Online audio consumption is growing by leaps and bounds. It’s time for us to take advantage and exploit this channel through audio ads with formats such as Dynamic Ad Insertion.
Let’s face it: we are consuming more and more audio streaming. Whether it’s listening to music or podcasts, but also while exercising and working, even during other daily activities such as walking or doing the dishes.
Nowadays, online audio is one more medium that we need to take into account when planning our digital marketing strategy. In order to learn how to monetise audio, we must first understand what audio ads are.
What are audio ads?
Audio ads, or audio ads, are the advertisements that appear in different audio formats and streaming channels. An example is podcast and online radio advertising.
What are the solutions and formats for audio advertising?
One of the classifications of audio advertisements distinguishes them according to when they appear and also where they appear, from which the following solutions are derived:
- Live Audio Ads (Dynamic Ad Insertion)
Dynamic Ad Insertion (DAI) allows audio broadcasters to monetise their live audio signals by inserting ads within their live signal. These ads can be placed either at the beginning of the broadcast or during, as an extension or replacement of traditional Ad Replacement.
Revenue generation through the insertion of dynamic ads in Podcast content. (AVOD)
Insertion of audio and video ads prior to the start of the live feed.
Where are these ads heard?
We can find this type of advertising in both live feeds and podcasts (AVOD).
Typically, live content includes those related to news, sports, press conferences and panel discussions.
We also listen to them on websites and apps such as Spotify, Amazon Prime Music or personal media platforms.
Why are they a growing trend in digital marketing?
Audio ads are a growing trend thanks to new consumer habits, such as the increase in online audio consumption, their preference for programmatic TV and their access to facilities to buy new equipment and increase internet speed.
To understand the performance of our audio advertising strategy, we need to know the metrics of audio ads, and analyse their advantages to know if we are taking advantage of each of them.
How is the effectiveness of audio ads measured?
Its metric is called Listen Through Rate (LTR), and it represents the percentage of plays where the content of the ad was listened to in its entirety.
How can we buy this type of advertising?
Within the options offered by the market, audio advertising can be bought both directly and through programmatic audio buying. The latter option allows content generators to connect their inventory with the different DSPs in the world and offer their inventory, managing demand and optimising the performance of their campaigns for each existing business opportunity.
Benefits of audio ads
- We create an emotional bond with consumers by communicating through voice and music, and this helps increase their ability to remember information.
- We can reach the busiest users, as they can listen to the ads as they go about their business.
- Most of the time we will get the listener’s location information, as they will usually be listening from mobile devices.
- Most audio ads cannot be skipped and the target listening rate is high.
- We can identify what the listener is doing by the style of music they listen to, knowing their interests and reaching the campaign target easier.
MediaFem, the most complete audio streaming and podcasting solution
MediaFem is the leading audiovisual content management and distribution platform that delivers an end-to-end solution to audio content generators.
The on-site revenue generated by the software is then utilized to determine a charge. It has created a set of adaptive marketing standards that allow each ad to be tailored to the people who are most interested in the information being presented.
It takes pride in being able to supply higher-quality content to advertisers than other ad networks. This system reacts rapidly to ad requests, ensuring that each impression is delivered as soon as possible for the best viewing experience possible. By providing relevant content and functioning more efficiently than other ad networks, MediaFem has grown into the company it is today.
Also published on Medium.