tune (It is a tune that is always played at the beginning or at the end of a particular radio or television program, so the audience will associate with a particular tune to a brand, much like a theme song).
6. Sign-off Track (A sign-off track is a term used in music to bring a song to a gradual close before it meets the end. It usually appears around 3-4 seconds of a track).
7. Native ads (This type of ad is usually done in the form of podcasts, except the host or the personality reads out the ads for their listeners or viewers).
8. Branded Channels or playlists.
9. Internet Radio (Internet radio, also known as web radio, streaming radio, and other closely related names is a digital audio service that is transmitted via the internet).
10. Streaming Audio Music.

Which Benefits Does Audio Advertising Include? 

Programmatic audio marketing allows advertisers to speak more directly to their target audience where no other medium can reach them. 

Highly engaged listeners make programmatic audio advertising uniquely effective is its ability to connect with listeners. Listeners are not distracted or interrupted by digital audio the same way they are when watching television programs or online videos; therefore, they are less likely to switch to an alternate activity. Programmatic audio ads provide greater freedom for listeners since the ads are played in the background or while they are engaged in another activity.

Programmatic audio advertising offers low CPM rates comparable to other digital media channels. 

Publishers enable the measurement of how an audio ad is affecting brand perception. The more customisation and personalisation applied to audio ad content, the more effective it will be in reaching interested listeners. 

Advertisers are able to track the effectiveness of their campaigns in real-timeby leveraging advanced analytics capabilities within platform dashboards. These metrics allow brands to measure campaign performance, such as the number of impressions and exposure times, in addition to monitoring ad engagement levels-including the percentage of users who listened through a complete audio ad and those who heard part of an entire audio ad.

GothamAds is happy to expand its expertise and provide audio advertising services. All we need to start is an audio creative, a purpose and a few defined target audiences.