Book A Programmatic Audio Demo With Our Team
In the marketing discovery calls, we discuss which audio platforms fit your audience, CPM & pricing for programmatic audio, the creative we need to launch, and how we partner with agencies as well as direct brands.
You’d Be In Great Hands. These Clients Are
Reach Listeners On Spotify, Pandora, Podcasts & Digital Radio
Audio is the one channel people consume while doing something else. Commuting, working out, cooking, working. That makes it a different opportunity from display or video, because you are not competing for a screen that is already crowded, and because most audio inventory cannot be skipped or blocked by an ad blocker.
Programmatic audio places your spot inside streaming music services such as Spotify and Pandora, podcast episodes, and digital radio, bought through the same programmatic platforms as our display and video campaigns rather than negotiated station by station.
Targeted The Same Way As The Rest Of Your Media
Audio is a creative format, not a targeting method, which means it inherits the same audience building we use everywhere else. Campaigns can be layered with geofencing, addressable household targeting, demographic and psychographic variables, and behavioural segments. A listener in a specific set of neighbourhoods hearing a spot about a service in those neighbourhoods is a very different buy from a station-wide radio spot.
Benefits Of Programmatic Audio Advertising
- Attention Without A Screen – Audio reaches people during commutes, workouts and work hours when display and video cannot, which makes it additive to a media plan rather than competing with it.
- Largely Unskippable – Most streaming audio inventory plays through, and ad blockers do not apply to it the way they do to display.
- Companion Banner Included – Audio spots can carry a clickable display banner inside the app, so the channel still produces a measurable click path rather than being purely brand.
- Layerable With Location Data – Geofencing, addressable household targeting and demographic variables all apply, so audio can be as narrowly targeted as a display campaign.
- Strong For Recruitment And Awareness – We most often deploy audio inside hiring, healthcare and hospitality campaigns where reaching people away from their desk matters.
- Foot Traffic Attribution Available – When paired with geofencing, conversion zones can measure listeners who later visited your location.
Digital Targeting + Programmatic Audio = Big Wins For Enterprises
Do you have a list of customers or business addresses? Addressable Geo-Fencing can be used both as a stand-alone tactic and to improve the results of addressable programmatic radio campaigns, direct mail campaigns, and other marketing efforts that target specific households. By extending the reach, improving the frequency, and providing foot traffic attribution through conversion zone tracking, Addressable Geo-Fencing makes all household and business address targeting efforts more effective through our automated platline geofencing drawing capabilities.
- Highly Precise – Targeting is based off of plat line data from property tax and public land surveying information to maximize precision of addresses being targeted. Up To 90% Match Rate
- Highly Scalable – Up to 1 million physical household and business addresses can be targeted per campaign.
- Provides Foot Traffic Attribution – Conversion Zones can be used with Addressable Geo-Fencing campaigns to track uplift in foot traffic to the advertiser’s location.
- Multiple Creative Formats Available – Advertisers can utilize static ads, video ads, and radio campaigns with addressable geofencing.
- More Precise Than IP Targeting – Addressable geofencing is even more precise than IP Address Targeting, yielding a 90% match rate.
Programmatic Audio Advertising Process
1
Digital Analysis
Here we perform a deep digital dive into your company to see how we can leverage programmatic audio for your business and your business objectives.
2
Campaign Development
Provide our team with the actual creative ads and data targeting needed for the programmatic audio campaign
3
Programmatic Audio Development
It’s time to begin developing your programmatic audio campaign from campaign tactic to targeting and even geographic targeting.
4
Analytics
We pull your audio delivery, listen through rates and companion banner performance into the same dashboard as your other channels and begin proactive optimizations.
5
Optimizations
Whether it’s changing targeting, removing publishers not performing, or developing better creative assets, we take this part seriously.
Programmatic Audio Advertising Reporting
Tracking online conversions (form submissions and sales) is one thing. But measuring offline conversions is something that couldn’t be done before until now. We are able to track conversions both online, as well as offline conversions (i.e. those who came back to your restaurant, retail store, desired location).
If you are leveraging our location based technology to directly communicate and reach your desired audience, contact us on how we’d develop a granular campaign tailored to your business and organizational goals. Learn more about our conversion zone tracking capabilities.
Frequently Asked Questions About Programmatic Audio Advertising
What is programmatic audio advertising?
Audio spots bought programmatically and served inside streaming music, podcasts and digital radio, rather than negotiated station by station. The buying model is the same one behind our display and video campaigns, which is what allows audience targeting rather than daypart targeting.
Where will my audio ads actually run?
Streaming music platforms including Spotify and Pandora, podcast inventory, and digital radio. Which mix we recommend depends on who you are trying to reach, since podcast audiences and streaming music audiences behave quite differently.
How is audio different from OTT and Connected TV?
OTT and CTV reach someone watching a screen, usually at home in the evening. Audio reaches the same person while they are driving, exercising or working, when no screen is available. They are complementary rather than alternatives, and we frequently run both in the same plan.
Can audio ads be targeted by location?
Yes. Audio inherits the same targeting layers as the rest of our programmatic stack, including geofencing, addressable household targeting against a supplied address list, and demographic and behavioural segments. It is not a broadcast buy.
If there is nothing to click, how is performance measured?
Two ways. Audio spots can carry a companion display banner inside the app that is clickable and trackable. And when audio runs alongside geofencing, conversion zones can measure people who heard the ad and later visited your location, which gives an offline outcome rather than an engagement proxy.
What creative do you need from me?
A produced audio spot, typically 15 or 30 seconds, plus a companion banner image if you want the clickable element. Our creative team can produce the spot if you do not have one, including scripting and voiceover.
Which businesses does audio work best for?
We deploy it most often in recruitment, healthcare and hospitality campaigns, where the audience is frequently away from a desk and where awareness needs to build over a flight. It is generally a supporting channel rather than a lead generation workhorse, and we would rather say so than oversell it.
Should audio be my only channel?
Almost never. Audio earns its place inside an omnichannel programme, adding reach in moments other channels cannot occupy. Run on its own with a small budget, it rarely produces enough measurable outcome to justify itself.
“47% of consumers surveyed stated that they would be likely to shop from a retailer that offered promotions when they are nearby. “
“Studies suggest that when a user isn’t surfing the web on his or her phone, he or she is likely to spend 86% of smartphone time using apps.”
Programmatic audio reaches your audience in the moments no screen can — the commute, the workout, the shift.
Why would you not want to be in front of those active buyers? We can get you there at the ROI that makes sense for your business.
Fill Out the contact form or call us at 1 (877) 776-7358.