As digital advertisers, we’re so excited about the popularity surrounding programmatic audio. As a mobile-first demand-side platform, we’re not at all surprised. The rise in mobile technology and usage has fueled the love connection between people and audio content, including online radio, pure plays and podcasts. Audio is the quintessential on-the-go medium.
According to eMarketer, audio listening ranks second among the most popular digital activities among all internet users: 1. digital video viewing (81.1%), 2. audio listening (71.4%) and 3. social networking (70.7%).
Audio is not just a popular way to reach audiences; it’s engaging, emotional, screen-free, and—by nature—much more brand safe than other digital formats. Just as more and more people are listening to audio, more and more premium providers are entering the programmatic audio environment.
Here are 10 Reasons Why Programmatic Audio Advertising is Capturing the Hearts of Brands and Media Buyers:
1. The Power of Sound
Audio has always been a powerful influence over our emotions and decisions. Studies have shown that audio ads trigger something called memory encoding, the primary step in the formation of a memory in the brain. Speaking to emotions is a crucial aspect of encoding. Plus, audio by nature requires a higher level of frequency, unlike capping that’s necessary in social. If you’re looking to increase exposure, then consider adding an audio strategy to your mix. Radio advocates have known for years that employing effective frequency levels has been shown to increase believability and credibility.
Unlike traditional radio advertising, programmatic audio is driven by data, so you reach an addressable audience and build relationships with listeners who show higher levels of affinity, intent and engagement. You can truly personalize your marketing and connect with the right people using customized messaging when they are most receptive. By focusing your attention and increasing relevancy, digital audio helps you achieve an individualized relationship with the listener.
3. Data-Rich User Bases
A host of audio apps and streaming services, like iHeart, SoundCloud and Spotify, provide information about user bases, such as log-in data, audience insights, and listening behaviors. This cross-platform data offers opportunities to gain unique insight into your audience’s demographic, listening profiles, and daily activity, so you can make informed decisions toward future executions.
4. Non-Skippable Ads
Love. It. This isn’t your father’s radio stop set. Digital audio is an engaging environment within which to deliver shorter, more relevant ads that get heard and not avoided. In audio, it’s important to keep in mind that your sponsorship powers the user’s listening experience. It’s a great gift; so give it some love.
5. Seamless Integration
Programmatic audio doesn’t support dynamic ad insertion. Instead, it requires an ad to be “stitched” into the audio program or stream. That means a smooth insertion and transition from audio to ad, which ensures a seamless experience for both your brand and the listener. So the less invasive your message, the less your listeners will feel advertised to. It also resolves one of the leading concerns most media buyers have about programmatic: fraud. We hate fraud. Everybody hates fraud. We love audio.
6. 100% Share of Voice
How often are you having a one-on-one conversation with your consumers? Of all the digital advertising formats and mediums, audio offers the benefit of no competition, so your message is isolated and has full attention. With less clutter, your message can truly break through and reach the listener. Many publishers even offer competitive separation of advertisers’ spots, so you literally get the spotlight.
7. Real-Time Bidding
The ability purchase digital audio in real time on an impression-by-impression basis achieves a more efficient experience that also allows for optimization. Demand-side platforms optimize toward the listener, so you inevitably reach the best-performing audiences, genres and stations and the most relevant listeners. You can still use your DSP to purchase audio inventory at premium using direct, fixed price deals called “programmatic guaranteed.” This can help you diversify and supplement your programmatic buy. It also provides security of inventory during peak advertising periods. Now, you’ve got scale. Everybody loves scale.
8. Quality Inventory
Premium publishers can offer piece of mind for your brand. It’s still important to seek out industry partnerships and tech stack that protect audio integrity while still making quality, affordable buys possible.
9. Mobile Audiences
Audio is the ultimate on-the-go medium. Rising mobile consumption offers advertisers the ability to target listeners who are reachable away from home or desk, as well as across devices. Audio is unique in its ability to reach mobile consumers during any activity. Mobile inventory grants marketers access to information such as location, which can be used for both targeting and analysis.
Audio provides a sensory, engaging experience—no screen required! Listenership across audio apps and vehicle connectivity is steadily increasing, which means your audience’s attention is within grasp, even without a screen in front of them. Don’t mind us if we also make another case for the mix. Recent studies by Nielsen reinforce that “audio may in fact be the most effective channel in delivering advertising ROI.”
From sparking emotions to decisioning on data, there are so many reasons why programmatic audio is an opportunity that can’t be undervalued.
Want to hear more audio? We’d love to help you develop a strategy for your brand. Contact us!