What Is Programmatic Music and How Does It Work?

programmatic music

Kaley tunes in to her favorite audio streaming service each morning. As she sips her coffee and sits down to work, she keeps the music going. Her preferred music runs all day, almost every day.

Whether she realizes it or not, Kaley is her streaming service is collecting data on her listening preferences. This data is used to determine what kinds of ads play during her streaming hours. She’s not alone, either.

Over 150 million Americans use ad-supported streaming services. This means programmatic music and ads are hitting their eardrums as well. With this large of a market, advertisers need to get their sound, message, and timing right.

How can you make sure your advertising is the best it can be? Keep reading to find out how programmatic music advertising can work for you.

What is Programmatic Music?

Programmatic music helps tell a story or send a message. It can be in the background of an ad or part of the main ad itself. You’ve probably heard early classical composers’ programmatic works without realizing it. Camille St. Saens’ Carnival of the Animals uses classical music to paint a picture of different animals’ mannerisms.

Audio marketing professionals use programmatic music in the same way. Music that serves to paint a picture, tell a story, or support a text is programmatic music. When paired with spoken audio or vocals, this music can be effective advertising.

How Does Programmatic Music Work?

If you’re in the business of programmatic audio marketing, using programmatic music just makes sense. If you’re targeting customers through AI with advertising, programmatic music will support your mission.

Let’s say your company wants to advertise its nostalgic 1990’s products. Your ad agency will use programmatic radio marketing to target those streaming Nirvana, Back Street Boys, Spice Girls, or Britney Spears. Programmatic music would support this mood in your ads.

By using similar beats, vocals, or even familiar tunes, ads are tailored to listener preferences. Creators and composers can make new jingles or background music to support the ad’s message.

Others may prefer a familiar and catchy tune the listener will recognize. In this example, it may be a popular Spice Girls opening of “Tell me what you want, what you really, really want.” followed by info about the product. You can close it up by another catchphrase from the same song.

Advantages to Programmatic Music

When consumers listen to streaming music services, artificial intelligence (AI) can learn their preferences. Programmatic ads are also using AI to learn how to reach their target consumers. There are several other advantages to using programmatic music and advertising.

A Captive Crowd

Unlike video ads and TV commercials, most audio ads can’t be skipped. That means listeners will hear audio ads in their entirety. If they’re streaming for free, they’re likely to hear the same ads repeated several times.

Strategically placed, high quality ads can make a big impact this way. Programmatic music is an effective way to make ads stand out. When programmatic advertising is paired with the right music, it may also be more interesting to listeners.

A Personalized Experience

On-demand music streaming services contain AI algorithms to learn listener preferences. Sometimes, the consumer can overtly state whether or not they enjoy specific pieces of music. AI tracks each click and pattern to learn more about each listener.

Using this technology, ads can be generated towards specific preferences. Programmatic music can do the same. Classical station listeners probably have different tastes than punk rock streamers.

Advertisers can use AI technology to tailor program music and programmatic audio that will best appeal to listener preference.

A Wider Audience

Four hundred million people around the world stream music. Until streaming services were available, advertisers were geographically bound by airwaves. With the power of streaming services, programmatic advertising can reach millions of people in one day.

A Younger Audience

Forty-nine percent of on-demand music streamers are between 20-24 years old. Sixty percent of youth ages 16-19 stream most of their music as well. Building brand recognition with younger audiences is a great way to grow brands and products.

As the populations ages and changes, programmatic ads will be able to keep up with their preferences.

Emotional Connections

Music has effects on the human brain that no other medium can provide. When paired with programmatic audio, it can create an emotional connection with listeners. Those listening with earbuds can feel more connected to music as well.

Earbuds or headphones help create a feeling of personal connection. After all, it’s very difficult to have a conversation with someone while listening to music on airpods. Earbuds or headphones help the listener alone with their music, which could also increase their focus on what they’re hearing.

Interested in Programmatic Music?

Programmatic music is a great way to connect with consumers. When paired with programmatic audio, it makes for great advertising material. Programmatic music can reach a younger audience, which could increase brand loyalty as the population grows.

Programmatic music can be customized to the preferences of different listening audiences. AI used in programmatic marketing can help get these ads to the right consumers.

Are you wondering how programmatic audio can work for you? Let the pros at Media Shark help you. We have the technology and experience to deliver what your ads need to be effective.

With upfront pricing and accurate reporting, we communicate with you throughout the advertising process. Contact us today to find out how we can make your advertising dreams a reality 

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