There’s a reason why radio broadcasting employs over 66,000 individuals. While it’s true that radio isn’t as popular as it used to be it still retains a large core listenership that enjoys it at work or during their commute. The new winner in radio is truly programmatic radio!
This makes radio advertising an affordable and lucrative option for many businesses. Whether you’ve been advertising on the radio for years, or it’s your first time, it’s important to consider programmatic radio advertising.
But what is programmatic advertising? And how do you get the most out of it?
If you want to learn the answer to these questions, and more, then you’re in the right place. In this guide, we’ll be teaching you all about the subject. Let’s get started!
What Is Programmatic Advertising?
Before we dive into the subject it’s important to first understand exactly what programmatic advertising is.
This is a form of advertising that combines cutting-edge analytics with AI technology to provide your business with the best advertising opportunities for your specific needs.
One important component of programmatic advertising is that it’s not manual at all. You rely on automation to do real-time bidding for your ad campaign.
This helps you get a targeted campaign before the eyes and ears of potential customers in a way that’s quick and effective. It’s also important to note that programmatic advertising isn’t limited to radio.
It works across a variety of digital platforms whether it’s social media ads or video ads on television.
Make sure to check out our page where we break down everything you need to know about programmatic advertising, including the unique benefits that come with it.
How to Get the Most Out of Programmatic Radio
Hopefully, by now we’ve convinced you that programmatic radio advertising is the right decision for your business. However, it’s important to note that not all programmatic radio campaigns are created equally.
If not a lot of planning goes into it, then it’s easy for these campaigns to fall flat. So, in this section, we’ll be going over some of the ways that you can maximize the ROI of your specific campaign. Let’s dive in.
1. Don’t Limit Yourself to Radio
There are a lot of things to like about radio for programmatic advertising. It’s affordable, wide-reaching, and creative in terms of how you can promote your product or service.
That being said, it’s important to not limit yourself to just radio when it comes to programmatic audio advertising. You should also consider using programmatic advertising for podcasts. Why?
For one thing, podcasts are popular. The PEW Research Center found that 44% of Americans listened to a podcast within the last month. However, more importantly, it’s much easier to target certain demographics with podcasts.
Podcasts tend to appeal to a certain niche that might be hard to reach with a radio audience. For example, let’s say your business sells spooky, Halloween merchandise.
It might be hard to find horror fans on the radio. But, programmatic podcast advertising can put your business in front of a niche audience of horror fans.
2. Convey Your Brand Through Audio
Audio programmatic advertising lends itself to a lot of creative uses in terms of sound. You must use the strictly audio format to your advantage. For example, maybe you can utilize a catchy jingle.
Or, you can use humor and sound effects to make an impact with your audio content. Regardless of what angle you choose to go at it, make sure that the radio ad conveys your brand.
If someone walks away from the ad without being able to name your business or service, then it was likely a failure.
So make sure you emphasize your business name throughout. And don’t be afraid to experiment with creative ways of conveying your brand through a sound-only format.
3. Track and Adjust Your Campaign
Programmatic radio isn’t like the Titanic. If you notice something going wrong with your campaign, then there’s no need to go down with the ship. A huge benefit of programmatic advertising is that it gives you real-time feedback in terms of what’s working and what’s not.
So, use this to your advantage. If you notice one ad placement is doing better in a specific radio or podcast spot than your other, take note. Readjust your campaign to focus on what’s working while cutting out what’s not.
How to Get Started
The first step to starting programmatic radio advertising is finding a good digital marketing company. Once you have two or three good options, then you should meet with them for an initial consultation.
It’s important to use this consultation to decide if the marketing company is a good fit for you. Remember you want a company that listens to you when you tell them about your goals and strategies.
After your consultation, you can decide on a digital marketing agency and start crafting your campaign. It’s convenient to go with a digital marketing company like Media Shark that’s capable of making your ads for you.
That way you’re not complicating things by outsourcing everything. Once your campaign is designed, then you will start to narrow down your ideal audience.
To do this, we use billions of data points to find the best audiences and spaces for displaying your message. Then, you can sit back and watch your business grow.
Need Help With Programmatic Advertising? Contact Media Shark
We hope this article helped you learn how to get the most out of your programmatic radio advertising campaign. The most important thing is finding a company that’s transparent about its programmatic ads.
All too often low-tier agencies will never disclose how they’re spending your budget and where your ads are airing. That’s not the case with Media Shark.
Here with offer full transparency in terms of our programmatic advertising. So, if you’re ready for the target radio ads that you deserve, contact us today