Guide to Programmatic Audio Ads

Programmatic audio ads have become an effective way to automate the insertion of audio ads into content. 

This type of advertising works similarly to display advertising, enabling the buying of targeted ads from various publishers through a single system. Programmatic audio ads can reach audiences through different devices such as desktop, mobile, and tablet.

What are Programmatic Audio Ads?

Programmatic audio ads are a type of advertising that appear in digital radio, podcasts, and music streaming services. These ads typically feature a voiceover and sound design delivering a message to the target audience. 

They can be played before, during or after a streaming playlist or podcast or at specific times throughout digital radio programs.

The length of an audio ad typically ranges between 15 seconds to one minute.

Trends in Audio Advertising

Audio is a critical part of daily life and is increasingly being utilized for advertising. 

Below are some trends in audio advertising to keep an eye on:

Growing Digital Audio Listenership

Around 66% of the US population aged 12 and above listen to digital audio at least once a week in 2022, up by 5 percentage points from 2021. 

The time spent listening to digital audio is also increasing, with individuals in the US spending an average of 1 hour and 37 minutes per day listening to digital audio in 2022.

Mobile is the Preferred Device for Digital Audio Listening

Most digital audio streaming is done over mobile devices, with 65% of US podcast listeners using mobiles to listen, compared to 14% on desktop or laptop. 

However, desktop or laptop listening should not be entirely discounted, as 25% of podcast listeners do use these devices to listen to podcasts.

Visual Digital Audio Ads

Audio companion banners can boost the effectiveness of audio ads even further. 

These clickable, visual ads run at the same time as an audio ad and are displayed for the duration of the ad. This can help reinforce the impact of the message and drive more engagement.

B2B Marketers are Leveraging Programmatic Audio Ads

Programmatic audio campaigns are an excellent fit for targeting businesses and organizations. B2B marketers are leveraging programmatic audio to target niche audiences, convey brand personality, educate the target audience, and retarget qualified B2B users.

Benefits of Programmatic Audio Advertising

Programmatic audio ads offer various benefits, from impressive engagement rates to driving brand awareness. Here are three key benefits of digital audio advertising:

Reaching Younger Audiences

Audio is popular among digitally-savvy millennials and Gen Z, making it an excellent way to reach a younger audience that is entering or already in their prime spending years. Building long-lasting relationships with this audience can result in a higher customer lifetime value (CLV) over time.

Highly Targeted Ads

Programmatic audio enables marketers to fine-tune their targeting by leveraging data from audio partners to target specific genres, playlists, moods, moments, and more. This information can be used to target audiences based on household income, online behavior, location, and other demographics.

Building Brand Awareness

Audio is an immersive and intimate medium that leverages storytelling to create a connection between the content and listeners. Compared to other media, digital audio is more engaging, less intrusive, and more memorable. This can help build brand awareness and brand recall.

Crafting an effective programmatic audio ad requires careful consideration of every element, from the script to the voiceover and background sound. To help you create an impactful audio campaign, here are some best practices to keep in mind:

• Keep your message clear and concise.
• Include a call to action (CTA) to encourage listeners to take action.
• Use music and sounds to stimulate your listener’s imagination.
• Maintain a conversational and friendly tone.
• Keep the ad brief to make it more memorable.
• Test different creatives to gain insights and avoid ad fatigue.

Programmatic audio ads can be used on their own or as part of a multi-channel strategy, as they provide an emotionally engaging, screen-free way to reach listeners wherever they are. 

By incorporating programmatic audio into your overall marketing mix, you can convey your brand’s personality and boost brand awareness.

To get started with programmatic audio advertising, contact your Carbonatix representative or request a demo today.