A Look Into the Most Successful Programmatic Radio Ads

Did you know that listenership to audio-based services increased by 17% in 2021?

The pandemic created a shift in how people lived their everyday lives. Remote work and a lack of commute meant more people did their work or spent free time alone. And while they were alone, they tended to listen to many different types of programmatic radio media.

There’s no better way to advertise to your target audience than with programmatic ads. Radio marketing may be the solution to helping you take advantage of that 17% boost.

Join us as we discuss advertising on the radio, and how to leverage it for your business.

The End of Radio

The standard car radio you see for AM and FM broadcasts is dying a slow death. People have their smartphones everywhere they go. The prevalence of Bluetooth means they can listen to that content on any device.

As a result, advertisers spend less and less every year on analog radio advertising. Historically, you had to buy these ads yourself. That meant spending precious time positioning your ad on a broadcast.

But with modern radio marketing, it’s a lot more complicated to buy advertising space. Radio ads are more dynamic now.

It’s not an effective use of your money and time to buy ad slots like you used to. The rules have changed. Ad companies no longer try to hit the largest audience possible with the same ad–instead, they target individuals.

That’s where programmatic advertising comes in. 

What Is Programmatic Radio?

Programmatic radio is a form of advertising over OTT, specifically digital audio streams. These can be digital radio, music streaming with apps like Spotify, or podcasts. This is as opposed to programmatic video, which focuses on visual streaming content like Netflix and YouTube.

Where programmatic radio marketing differs from its predecessors is that it’s dynamic. It uses algorithms and AI to automatically push ads to users. And rather than pushing the same ad to every user on a certain stream, it pushes specific ads to specific users.

Not only that, but it bases these ads on user behavior. That way you can push ads to your niche audience. You avoid wasting advertising dollars on sending your ad to users that will consider it irrelevant.

The average person listens to nearly 4 hours of audio content per day. That’s a huge pool of potential customers, and you can’t afford to miss out on their business.

And the best part about programmatic ads? It’s an entirely hands-off process that requires minimal input and overwatch by your marketing team. Since this system works via AI, you set the parameters and the software does the work for you.

That means that programmatic radio advertising bids on ad space on a need-by-need basis. It finds users based on their activity. Then it serves them that ad, and them alone. 

It then feeds you detailed statistics of everything from how long users looked at ads, to how many conversions happened as a result. 

How to Make a Successful Programmatic Radio Ad

There are a lot of things to keep in mind when making programmatic ads. However, today we’re going to cover a few of the key ones.

Advertising on the radio in the digital age changes with every passing year. Today’s market is not the same as tomorrow’s. As such, your campaign will need to adapt to the times.

1. Make Use of Cross-Platform Ads

The average user has a lot of devices. They have a computer, phone, smartwatch, tablet, and more. Most devices can receive some form of ads, and the key to success is building your ads around each platform.

Mobile ads are very different in design philosophy and execution compared to ads on computers. Using the same ad across multiple platforms is a no-no. It looks tacky, gets less user engagement, and could harm your statistics.

A successful advertising campaign is one that builds ads based on the platform.

2. Match the Content

Finding your audience is one thing. But does your ad match the mood and tone of the content it’s advertising over?

Many video gamers may suffer from depression. But you don’t want to serve them an ad about counseling during a video game news segment. Sending that ad when they’re listening to sad music, on the other hand, might be the ideal time.

3. Make an Emotional Impact at the Right Time

Knowing when to serve your ad is another important factor. If someone gets your ad during their lunch break, they might be preoccupied with relaxing and enjoying their lunch. They won’t have the time or interest in the ad you’re serving. 

Further, it’s not ideal to serve content mid-stream. But it is a good idea to serve it during the intro, or between breaks in songs. These are less likely to annoy users, and will engage them emotionally.

Timing is everything with programmatic radio.

4. Use Sequential Messaging

Remember, you have multiple platforms to work with. Why not try to spread your message in pieces across these platforms? The advantage of digital ads is that they can reach someone everywhere, no matter what they’re doing.

Users will ignore the same ad they’ve heard a hundred times now. But they will pay attention to the same ad, told in a different way. This can be the continuation of a narrative or an ad that subverts their expectations.

Using Programmatic Radio in Your Advertising Campaign

Programmatic radio is a key feature of radio marketing in the modern age. It leverages AI to deliver custom ads to specific users across various digital streams. It’s automatic, dynamic, and may lead to much more success and bang for your buck.

Learning the ropes of programmatic ads, Google display ads, and more is a challenge for the beginner. That’s why we’re here to help. Get in contact with us today!

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