Is Programmatic Audio Right for Me?
What is Programmatic Audio?
Programmatic audio is the use of technology to automate the process of buying ads in audio content such as digital radio, podcasts, and music streaming services.
What are the Benefits of Programmatic Audio?
Programmatic audio allows for more targeting options, better reporting, and more engagement from your target audience. We are able to target by age group, interests, and special platform placements where your audience might be listening. Since targeting can be more direct, it’s more likely your listeners will be engaged with your ad since it is topical to them.
Factors to Consider When Choosing Programmatic
Messaging: You have a unique opportunity in that audio streaming is a one to one ratio--your audience is more likely to be actively listening, not passively listening to the audio as background noise. You can deliver your message to a potential consumer while they are commuting to work, exercising, cleaning at home, etc. You want your message to be concise and timely with a strong call to action.
Optimizations & Transparency: If it would be helpful to your goal to see more information about how many people heard your ads or be able to optimize your ads, going programmatic would be a great option. There are more options for reporting and what kind of data is available. This will be discussed further in another question below.
Audience: With programmatic audio you no longer have to choose where you think your audience is tuning in; rather, you target the audience you want to reach. Selecting the optimal demo, location, and interests of your potential consumers, you reach them no matter the platform they tune into.
What Kind of Reporting is Available?
Programmatic audio reporting will break out audiences and targeting on a more granular level so you can see how many impressions each audience received, your cost per impression, sites your ads were heard on, and if anyone clicked on the digital ad if applicable. This data can help you make optimizations in future flights.
How Do I Start Advertising on Programmatic?
Programmatic audio is expected to grow in popularity as listeners continue to tune into podcasts and streaming audio services. The growth in streaming even continued throughout the pandemic.1 “The digital audio advertising space is set to grow 23.5% in 2021 according to Statista.”2 Read more about the benefits of programmatic audio in our previous blog post.
Now that you’ve learned more about how great programmatic can be, contact us here at J Miller Marketing! We would be happy to chat with you and talk about your marketing goals.
