Audio is seeing a huge boom of users around the globe. Users are now preferring audio content like podcasts, music, and now audio chat rooms on platforms like clubhouse over other media. Podcasts played a major role in the adoption of audio as a medium of information or infotainment.
Let us understand what is programmatic audio advertising and why to do audio advertising in brief?
Programmatic audio advertising is a new method to advertise users on audio platforms like Spotify, Soundcloud, Gaana, Jio Saavan, etc. Audio advertising is very ideal for brands looking to create awareness among the listeners of music, podcast, or news.
Audio advertising is always a good option to integrate your brand into the daily routine of listeners. The user is in a distraction-free environment and is focused on the audio, which can help create a unique personalized ad experience.
Your message is programmatically inserted in audio ads before or during streaming music, news, and podcasts. You can read our article on ‘4 Reasons to consider Audio Advertising’ to learn the benefits of audio advertising.
Now let us know how programmatic audio advertising works.
Programmatic audio is the use of technology to automate the selling and insertion of ads in audio content like podcasts, digital radio, and music-streaming services.
Unlike the case of display in the video, programmatic audio was, for many years, missing solid specs and delivery standards – so much needed to attract more advertisers and publishers and pump advertisers’ dollars into the system. Finally, the IAB, the popular digital advertising association, has been working on an actual template for delivering audio ads and proposed it Digital Audio Ad Serving Template (DAAST) in 2014.
In November 2018, the support for audio ads with DAAST merged into VAST 4.1, a popular IAB standard for video ad buys. We covered VAST and other video ad-serving protocols in a previous post. In the new version of VAST, among the other changes, the “Ad” element now has the “adType” attribute, allowing the ad to be of audio-only type. Also, the term “media player” is used in the document instead of the term “video player” which was used previously. There are additional instructions as well for handling various VAST elements/attributes in the Audio Ad scenario.
Quicker adoption of frameworks like VAST (and the deprecated DAAST) is important from a business perspective because it prompts the popularity of programmatic audio in the industry and enables ad servers to communicate with publishers in a commonly understood language for ad delivery.
VAST, among other things, envisions a framework for placing linear ads (i.e. audio ads that appear before, after, or during a break in the main audio content) in audio players. Apart from numerous important functionalities, the VAST protocol defines the procedure of placement for linear audio ads (appear before, after, or in the middle of audio content consumption). As a rule, they accompany the following formats:
Static banners containing logo and CTA. Available for clicking upon while the audio format is in progress.
Ad placements for 1 or more audio tracks within one type of content.
Pre-roll and mid-roll tracks in the audio file featuring different benefits.
15-60 sec-long in-game audio ad track that provides an in-game bonus to the user upon audio completion.
Podcast audio ads
The commercial audio ads placed within podcasts (on-demand internet radio talks).
Principally, this means you can serve an ad unit within songs in the playlists, or as pre-roll or mid-rolls within podcasts, within radio ad breaks, or in mobile games as rewarded audio
The Future of Programmatic Audio.
The always-connected, on-the-go lifestyle and the popularity of fitness are conducive to consuming audio, especially on mobile devices. You can see our article on why you should consider audio advertising for your business.