Why buy programmatic-style audio commercials?
Programmatic audio marketing is booming. And it’s hardly surprising – it allows advertisers to address their target audience directly, even in situations where no other medium can reach them.
The growth of digital audio has already been spectacular. And this growth has continued during lockdown, as this infographic shows. Digital radio, streaming, podcasts and voice assistants now represent a historic opportunity for advertisers, who can measure the impact of their messages while optimising costs, thanks to programmatic audio advertising.
Definition of audio programmatics
Programmatic marketing is not a new concept. First of all, it has profoundly changed the rules of the digital advertising market by placing the consumer’s profile and not the context at the centre of the stage. Programmatic marketing automates the linking of sellers and buyers of advertising inventories. The buyer selects an impression and the profile he wants to target.
The notion of audio programmatic purchasing applies in the same way to the acquisition of advertising space on digital content broadcast online, not just digital radio. The possibilities offered are much wider in broadcast media, including podcasts and music platforms.
Brands have long had to plan their advertising expenditure via agencies. Programmatic purchasing speeds up the process. Media buyers can use algorithms to do most of the work and choose the most suitable platform. The result is faster and more accurate delivery. Audio is part of this.
Targeting: precise, contextual, intimate
Programmatic audio advertising allows advertisers to reach a perfectly identified audience, using the same targeting criteria as traditional online campaigns (age, demographics, location, hobbies, weather, schedule). By cross-referencing sophisticated analytical data, the advertisements address listeners according to their activity, location and profile.
Programmatic audio therefore makes it possible to guarantee that an advertisement is not being broadcast in an inappropriate context or one that is detrimental to the brand. The result is an increase in brand awareness through the relevance of the message being delivered, even creating an intimate link between the brand and the consumer.
Mobility encourages a new personal relationship between the listener and the campaigns. Consumers keep their mobile applications with them throughout the day. This makes the audience even more receptive and engaged.
The benefits of programmatic audio
- Exposure to fast-growing audio media, in particular free versions of music streaming services;
- Avoidance of advertising blockages;
- An engaged, receptive audience with superior recall of advertising messages;
- Targeting the actual listener, with rich real-time data;
- Less distraction: especially in the case of podcasts or streaming, listeners are more focused on the content than with a display ad;
- Real-time performance indicators, with specific data, such as LTR – the listen-through-rate – which measures the listener’s engagement with the platform.
In this audio first world, Targetspot is here to help you cast, sell and play all existing and emerging digital audio assets. So why not start by telling us your audio story?
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