3% (an estimated 209 million people) of the US population listen to online audio on a monthly basis, and that number has been rising every year since 2000. Keep reading to learn more about programmatic radio!
It’s no wonder that marketers are flocking to the digital audio advertising market. Right now, reaching targeted and relevant audiences is easier than ever before.
Part of the reason is because of the rise in programmatic radio. Read on as we tell you everything you need to know about programmatic radio as well as different execution and measurement strategies you can apply to your marketing scheme.
What Is Programmatic Radio or Audio?
Programmatic audio advertising refers to the automated selling and placing of ads in audio content. This can be used on several different types of audio mediums, including:
- Digital radio
- Traditional radio
- Audio articles
- Music streaming services
Advertisers are able to target select audiences better through automated ad placements. They can also measure and retarget those campaigns with high levels of efficiency.
Throughout the online advertising ecosystem, automated purchasing systems have allowed marketers to make it much easier and faster to get advertising in just about any format.
Benefits of Programmatic Audio
The major benefit of programmatic audio is that you have access to real-time insights about your audience. This can help you understand it better, leading to more accurate segmenting and optimized campaigns.
You can target your future campaigns to very specific areas, interests, and demographics. This means you’re speaking to the exact people you want to get your product to.
For example, you could get your advertisements placed on specific playlists or only for a certain genre of music.
The ability to be able to target a user at the right time, in the right place, and in the right context helps your audience see your product in an authentic and immersive way.
Being able to combine programmatic audio with other types of ads such as display ads can help you reach customers in a multi-channel way. This means you can get exposure wherever your prospects are.
Another benefit of programmatic audio through listening is that you will be less dependent on cookies, which is important for regulations like CCPA and GDPR.
Google has also announced that they will be getting rid of third-party cookies, which makes audio ads a win-win for advertisers as well as the publishing platform.
The last thing is that it’s much harder to block audio ads as opposed to video ads. Audio ads are also much more consistent with the content being played, which makes people not as likely to want to skip it anyway.
Execution Strategies for Programmatic Radio
Using digital audio is a great way to build a holistic, cross-platform branding campaign. It’s a great way to generate brand awareness, especially when combined with other advertising platforms like native and video.
Let’s take a look at a few best practices and strategies that you can apply to your next campaign.
Creating an Engaging Audio Ad
When creating an audio ad, make sure to develop a message that is clear and to the point. Always add a call-to-action to push your listeners to take action, whether it be to check out a website, fill out a form, and more.
Consider adding different music and sounds in the background to tap into your listeners’ imaginations and create a setting for your product or service.
Remember to stick to a friendly and conversational tone, and keep the message as brief as possible so that they can remember the main points of your message.
Lastly, always test new images and videos to find what resonates with your target audience the most.
Target Specific and Niche Audiences
Leverage the different segments that the audio partners provide to make sure your ads are targeting the most specific groups of people you want to reach.
Fine-tuning your targeting will help you get better results as well as accurate metrics that you can analyze to create better campaigns in the future.
Educate the Audience
Use audio ads to grow awareness, interest, and recognition of your product. A great way to do this is by educating your audience about a common pain point they may have, and how your solution fixes it.
Audio is a great medium to show brand personality to resonate and connect with your customers. Test different ways to express your company’s personality that speaks the best to your prospects.
When it comes to measuring the success of your programmatic audio ads, there are several different KPIs you can refer to. Let’s look at a few of the most important ones:
- Impressions: the total number of ads served
- Reach: the number of unique people who listened to the ad
- Frequency: the average number of times each person heard your ad
- Audio Completion Rate: the percentage of ads that played through until the end
- Resonance: how people think and feel after hearing your ad, determined by awareness, favorability, intent
- Listen Through Rate: percentage of people who heard your ads in full
- Clickthrough Rate: number of people who clicked on a banner after listening to the ad
By applying these KPIs and benchmarks to your measurement strategies, you can create more specific and optimized campaigns in the future. You can find which ads are working best through A/B testing of different variations.
Try combining different strategies and testing different demographics to find the sweet spot for your product or service and improve ROI.
Start Driving More Traffic to Your Business
Programmatic radio is one of the best avenues of digital marketing to drive more leads and sales to your business. More and more people are spending more time listening to audio-centric media to alleviate their screen fatigue.
If you’re looking to grow your business with some of the best programmatic advertising technology out there, get a free consultation with us today!