Digital audio should be part of your media mix now, or at the very least, be part of the media mix consideration.
But don’t take my word for it. Follow the data and these points should convince any reasonable ad buyer:
People are listening to digital formats. This shouldn’t be a surprise because people have always been listening to something – music, live games, talk shows, etc. Audio offers a way to let users consume media either actively or passively. You can drive and listen at the same time. Try reading a web article or watching puppy videos while merging on a highway.
Digital audio formats offer marketers engaged listeners and high share of voice because the users are served only one ad at a time. Furthermore, mobile devices have personalized audio experiences even more. So the signals consumers give while listening to digital audio enables marketers to precisely target the advertising in this format based on their listening habits.
So let’s talk about what you can do.
On our Basis platform, marketers can activate digital audio by buying ads direct from any major vendor or by buying audiences via programmatic channels. It converges digital audio into a marketing team’s overall ad strategy. Users automate direct buying workflow (RFPs, negotiation and IOs) with any vendor for audio AND other ad formats such as video, native, and more.
This is important because:
When media teams are using digital audio ad buying tactics with their overall digital strategy, they are maximizing a full arsenal of tools to operate well-functioning and high-performing campaigns.