In 1922, the first paid-for radio commercial was placed by the Queensboro Corporation in New York on the WEAF station. With the emergence of new digital channels and the growth of the Internet, we are now seeing a new era of audio with music streaming and podcasts taking center stage.
Brands and content makers increasingly look at alternative ways to reach users in a world where the battle for attention is fierce, ensuring you gain awareness and increasing your brand recall is critical as a marketer. So, how can audio fit into your marketing mix?
Programmatic Audio advertising ecosystem has been evolving rapidly. Firstly, through the rise of mobile and now through the interconnected world of smart devices, users are online 24/7 and can consumer content anywhere and anytime.
IAB advertising report found (in their last year and Q1 2020 revenue results), that Internet audio revenues have reached $2.7 billion which represents an almost 21.2% increase.
Content such as podcasts, streaming music, and digital radio are growing rapidly. By 2021, the average US adult will spend 86.88 minutes a day with digital audio, according to eMarketer.
This growth will further develop as 5G connectivity continues to be rolled out. With an increase in connectivity, brands and publishers are moving to capture these users with more content fueling the audio infrastructure.
Programmatic Audio is in a unique position with it being able to reach users directly with relevance and in a highly engaging medium with it driving up to 60% brand recall according to Nielsen. With Programmatic Audio you can reach users whether they are commuting, at work, travelling, eating or even in the shower!
Programmatic Audio is also a perfect compliment for display and video. By personalizing the content, context and targeting, the overall marketing journey can become a bespoke story for each consumer.
By identifying your user journey and message, you can increase brand recall and reach users at critical touchpoints. For example, as a restaurant, you may want to target users on their morning commute with a breakfast message. Then, you can broadcast lunch deals a few hours later and check-in again on their way home when they are nearby your restaurant by applying geo-location targeting.
As an advertiser, as Programmatic Audio is now integrated and centralized through DSPs combined with all the targeting capabilities of a normal banner campaign, it is much easier and faster to create an omnichannel experience that amplifies your brand.
People spend on average 197 minutes a day on their mobile with 27% spent on audio – although you may be passively listening to music or a podcast through Spotify or Pandora, with Programmatic Audio ad users are less likely to “ad block” or miss an audio ad due to the fact that the ads are not skippable.
Unlike display advertising, audio ads are delivered to users where they command the listener’s attention without the need for a screen to make an impact, making a great way to drive brand awareness and trigger moments of inspiration in listeners.
Programmatic Audio ads present a huge opportunity to build your brand with an audience of engaged listeners. Used appropriately, it can amplify your other Programmatic advertising tactics by creating an omnichannel experience for your target audience.
If you would like to implement Programmatic Audio for your brand, get in touch with our team today for a consultation!