From the time we are young, we rely on the sense of sound to get across our meaning. Ask any new parent, when a baby wants his bottle, his early vocal abilities will make his request loud and clear! Whether listening or speaking, audio is a powerful medium to make a message heard.
From streaming podcasts on a daily commute to listening to music on a smart speaker at home, audio is more prevalent than ever. In fact, according to eMarketer, people spend more time streaming audio than any other activity on mobile. Combine that with programmatic advertising's sophisticated targeting capabilities, and digital audio becomes an advertising opportunity that can't be overlooked. So it's no surprise that digital audio ad spend is set to grow 41% by 2020.
That is why we are excited to launch the ability to buy programmatic audio ads through Oath Ad Platforms. Now advertisers using our DSP can buy, manage and measure audio inventory alongside their display, video and native programmatic campaigns. This offers buyers more opportunity to leverage omnichannel campaigns that reach people wherever they are.
Savvy marketers recognize that the growing programmatic audio trend is here to stay. Here are the four reasons you should be running audio programmatically:
Mobile connection - Over 75% of streaming audio is on mobile devices. If you want to capture the mobile audience, instream audio ads are an integral addition to your media mix. More than any other group, millennials have embraced mobile - 63% shop on their smartphones every day. Running programmatic audio allows you to expand your mobile reach to catch millennial and generation Z consumers on the go and in the moment as they make purchasing decisions.
Centralized buying - Easy access to top digital audio inventory from multiple sources in the DSP allows for omnichannel campaign management. Add audio to your video or display campaign to get a holistic view of campaign insights and optimize fluidly across device and channel in one central platform.
The power of audio - Unlike display ads, audio ads are served one at a time where the advertiser can command the listener's full attention to drive engagement. Digital audio ads don't need a screen to have an impact, allowing highly personalized audio content to reach consumers where visual advertising cannot, such as in the car listening to a favorite streaming station or at the gym while on a treadmill. High engagement translates into greater effectiveness.
Flexibility & control - For advertisers that have already embraced digital audio, programmatic allows the added benefit of control and in-flight optimization. Make real-time targeting and bid management changes on the fly in the DSP to efficiently reach your desired audience. Programmatic audio also offers greater opportunity for more personalized audio advertising, including contextual targeting.
As digital audio listening and advertising grows, it's important for marketers to evolve their strategies. Through connecting with premium audio exchanges such as Rubicon Project, our DSP now gives marketers the ability to reach precise audiences across top digital audio streaming services and supply sources like SoundCloud, Targetspot and more. Combine that with Oath's billions of daily data points and our DSP's leading machine-learning optimization, and you have a powerful voice to allow your marketing message to be heard at the right moment to make a meaningful connection.
"The accelerating value of digital audio continues as it delivers a brand safe environment to reach a highly targetable and mobile audience – permeating where screens cannot. Programmatic audio is an emerging channel that enables advertisers to integrate digital audio as part of an omni-channel strategy, paving the future path of digital advertising," says Carolyn Hudson, Director of Business Development, North America for Targetspot.
Sources: eMarketer, Time Spent with Mobile 2018, Edison Research Infinite Dial study, 2018; Edison Research Share of Ear study, Q2 2018, DataAllianc