{"id":12714,"date":"2018-01-30T00:00:00","date_gmt":"2018-01-30T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/what-can-programmatic-audio-do\/"},"modified":"2026-02-26T13:38:01","modified_gmt":"2026-02-26T13:38:01","slug":"what-can-programmatic-audio-do","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/what-can-programmatic-audio-do\/","title":{"rendered":"What Can Programmatic Audio Do"},"content":{"rendered":"<h2>Numbers, data &amp; facts about programmatic audio ads<\/h2>\n<p>At the beginning we would like to explain why this could be relevant at all. The following information (<em>Source: Google\/DoubleClick<\/em>):<\/p>\n<blockquote>\n<p>&ldquo;25% of mobile time is listening to audio&rdquo;<\/p>\n<\/blockquote>\n<p>When I first read this I thought &ldquo;whow &ndash; impossible!&rdquo; &ndash; but in fact I immediately have my headphones in my ears when I leave the office or my apartment to&hellip; listen to music, streamed of course. Or podcasts!<\/p>\n<blockquote>\n<p>&ldquo;40% of &nbsp;audio is already heard digitally.&rdquo;<\/p>\n<\/blockquote>\n<p>This means that we are getting more and more potential inventory and therefore reach for programmatic booking.<\/p>\n<p>In addition to the known effects<b>Brand awareness<\/b>and<b>interest<\/b>found through audio<a href=\"https:\/\/www.tritondigital.com\/news-items\/three-reasons-audio-ignites-the-advertising-mix\">Nielsen<\/a>found that every USD 1 invested by Top Brands brought &rarr; USD 6 in sales.<\/p>\n<p>These facts are reason enough to use this new channel today rather than tomorrow.<\/p>\n<h2>Formats of programmatic audio ads<\/h2>\n<p>As things stand today, we can generally assume that audio spots have the following properties:<\/p>\n<ul>\n<li>Length: 15 or 30 seconds<\/li>\n<li>unskippable!!!<\/li>\n<li>User controls pause<\/li>\n<li>optional companion ad in the player, clickable<\/li>\n<\/ul>\n<h2>Benefits of Programmatic Audio Advertising<\/h2>\n<p>In addition to the fact that with this format we can often reach the target group directly from the headphones through the ear, the biggest advantage is: targeting, targeting, targeting!<\/p>\n<h3>Programmatic Audio targeting options include:<\/h3>\n<ul>\n<li>Geographic targeting<\/li>\n<li>Demographic targeting (age, gender)<\/li>\n<li>Environment, topic, sponsored playlists<\/li>\n<\/ul>\n<p>This shows its advantages over classic radio advertising quite clearly: while with radio you still estimate the target group based on hope, I can precisely target young men. And the geographical orientation also leaves a lot to be desired: how many channels would you have to book to reasonably cover Vienna &ndash; and then it&rsquo;s also scattered due to high channel ranges and cable distribution&hellip;<\/p>\n<h3>Evaluation and billing<\/h3>\n<p>Exclusive real playouts are billed for each individual user using CPM (cpm), similar to what we know from all digital channels. Since it runs programmatically, we get a precise evaluation of the draws.<\/p>\n<p>In my opinion, programmatic audio booking must replace classic radio booking!<\/p>\n<h2>Programmatic Audio Inventory<\/h2>\n<p>Where can I place these ads and reach my target group? The pioneer here is Spotify, but SoundCloud and Google Play Music *) also already offer their inventory. The trend is rising sharply. *) initially in the USA.<\/p>\n<h3>reach<\/h3>\n<p>The objection that advertising is not shown on premium accounts on Spotify and Play Music, for example, can be refuted by the following two facts:<\/p>\n<ul>\n<li>At Spotify, around 80% use the free account &ndash; with advertising!<\/li>\n<li>You then only pay for the real range (unlike the radio extrapolation&hellip;)<\/li>\n<\/ul>\n<h2>Where in the funnel we rely on programmatic audio<\/h2>\n<p><img decoding=\"async\" width=\"794\" height=\"577\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Funnel.jpg\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Funnel.jpg 794w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Funnel-300x218.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Funnel-768x558.jpg 768w\" sizes=\"auto, (max-width: 794px) 100vw, 794px\"><\/p>\n<p>In the customer journey, this channel is clearly in the area of &#8203;&#8203;awareness: we &ldquo;only&rdquo; have the opportunity to get directly into the ear and &ndash; with the exception of the companion ad &ndash; not to trigger a direct response. It should be noted that this allows us to reach auditory people optimally, in contrast to our other digital channels.<\/p>\n<h2>How to book in? With the DSP!<\/h2>\n<p>As always, we need a DSP &ndash; Demand Side Platform in RTB to book and manage campaigns and advertising materials. (Note: you can of course also book the campaign directly with the publisher\/marketer, then from my point of view it is no longer really programmatic, even if the provider manages the campaign.) There are specialized ones<strong>DSPs for audio<\/strong>, but more and more classic DSPs also enable the audio channel (similar to<a href=\"https:\/\/e-dialog.group\/blog\/programmatic\/programmatic-video\/\">video<\/a>) to book, manage and, above all, optimize. We use the DBM from<a href=\"https:\/\/e-dialog.group\/doubleclick\/\">DoubleClick<\/a>or AdForm.<\/p>\n<h2>Conclusion<\/h2>\n<p>With programmatic audio, a new channel is opened up to us &ldquo;onliners&rdquo; and all the technical possibilities as well as targeting and billing have enormous strengths compared to classic audio booking &ndash; the budget will therefore shift very quickly here.<\/p>\n<p>At the beginning we won&rsquo;t have full reach in all target groups, but that will change very quickly.<\/p>\n<h3>If you are interested in booking programmatic audio ads yourself, please contact us at<a href=\"mailto:kontakt@e-dialog.group\">kontakt@e-dialog.group<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>With audio, the next advertising channel after digital is now also programmatic. Actually a logical development. But what advantages and disadvantages can we expect from it?<\/p>\n","protected":false},"author":1,"featured_media":4804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"post-old.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,446],"channel":[451],"goal":[460],"technology":[],"c-year":[64],"class_list":["post-12714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-campaigns","channel-audio","goal-brand-awareness","c-year-64"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Can Programmatic Audio Do - e-dialog<\/title>\n<meta name=\"description\" content=\"With audio, the next advertising channel after digital is now also programmatic. Actually a logical development. 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