Audio programmatic ads can engage users

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 19, 2021, 11:30 AM UTC

Brands could use digital audio, such as podcasts, to easily attract their listeners' full attention.

As people adopted new lifestyles in the wake of COVID-19, audio content grew tremendously. Brands should include digital audio in their marketing mix to reach quality audiences and communicate with them since audio listeners feel more connected with the content they are hearing.

Implementing audio programmatic advertising can help companies create screen-free campaigns and integrate them with other channels like native and display. The rise in audio consumption revealed new trends. Such as, 37% of US adults listened to at least one podcast each month in 2020, as per Edison One and Triton Digital study.

With audio, marketers can build brand awareness across multiple channels, and nurture prospects and boost conversions. Brands must leverage digital audio to target younger demographics and build long-term relationships via programmatic ads.

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