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DSP audio advertising, or demand-side audio advertising, is becoming more popular as businesses look for new ways to reach consumers. Here, we’ll cover what DSP audio is, the benefits of this type of marketing, and who can use DSP audio advertising to drive new customers to their business.
What is DSP Audio?
DSP audio is an advertising platform that allows advertisers to buy audio slots programmatically, or automatically, across different audio platforms like streaming music services, podcasts, and internet radio. Using a DSP, advertisers can track their audio ad campaigns, using data provided by the platforms to target specific audiences.
Is DSP Audio Programmatic Audio Advertising?
Yes, DSP audio is a form of programmatic advertising.
Programmatic advertising is a type of advertising that allows brands to automatically buy ad spots online through real-time bidding. DSP audio programmatic advertising is specifically geared toward digital audio ads, allowing advertisers to have their ads played on podcasts and other audio platforms.
Can Anyone Use Programmatic Audio Advertising?
Yes, any business can use programmatic audio advertising. This includes both small businesses and large enterprises who want to tap into the growing popularity of podcasts and music streams. Brands in all kinds of industries like retail, automotive, entertainment, finance, and healthcare can use programmatic audio to reach their target audiences. Media agencies who are looking for specific audiences through data-driven insights can benefit greatly from this approach, as can local businesses that want to reach listeners in specific regions or with particular interests.
What are the Benefits of Programmatic Advertising?
There are many benefits of programmatic advertising that make it a good option for brands, especially those that want to reach a niche audience. Here, we break down some of the main benefits of programmatic advertising.
Niche Markets
Programmatic audio advertising allows brands to reach very specific audiences based on data collected either from third-party sources or from the platform itself. Audiences can be segmented based on their interests, listening habits, location, and more. This type of targeting means brands can serve their ads only to people who might actually be interested in them, ultimately making the ads more successful.
Better Engagement
People listening to podcasts or streaming music are typically more engaged since they’ve chosen to consume that media and are actively listening to it. This means that when ads play, the person is paying attention. Additionally, audio advertisements give brands the chance to tell compelling stories, which capture people’s attention better than still ads. Overall, this engagement leads to better performance for advertising campaigns.
Detailed Ad Metrics
Programmatic audio advertising platforms come with detailed performance metrics. When advertisers can see the in-depth results of an ad’s performance, they can make adjustments and ultimately improve their overall success.
Reach People Anywhere
Unlike traditional TV, people can and do listen to podcasts and music everywhere: on the bus, on their commute, while cooking, etc. DSP audio advertising allows brands to reach these people no matter where they are.
Play Ads Alongside Quality Content
Platforms like Apple Podcasts and Spotify are known for their high-quality content. Advertising alongside this type of content can improve the perception of your brand.
Better Flexibility
Advertisers have more control over their programmatic audio campaigns with the ability to change budgets, ad audio, and audiences in real time. This allows advertisers to continually tweak their campaigns until they land on the best performing ads for the most engaged audiences.
Cost Effective
Programmatic audio buying allows advertisers to zoom in on their most relevant audiences. This reduces wasted ad spend and improves overall return on investment.
Different Ad Formats
DSP audio advertising platforms support many different ad formats. Audio ads can be played before the content starts, in the middle of things like shows and podcasts, and after the content ends. This variety allows advertisers to choose the best format for their specific campaign.
Less Ad Skipping
Ad skipping is a problem many advertisers face. This happens when a user fast forwards through the audio ad before it has finished playing. Many programmatic audio ad platforms have limits to the number of ads people can skip, which results in higher completion rates. Similarly, with the ability to target specific audiences, brands are able to serve their ads to people who are actually interested in what they have to say, which further reduces the amount of ad skipping that takes place on these platforms.
Access to a Wider Audience
Over time, more and more people are moving away from traditional radio in favor of streaming music services like Apple Music and Spotify, as well as podcasts. According to surveys, radio listening is at an all-time low, and experts agree the number of people who listen to radio will continue to decline. Programmatic audio ads give brands a way to reach the growing number of people who are turning away from conventional radio.
How to Get Started with DSP Audio Advertising
Getting started with programmatic audio ads may seem complex to those who are new, but with the right preparation and information, it can greatly improve your digital marketing strategy. Here are a few tips on how to get started with DSP audio advertising.
Choose the Right DSP
As you’re considering your options, select a DSP that specializes in audio advertising and has partnerships with major audio platforms. You can look at things like the platform’s targeting capabilities, data integration, and reporting tools.
Define Your Audience
Before running ads, you’ll want to identify your target audience based on things like demographics, interests, and listening habits. Use this data to create a detailed audience segment that you want to target.
Create Compelling Audio Ads
Having high-quality audio ads with a clear, engaging message is one of the most important steps when running DSP audio ads. If you’re new to this type of ad, you may want to consider using professional voice talent and sound designers. You can also listen to examples of brands who have nailed their ads to spark ideas for your own.
Set Campaign Goals
Before launching your ads, define your campaign objectives. Do you want to improve brand awareness, website traffic, conversions, or something else? Decide on a budget and set up bidding strategies to reach this goal.
Optimize As You Go
After your campaign is launched and your ads are running, you’ll want to monitor their performance. Use the data offered through the platform to make adjustments and tweak your ads for better results.
Learn More about Digital Audio Advertising with CTV Blueprint
By using digital audio advertising, you can reach your ideal audience across a variety of platforms. To learn more about digital audio advertising with CTV Blueprint, contact us today.
