Why 2019 Will Be Huge For Programmatic Audio
What is Programmatic Audio?
Streaming audio content has recently seen enormous growth. Most consumers listen on mobile devices, but the increase in “Smart Speakers”, and new in-car integrations has made streaming audio more commonplace. Consumers are listening wherever they want, on their own time.
Programmatic advertising is buying and selling digital ads through specific software engineering like DSPs or Ad Networks, made specifically for the digital marketing ad buying process.
It avoids traditional human negotiation and is more efficient because purchasing ads between sellers and buyers can cost more and can be unreliable. Programmatic buying allows for automation in real-time, so everyone wins.
While traditional radio has not totally lost its appeal, it's evident that the future is in digital audio. I Heart Radio, Comcast Radio, Cumulus Radio, and other major radio companies have recently launched digital audio and TV platforms.
Advertisers must use every resource possible to make cost-effective intelligent ad buys. Radio and TV Sales Reps are NOT digital experts and should not be selling Digital Audio, it’s not what they do.
Simply put, digital audio should not be bought and/or measured like traditional radio, it’s a completely different animal. If you want to reach top audiences on Pandora, Spotify, I Heart Radio, SoundCloud and more, programmatic audio targeting is the answer in 2019. However, the media buy needs to be done by a true digital professional. The definition of "programmatic" needs to be clearly understood, as many media reps think they are targeting programmatically, and they are not. This is extremely misleading, and you need to know the real differences.