Programmatic Audio How To Increase Reach And Awareness
Management Summary
Programmatic audio is constantly evolving and offers additional reach to display and video campaigns. Why is audio such an exciting channel and what booking options are available via DV360 – we’ll show you that right away!
What are the benefits of programmatic audio?
According to the 2022 radio test, 65% of Austrians listen to radio over the internet. In Germany, the population consumes online audio content an average of 1 hour per day, according to the ARD/ZDF online study 2022. Music streaming and internet radio are the most widespread audio areas, but these also increasingly include podcasts and on-demand radio shows. One thing is clear: online audio is not lacking in reach!
With audio you can reach users in a variety of moments, e.g. when they are listening to music while running, listening to a podcast, while driving, while working, etc. In these specific situations there is the chance to build an emotional connection with the listener and place the message directly in the ear.
Audio advertising is usually not skippable and is therefore listened to in its entirety by listeners. This allows you to reach valuable and attentive listeners to whom the advertising message is conveyed well, which in turn creates higher advertising recall.
The production of audio spots is usually cheaper than other advertising formats such as video. No images are necessary, but it is advisable to accompany the audio spot with a companion banner in order to combine the visual with the auditory and thus improve the user experience.
Advantages of Programmatic Audio, Source: e-dialog
Programmatic audio via DV360
DV360 offers many options for booking programmatic audio inventory and has some exciting features, which we will take a closer look at.
Targeting
An advantage of DV360 is the numerous targeting options of the DSP, which can also be used for audio. Here are a few examples:
- Brand safety
- Geo (country, state)
- Time (time, day of the week)
- Devices (smartphone, desktop, connected devices)
- Frequency management
- Demographics (age, gender, income)
- Google Audiences (via DV360)
Reporting
In addition to the standard metrics such as impressions and completion rate, the reporting in DV360 also offers a unique reach report (= how many people were reached by the campaign?) and with YouTube Audio, a brand lift study (= what effect did the campaign have on brand awareness?) can also be implemented. This feature is currently still in beta.
Buying
Programmatic audio can be purchased in different ways, i.e. via different providers and platforms. The following booking options are available via DV360:
- OMP:One of the purchasing options for audio inventory is the Open Marketplace. The inventory and reach in individual countries may vary, but you can get an overview of what is on offer directly in the DSP (via Inventory > Marketplace > Audio). All available publishers and inventory packages, as well as the availability of impressions and cookies, are displayed. On the right there are several filter options to limit searches to the desired country or target group. Tip: The narrower the filter search, the more accurate the result.
Audio inventory in DV360, source: e-dialog
- PMP:Programmatic Audio can also be booked via the Private Marketplace. Spotify is a large provider of audio inventory in Austria, but you can also access regional stations such as RMS (Radio Marketing Service) or directly on Kronehit.at. Processing can take place via private deals or programmatic guaranteed and there is the possibility of pre-targeted deals. The advantage of the Private Marketplace is a safe environment and premium inventory from selected publishers.
- YouTube:Youtube audio inventory can also be purchased exclusively via Google. The 15 second or 30 second audio spots cannot be skipped and are played on YouTube.com or YouTube Music. According to Google studies, YouTube Audio can increase reach by 18% and 81% of audio campaigns have increased brand awareness. (You can find more information about YouTube Audiohere)
Creation
Using the Audio Mixer, audio spots can be easily created directly in DV360. It offers the ability to upload multiple audio files, overlay voice and music tracks, add sound effects and create companion banners.
audio mixer,source
The personalization of audio spots is already possible! With the help of dynamic rules, the content of the audio spot can be played out tailored to the target groups. It can be made dynamic, for example, based on geographical location, time, language or interest of the user. However, this function is still in beta and advertisers must be activated for it.
Conclusion:
With online audio we have the opportunity to place the advertising message directly into the ears of the listeners in various places and at different moments. This allows us to reach a receptive audience. Audio is a great channel to increase the reach of campaigns and create more awareness, which subsequently strengthens brand awareness.
