Why buy programmatic-style audio commercials?
The growth of digital audio has already been spectacular. It has increased with the rise of teleworking.
75% of teleworkers now listen to music weekly – 40% daily – according to Nielsen. Streaming audio alone is expected to grow by 15% in 2022, according to the CTA.
This dramatic increase in audience is attracting new advertisers already familiar with programmatic, says Charlie Brookes, CRO of Octave Audio: “We are seeing a growing number of players who are active in digital display now testing the audio space.”
In addition to mobile listening, voice assistants are also on the rise: more than 50% of American homes already have a connected speaker, which is now considered to be the new household radio.
Digital radio, streaming, podcasts, and mobile games 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 programmatic
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.
Related content:
- Buying Programmatic Audio – Definitions and Best Practices
- Attribution modeling – how to understand your customers’ digital buyer journey
