Audio Advertising On The Internet - Where And How
Radio is the traditional medium for audio ads, but audio ads on the Internet is increasingly taking its place in the marketing mix of major brands around the world. It is expected that by 2023, around 1 billion users worldwide will be able to reach audio online.
In Bulgaria the topic is still unknown and for most brands it is taboo. That’s why we decided to talk about the opportunities it provides and to point you to platforms where you can successfully position your audio presence.
What Are The Benefits Of Audio Advertising On The Internet
It is important to know that audio advertising on the internet is very often bought programmatically. The platforms themselves are investing heavily to develop this digital marketing business, and the amounts invested globally are impressive.
Audio programmatic campaigns allows you to combine the power of radio to reach and influence many users with the benefits of the Internet environment – to be precise in targeting and reporting results. This is the most serious reason for brands to use audio programmatic advertising.
You can also successfully use Programmatic Audio Campaign in your cross media campaigns. With good governance, you can have an excellent mix of metrics like reach, reach, frequency, audience coverage, and more. With good governance, you can have an excellent mix of metrics like reach, reach, frequency, audience coverage, and more.
Programmatic audio advertising also allows for real-time optimization – something that traditional radio cannot provide you with. You can also benefit from more detailed reports and more in-depth audience analysis, video listening time, and more.
Programmatic ad buying is also preferred because of streamlining the planning and buying process, something that is not to be underestimated if you have many channels and are overwhelmed by contracts, reports and any other documentation. Audio advertising may just be another line of your digital media plan.
Advertisers using web audio ads benefit from improved metrics such as guaranteed delivery, real-time reporting and optimization, up-to-date audience data, precise targeting of the time, location, geographical area in which the ad will be broadcast, code integration for follow-up remarketing, buying impressions, and achieving cost optimization.
How To Buy Audio Advertising On The Web
Buy through a programmatic platform
Programmatic platforms are the most preferred channel. They allow you to better manage your campaigns and reach a large sample of listeners.
In programmatic platforms you can buy by any known methods:
– open marketopen market, where you cover most of the active streaming and sites;
– direct market place and
– private market place.
Google Display & Video 360 launched a new format last year – audio advertising. In it, you can leverage the ad programmatic’s capabilities to target podcast audiences worldwide.
Following a review we did in July 2019, the main channels for Bulgarian advertisers to broadcast their audio messages are SoundCloud, Spotify and TuneIn. There are also many niche channels that work mostly on the so-called. open market.
In addition to the Google programmatic platform, you can also buy the audio platform from Adform, MediaMath, Appnexus, Rubicon and many other international platforms.
In developed markets, there are programmatic platforms that are fully focused on buying audio advertising only. Such are audio.ad and adtonos.com for example. Unfortunately, they don’t always have good coverage and audience segmentation in our latitudes, so if you target them, be more careful.
Direct Deals on Spotify, Pandora, SoundCloud
Spotify is probably the first thing you think of when you hear an audio ad on the Internet. The music sharing platform is extremely popular in Bulgaria. In addition to banner advertising, you can also place an audio advertisement in it. Most brands can purchase advertising directly on the platforms and take advantage of the opportunities they provide for positioning.
Podcast sponsorship
Already in Bulgaria there are some extremely good podcasts that have their loyal fans. It may be surprising to you, but for some of them, your listeners are paying.
And that definitely guarantees a better image of your brand. We, for example, like the podcasts of Plamen Petrov, who gives business management tips, to the Superman – Georgi Nenov, who presents us with interesting interlocutors and topics of life. Each of them has its own fan group.
Audio ads for the web environment have their advantages and though one passing to Bulgaria you might consider including them in your next campaign. If you are wondering how to get started, give us a call.
