What is programmatic audio advertising and why should you care?
Audio advertising isn’t new. For decades, brands have been present on radio to reach their audiences. But today the landscape has changed: now we aren’t only talking about radio, but also about podcasts, streaming music and digital platforms, and above all, programmatic audio ads. Apart from this, we also have the possibility of covering a share of reach that through conventional audio would be impossible to carry out, without getting into terms of measurement.
What is programmatic audio?
Programmatic audio is a way to buy advertising space on digital audio platforms in an automated way and in real time. That is, your audio ad is inserted dynamically, through a DSP (Demand Side Platform), in services such as:
– Spotify (free version)
– Amazon Music
– Podcasts
– Online radios (such as TuneIn or iVoox)
– Traditional radio stations with digital version
All this is done through algorithms that allow you to show your ad to the right audience, at the right time and with the right frequency, for a change. In this ecosystem multiple technologies are connected to end up serving ads, but you can see that in other posts here.
How does it work?
Unlike traditional radio, where you buy blocks of time, programmatic audio allows you to:
– Segment by age, gender, interests, location, digital behavior, etc.
– Set flexible budgets and optimize in real time.
– Measure results with real metrics (such as completeness of listening or frequency of impacts).
– Do retargeting and work with audiences as you would with display or video.
It also allows us flexibility with creativity, in this case, with audio, being able to change it quickly due to need or correction.
What are its advantages?
1. Reaches where other channels don’t
Audio is consumed while people are exercising, driving, cooking or working. It’s an ideal channel to be present when visual attention isn’t available.
If we manage to capture their attention at just the right moment, sound can instantly anchor the message in the consumer’s mind almost instantly.
2. Real emotional impact
The voice conveys emotions, closeness and credibility. A good voiceover or the right music can create an immediate connection with your audience.
3. Affordable cost and low saturation
There’s still less competition than in other digital channels. You can reach large volumes of users with reasonable CPMs. Varying mainly depending on where and to whom you want to present your brand.
4. Clear and actionable metrics
You can know how many people listened to your full ad, how often, and if they took any action afterwards (such as visiting your website or searching for your brand).
5. Complements the rest of your strategy
Audio reinforces display, video or social media campaigns. It helps maintain brand recall without the need to repeat the same visual impact. Using a completely different format that doesn’t need visual accompaniment.
When should it be used?
– To launch a new brand or product and create notoriety.
– In up-funnel or message reinforcement strategies.
– When you need to be present at times of the day where other formats don’t fit (such as when driving or at the gym).
– For behavioral retargeting campaigns.
Programmatic audio advertising is just one piece of the puzzle, but when combined with other formats, it helps create a more connected and consistent brand experience. That’s the power of thinking omnichannel. Want to see how it all comes together? Explore the role of programmatic in omnichannel marketing strategies and how it can truly make a difference.
