Programmatic can optimise audio ads for safety and contextuality

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2021, 1:12 AM GMT+0

Advertisers should consider audibility as a key metric to track their audio campaigns.

The US radio and digital audio services are projected to generate $16.8 billion in ad spending in 2021 as per eMarketer, with more people listening to audio for entertainment. As audio grows rapidly, advertisers could face new risks in terms of safety and ad fraud.

Brands entering the audio market should use programmatic tools to analyse and track the effectiveness of their audio ads. As more consumers opt for free, ad-supported audio services, brands with paid subscriptions, need to reconsider their measurement strategy.

Factoring in brand safety and suitability capabilities can help advertisers discover the right content fit for their ads on digital audio platforms. Programmatic tech can track and optimise the performance of audio ads at a “granular level”, while also ensuring brand safety and contextual targeting.

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