Digital Advertisement Rises In A New Way: Programmatic Audio Advertising
Programmatic Audio Is The New Way Of Advertising
Before getting into programmatic audio advertising, we should know first what programmatic advertising is. Programmatic advertising also referred to programmatic marketing or programmatic buying. Programmatic advertising is a process of buying digital ad space through software. It opposed the traditional process of human negotiation and manual insertion orders. It basically uses machines to purchase ads.
Why Advertisers Are Using Programmatic Advertising?
Programmatic advertising makes the ad-buying system more efficient and cheaper. Before programmatic ad buying, digital ads were purchased and sold through salesperson & ad buyers who can be expensive and unreliable. Programmatic ad buying process possible through machines it doesn’t need of humans. That’s why it’s more reliable and useful for marketers or advertisers than human because humans can get sick, need to sleep and come to work hangover but machines do not have these type of problems. Programmatic advertising is growing day by day and become more popular because it is being used to replace some of the more menial tasks that people have traditionally had to handle, for example: Sending IO (Insertion orders) to publishers. But still, optimization of campaigns, planning, and strategies required humans.
What is Programmatic Audio Advertising? And why Advertisers Should Care Of It?
Programmatic audio advertising is the process which about more than reach. It enables brands to reach a large, targeted audience through platforms such as Pandora, Spotify, Google Play Music or other streaming services. Programmatic audio ads are a way to avoid the fact that the majority of bots focus on traditional display ads. Spotify achieved 83 million subscribers as of (June 2018) through its music streaming service. Programmatic audio buying is possible by using DSPs (Demand Side Platforms) like Double click’s bid manager, advertisers, and media buyers are able to enter the auction-based & real-time bidding for ad placements. Buying media programmatically has already been available for quite some time for display ads and video ads. However, now, audio formats are being added to that list.
Benefits of Programmatic Audio Advertising
Guaranteed Optimal Exposure
If a user is on “Spotify”, and an audio ad come on, they are unable to skip it and so much listen to it for the 15 to 30 seconds it runs. As a result, advertisers can be confident that every ad is gaining optimal exposure. “According to Spotify stats, 75% of digital audio listeners say commercials are a price to pay for audio content”.
Extensive Reach and Targeting
Programmatic audio advertising is also the solution for finding and reaching the target audience for marketers. B2B marketers face the big challenge is targeting their audience. Through programmatic audio advertising, marketers can get millions of consumers every week to their digital audio. Spotify features understand the interests of listeners and their backgrounds and use this information to deliver targeted audio ads that are more likely to be of interest.
In this type of advertising, buyers can set their own budget for advertisement.
Monitoring and Reporting
One of the greatest advantages of programmatic audio advertising is it allows advertisers to monitor the campaign performance and make it more transparent. Campaign results can easily be followed in Double click platform where this used to be on SSP side. With the integration of audio ads in the double click, advertisers can report easily on both digital and audio formats.