Look around the next time you are commuting on public transportation, in an airport, or an office environment. With the prevalence of smartphones, wireless headphones, and smart speakers, you will quickly notice that we are in a new age of audio and a ripe opportunity for audio advertising. While it might be the golden age of radio ads, programmatic audio advertising enables the ability to reach highly engaged audiences through their streaming services.
What is audio advertising? How does it work? Why audio advertising. Audio advertising metrics. Over the last several years, we have seen the growing popularity of audio media, including podcasts or streaming radio and music. Consumers are spending more of their time in this digital medium at a surprising rate.
Podcast listeners account for a much smaller portion of the US internet population And Programmatic audio advertising is automated selling and insertion of ads in audio content like podcasts, digital radio, and streaming music services by leveraging programmatic audio-specific publishers like Spotify, Triton, AdsWizz, and TargetSpot.
This audio content can be streamed on a variety of devices like desktop, mobile phones, over-the-top televisions, and smart speakers. Similar to other programmatic advertising channels, audio advertising allows you to layer on other targeting tactics to reach relevant geolocations and target audiences based on your digital advertising strategy. Audio advertising is an ideal tactic for brands looking to reach a broad audience, particularly for telecom, CPG, and retail industries and for awareness campaigns with a reach goal since there are limitations on clicking within some audio ad environments.
Audio ads are relatively easy to create or hire voiceover talent. For a second ad, aim for between words and try to keep your pace even throughout. More importantly, make sure you provide a clear call-to-action. Some publishers allow for companion banners to show during the audio ads, so if you have display creative that fits with your message, make sure to include it. The delivery of companion banners is not guaranteed, but it can be an added value. Unlike traditional radio advertising, programmatic audio advertising enables data-driven targeting to reach audiences that extend beyond display or video advertising campaigns.
Marketers will look for more ways to include audio advertising in their marketing strategies as consumers shift from radio to music-streaming environments. This shift is happening now; the average United States adult will spend more time listening to digital audio than listening to the radio in a difference of 4. According to a Forrester Research study, 28 percent of U. Only six percent of U. Good news: audio advertising is available in Choozle as a Supported Solutions.
Learn more here. Audio advertising offers the standard metrics we track in display advertising like impressions, clicks, click-through rate, cost-per-click, etc. However, some of the metrics in audio advertising are quite different from the metrics we track in display advertising.
To dig a little deeper, clicks only occur if someone is streaming-audio with a publisher or SSP that enables clicks. Therefore, click-through rate and post-click conversions should not be your primary metrics. Conversion tracking would be limited to view-through conversions, like completion rate and cost-per-view.
Get a jump start on your connected audio advertising strategies today. Want to learn more about running audio advertising in Choozle? Already a customer? Not a customer but want to be?
Reach out today. As the display ad buying landscape continues to evolve, it also continues to Read More. August 26, August 24, Grab your pencils, notebooks, and Ti calculators. The back-to-school season has begun August 11, Conventional wisdom would have us, as digital marketers, believe that above-the-fold inventory August 5, With the ability to upload first-party data, optimize campaigns in real-time, and reduce July 29, Account-based marketing ABM is a strategic approach to business marketing that focuses efforts July 24, Choozle Newsletter Your guide to the ins and out of programmatic advertising.
In plain English. Call us at Mar Jump to: What is audio advertising? Why audio advertising Audio advertising metrics Over the last several years, we have seen the growing popularity of audio media, including podcasts or streaming radio and music.
A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking. Similar Posts The role of recency use in digital marketing As the display ad buying landscape continues to evolve, it also continues to Read More August 26, Read More August 24, Back-to-school advertising in Grab your pencils, notebooks, and Ti calculators.
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