Programmatic Audio Advertising: What Is It And How It Differs From Video?

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2 years ago

When we think about advertising, our minds may naturally jump to videos that we see on TV, or campaigns that we click on from different social media accounts. However, have you ever considered audio advertising to be an option? It’s estimated that around 80% of adults still listen to the radio. Therefore, there are many options for advertisers to use programmatic audio advertising. Below we are going to find out more about this, as well as how it can differ from video advertisements.

What is programmatic audio advertising?

Put simply, programmatic audio advertising is where an advertiser will use audio to sell a product during ad breaks, as well as through automated selling. So, if there was a podcast, you may be able to sponsor the podcast or ask your advertisement to be placed during breaks. The advertisement itself would be audio, so it would be made up of voices and sound effects.

Most of the time, programmatic audio advertisements are coupled with the following types of content:

  • Podcasts
  • Digital radio
  • Music streaming platforms
  • Audio articles/stories

Some of the biggest platforms you may consider using include Spotify, SoundCloud, Pandora and Tune In. Google is taking these types of audio platforms very seriously. So, having an advertisement placed between audio content can be extremely helpful. If you need some professional assistance with your advertising, companies like Finecast can help you every step of the way.

How is programmatic audio advertising different from video?

Obviously, the biggest difference between audio and video advertising is their visuals. Audio has no visuals; video does have visuals. Right now, many people are struggling with screen fatigue, so they are more naturally inclined to go to audio advertising. In fact, it’s been discovered that the human brain finds it easier to process audio rather than visual content. Therefore, it is far more effective.

What are the benefits of programmatic audio advertising?

Naturally, programmatic audio advertising does come with a range of benefits. Thanks to the pandemic, more people than ever consume both audio and video streaming advertisements. That’s why it’s important that you diversify your advertising strategies. Some of the main benefits of programmatic audio advertising include:

  • Having a new advertising interface that can connect to the right buyers
  • Programmatic audio advertising being automated and easy to create
  • Being able to target a demographic that is tired of screens and wants more audio formats
  • Audio commanding the complete attention of the listener
  • No distracting visuals to take away from the message of your advertisement

As you can see, there are a range of benefits that come with audio advertising. In a world of videos and images, your adverts will stand out if you focus on audio.

Are you ready to use programmatic audio advertising?

Overall, as you can see, it is clear that programmatic audio advertising is a great way to target the right audience for your project. Just make sure to do your research about what platform to use. The right audio platform can help you grow your brand efficiently. So, make sure to take full advantage of it, using these top tips and tricks.

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