With the proliferation of digital audio, podcasts, and streaming radio, the way we listen to content is ever changing. By 2021, the average US adult will spend 86.88 minutes a day with digital audio, according to eMarketer.
More than three-quarters of US internet users will listen to digital audio formats like podcasts and streaming music at least once a month this year. Podcast listeners account for a much smaller portion of the US internet population (26.9%), but this audience is growing the fastest. There are more than 550,000 podcast shows with topics to match any interest.
As consumers move from radio to digital audio, major advertisers are buying fewer and fewer radio ads, and instead are turning to digital to extend their audience reach and increase message frequency.
Advantages of Digital Audio Advertising
Programmatic audio provides a brand-safe, powerful, and measurable opportunity to immerse audiences in your brand. As a marketer, you still have access to actionable insights, transparent reporting, and frequency capping across all channels.
Unlike traditional radio ads, digital audio can more definitively target specific locations and tailor messaging to meet marketers’ needs and drive engagement.
Digital Audio Listeners are Highly Engaged
Audio is engaging, emotional, and an entirely different experience for consumers. Because of the nature of the podcast listening experience, for example, the ads, which are designed to seamlessly blend with the content, are more welcome and effective. 78% of listeners actually approve of podcast sponsorship, and 61% pay for a product or service they learned about on podcasts.
How Does Audio Fit Into Your Marketing Strategy?
Digital audio has been used in recent years to build holistic, cross-device branding campaigns with audio. Audio is a perfect opportunity to generate brand awareness or to fill the funnel with general prospecting, especially when used in tandem with video, native, and other branding initiatives.
To ensure a cohesive cross-channel experience, consider integrating audio, video, and display with 1st and 3rd party data targeting, measured against digital KPIs including uniques, capping, geo, and demo across media and devices.
- Familiar Branding KPIs: Gross Rating Points (GRP), A/B Testing, Unique Reach, CTR, Completion Rate
- Emotionally Engage Audiences: Tell your story at the right moment in their day
- Cross-Device Targeting: Compliment video, native, and other branding initiatives
- Match the Mood: Reach audiences with audio ads that match genre/ mood
- Lookalikes: Use lookalike modeling for future prospecting efforts
- Sequential Messaging: With cross-device targeting and attribution, you are able to serve sequential messaging across all channels and devices while managing a frequency cap across the entire buy.
Extending connected TV reach via digital audio is one approach some advertisers take, and it’s a sound one, considering US digital audio listeners will outnumber US connected TV users by 9.7 million this year.
Targeting on Programmatic Audio
Audience targeting on programmatic audio is very similar to the other channels you may already be familiar with, as well as other options to help you match mood, genre or topic. You can use the same audience targeting parameters from your video, mobile, and cross-device campaigns, or use data from audio partners to target specific genres, playlists, and demographics.
Strategically target premium digital audiences against traditional broadcast parameters, such as day parting, geo, and format, measured against familiar GRP and CPP KPIs.
How Programmatic Audio Advertising Works
Programmatic audio uses the same programmatic technology we know and love to automate the selling and insertion of ads into audio content, such as podcasts, digital radio, and music streaming services. The bidding, buying and campaign execution process is the same as automated video advertising.
How Podcast Advertising Works
Similarly to video ads, podcast advertising options include pre-roll, mid-roll, and post-roll options depending on when your ad will play. The difference with podcast advertising is that the host of the podcast reads the majority of the ads, and there is no option to track clicks based on any specific ads.
To accurately measure ROI for podcast advertising from a direct response perspective, marketers use specific Promo Codes, vanity URLs, and even checkout surveys. For brand awareness, marketers can measure social media to see if there is an impact following podcast sponsorships.
Let Your Brand Be Heard
Digital audio presents a huge opportunity to build your brand with an audience of engaged listeners. Used appropriately, it can complement your other programmatic advertising tactics to help increase the reach of your omnichannel campaigns.
If you are looking for more information about how programmatic audio or podcast advertising can help your company grow, contact us. We’d love to talk campaign strategy.