One standout innovation we cover is location targeting—a strategy that redefines accuracy in audio advertising. By honing in on specific audiences at the perfect time and place, location targeting empowers brands to deliver ads that truly resonate. This cutting-edge approach turns hyper-local advertising from concept to reality, driving real-world impact.

Why Location Targeting is a Game Changer

Location matters. Our surroundings influence our needs, interests, and even our moods. With location targeting, brands can place themselves right at the center of these scenarios, making digital audio ads feel like a natural part of the listener’s environment.

Using advanced geolocation tools is ideal for brands that want to optimize ad spend by focusing on specific audiences at key moments and locations.

How Brands Can Leverage Location Targeting for Maximum Impact

• Events and venues: Targeting listeners around specific points of interest, like stadiums, convention centers, or concert halls, is a win for brands promoting events, merchandise, or nearby dining options. Reach sports fans with exclusive offers as they arrive at the stadium or concert-goers with limited-time merch discounts post-show.
  
• Localized promotions: Running a sale in a particular neighborhood or store? Location targeting lets brands share real-time offers with people nearby, driving foot traffic exactly where you want it. For example, a coffee chain can reach listeners on their morning commute, promoting a breakfast special available only at select local branches.
  
• Tourism and travel: As people explore new places, location targeting allows travel agencies, hotels, or local attractions to highlight nearby experiences. Visitors to a popular tourist destination can hear ads about scenic tours, local events, or cultural spots to check out, creating memorable, actionable moments.
  
• Contextual relevance: Combine location targeting with weather and mood insights for an even more relevant approach. If it’s a rainy day in a specific neighborhood, food delivery apps can reach listeners staying in, while auto service brands can target regions hit by storms with reminders for repairs or checks.
  

Benefits of Location Targeting

• Increased relevance: Targeting specific places allows brands to address the immediate needs and interests of listeners, making ads more effective and memorable.
  
• Cost efficiency: By focusing on key areas, brands can maximize their budget, ensuring that a message reaches the people most likely to take action.
• Enhanced engagement: Listeners are more likely to engage with ads that align with their immediate surroundings or activities, leading to higher recall and conversions.
  

Get Started with Location Targeting

With AdsWizz’s location targeting, brands can connect with audiences where and when it matters most, sharing messages that genuinely resonate. Whether driving foot traffic, packing a local event, or amplifying brand awareness in key areas, location-based digital audio ads are an innovative solution brands need, and they are here to stay as a cornerstone of modern audio advertising.

• Ready to dive more into advanced location targeting? Download our latest eBook on advanced targeting and start planning your next hyper-local campaign with AdsWizz today!
• Have questions or looking to connect with us directly? Reach out today!

by Daniel Einhorn, Senior Manager, Content Marketing

The post Amplify Your Audio Ads with Location Targeting appeared first on AdsWizz.

Marsha, could you start by telling us about your journey into the world of audio adtech?

I began my career in audio with Powell Broadcasting, an independent radio group in Sioux City, Iowa, focusing on both traditional and digital radio ad placements. Over time, I transitioned into digital audio adtech and eventually joined AdsWizz, coming full circle from traditional radio sales to leading digital audio partnerships across North America.

What are the most significant shifts in audio advertising recently, and how are they impacting publishers?

The audio landscape has evolved dramatically, allowing listeners to access content anytime, anywhere, and across various devices—from connected TVs to wearables. This accessibility offers unique opportunities for advertisers, such as in podcasts, connected car audio, and in-game audio. However, it also brings challenges like the need for advanced fraud protection and aligning audio metrics with other media formats.

Can you describe the different tiers of publishers you work with and how their needs differ? 

We collaborate with a wide range of publishers, from traditional radio broadcasters to cutting-edge digital streaming apps. Each has distinctive needs—some focus on content creation and programmatic sales, while others aim to scale their direct sales efforts. At AdsWizz, we offer a flexible platform that tailors to these varying requirements, from hosting streams to managing sales and optimizing monetization strategies.

What are the primary obstacles to monetizing audio advertising, and what essential tactics should publishers employ to optimize their strategies?

A major challenge is aligning audio with other media formats like video and display ads, especially regarding metrics and capabilities. Publishers need to balance providing clear audience signals with respecting privacy regulations. Successful monetization requires understanding the particular characteristics of different audio environments and adapting strategies accordingly. We support publishers by offering comprehensive analytics and connecting them with diverse demand sources.

How do you view the integration of audio advertising within in-game experiences? What opportunities does this create for game publishers?

In-game audio advertising is an exciting new frontier that’s capturing the imagination of both advertisers and publishers. Audio integrates seamlessly into the gaming experience, offering a non-intrusive way to connect with audiences. This approach allows advertisers to tap into a highly engaged demographic that might be out of reach through traditional media channels. Additionally, it creates fresh revenue streams for publishers by providing targeted advertising opportunities within the immersive gaming environment.

Which metrics are the most crucial for publishers to gauge their success accurately?

Success metrics vary based on the goal. For audience growth, metrics like unique monthly users and stream counts are vital. For monetization, understanding ad consumption patterns—such as mobile versus in-car—provides valuable insights. AdsWizz’s platform offers a range of analytics to help publishers track these metrics and optimize their strategies.

Drawing from your insights, what recommendations do you have for publishers to improve their audio advertising monetization efforts?

Publishers should focus on leveraging their first-party data to enhance audience targeting while ensuring compliance with privacy policies. They should also consider diversifying their content offerings across different environments and devices to reach broader audiences. The best part is that AdsWizz provides crucial tools and support to navigate these complexities and maximize revenue.

What is AdsWizz focusing on in the next 6-12 months to support publishers?

We’re constantly pushing the boundaries of audio advertising, exploring exciting new possibilities like in-car and wearable technologies. We’re putting a strong emphasis on data—not just for enhancing audience insights but also for upholding strict data privacy standards. As we dive into burgeoning areas like podcasts and in-game audio, we’re opening up fresh monetization avenues for publishers. Our aim is to deliver holistic capabilities that support publishers in every aspect of their business.

The Future is Loud

My conversation with Marsha Fischer highlights the innovative drive behind AdsWizz’s mission. As we navigate the complexities of audio advertising, the potential ahead is immense. AdsWizz empowers publishers to experiment, refine their strategies, and ensure a seamless, relevant experience for listeners.

Unlock the full potential of your audio advertising strategy with AdsWizz’s innovative solutions and expert guidance—contact us today!

by Daniel Einhorn, Senior Manager, Content Marketing

The post Mastering the Complexities of Audio Advertising for Publishers appeared first on AdsWizz.

Serious About Audio Cabana

Our cabana on Cabana Row was buzzing with energy, transforming into a lively hotspot where attendees delved into our cutting-edge technology via an interactive, self-serve experience. For those craving a deeper dive, we offered private meetings with our team throughout the week, ensuring an immersive and personalized journey into our innovations.

Cannes Soundscape

During the festival, our cabana became the go-to spot for live interview recordings with trailblazers from every corner of the audio industry. These sessions delivered valuable insights into the market’s current dynamics, the transformative role of technology, and future trends. Attendees not only listened in but also had the chance to engage directly with these industry experts.

The Empower Cafe

AdsWizz proudly supported The Empower Cafe, a vibrant space at L’Avenue Cafe. This venue fostered meaningful connections and built a supportive network, allowing attendees to collaborate and empower each other.

AdsWizz After Dark

One of our most eagerly awaited events was at Le Chrystie. The party dazzled with an open bar, delectable light bites, top-notch DJs, and an electrifying atmosphere, offering an ideal mix of fun and networking for all attendees.

Thanks to Everyone who Joined Us at Cannes Lions 2024

Whether you stopped by our cabana, participated in a live recording, connected at The Empower Cafe, or danced the night away at After Dark, we appreciate your presence and look forward to continuing these conversations and connections. 

Did you miss us at the event? Contact us today to learn more about our offerings or to schedule a meeting with our team.

We’re Not Done Yet

Stay tuned for some great studio content coming soon from AdsWizz as we continue to innovate and lead in the digital audio space.

by Daniel Einhorn, Senior Manager, Content Marketing

The post AdsWizz at Cannes Lions 2024 Recap appeared first on AdsWizz.

Market Trends

Janny Beberian, Director of Business Development for Southern Europe at AdsWizz, highlighted the transformative changes in digital audio. She emphasized the market’s rapid growth, driven by significant advances in podcasting and programmatic technology.

• With the loss of third-party audience IDs, publishers are using technology platforms to leverage their first-party data for relevant, privacy-friendly ad experiences.
• Market expansion is being driven by growth in politics, retail, pharmaceuticals, and travel sectors.
• Digital audio use exceeds radio, with the industry maturing through better data accuracy and compliance with IAB standards.

Case Study – AudioPixel as a Measurement Tool

Morgane Peron, Director of Audience Data Operations at AdsWizz, showcased AudioPixel’s capabilities. AudioPixel analyzes performance metrics across campaigns aimed at user acquisition, traffic generation, and purchase intent. It can track activities from email collection during registration to detailed customer purchase journeys on e-commerce sites.

Clement Berthet, Associate Director of Digital at NRJ Global, then presented a case study illustrating Morgane’s practical application of this technology. He emphasized the importance of crafting audio-specific content rather than repurposing video assets, ensuring a clear call-to-action tailored for audio platforms, and leveraging the unique continuous engagement potential of audio formats through innovative strategies like Dynamic Creative Optimization (DCO) and interactive formats such as ShakeMe.

Publicis + Hawk Brand Lift with Happydemics

Nadine Picosson, Associate Director of Audio Trading at Publicis Media, outlined her company’s strategy to boost digital audio, focusing on transparency, contextual data, and advanced programmatic approaches. Concurrently, Mehdi Aroussi, Senior Director of Global Partnerships at Hawk, introduced their new AI-driven DCO to support partners’ needs.

Use Audio as a Lever to Think Outside the Box

Camille Biehler, Key Account Director at Acast, Albane Laclavière, Business Director at OMD, and Léa Paris D’Artigu, Head of Media and Communication at Biocodex, gave an overview on the success of host-read content in capturing audience attention.

Digital Audio: A Key Lever for Brand Image

Anne-Marie Kalinka, Managing Director, France at Amnet, and Virginie Chesnais, Chief Marketing Officer at Happydemics, stressed the impact of digital audio in improving brand recognition and favorability, demonstrating its efficacy through the effect of audio investments on brand perception.

Their presentation recapped the effectiveness of campaigns using high and mid-funnel indicators to understand audience responses. They compared these metrics with a benchmark of over 180 audio brand lifts across different countries and media types and tailored recommendations aligned with campaign objectives and industry best practices to maximize the impact of each audio strategy, thereby verifying digital audio’s flexibility and strategic value.

SoundCloud: A Social Platform Pioneer

Quentin Spineu, Account Director, EU, at AdsWizz, illustrated SoundCloud’s innovative role as a social platform that breaks conventional barriers between artists and audiences. SoundCloud is a launching pad for local trends to escalate into global phenomena, regardless of the artists’ origins, languages, or connections. The platform also facilitates music discovery, where fans find and share their next favorite artists, and fosters direct interactions between artists and fans without intermediaries. 

SoundCloud is pioneering Mood Targeting, a feature that allows brands to connect with listeners based on their emotional state. This enables advertisers to target audiences across different moods, such as Angsty, Chill, Energetic, Focused, Happy, Soothing, Love, Celebratory, and Relaxed, thereby enhancing receptivity to brand messages.

Case Studies

• Walmart and SoundCloud celebrated Black History Month with a series featuring emerging hip-hop artists and their commentary on identity in music.
• Adidas and SoundCloud’s “We Gave the World an Original” campaign spotlighted fashion-forward creators, featuring artist Stormzy.
• Hyundai and SoundCloud launched a track series and contest to promote Hyundai’s positive impact, awarding $5,000 to one winner.
• Toyota and SoundCloud’s SCENES documentary series explored culture-forward music communities. It featured Mexican artists and launched on Billboard Latin.

Panel: Data-Driven Strategies for Content

Participants

• Morgane Peron – Director, Audience Data Operations at Adswizz
• Laurent Dauron – Director, Digital Operations at Lagardère Publicité
• Jenna Cortaredona – Head of Data Offers and Partnerships at M6 Publicité
• Mickaël Gaspar – Deputy Director, Sales at Altice Media

M6: Mastering Data Precision

Jenna Cortaredona, Head of Data Offers and Partnerships at M6 Publicité, provided an in-depth analysis of how M6 Publicité leverages a sophisticated cross-channel Data Management Platform (DMP) to utilize first-party data effectively. She emphasized Single Sign-On (SSO) and logged-in users for data integrity and future services. Jenna also addressed first-party data fragmentation and solutions with contextual targeting for better platform scalability and integration.

Altice: Leveraging Content for Engagement and Revenue

Mickaël Gaspar, Deputy Director, Sales at Altice Media, discussed how Altice leverages content to generate additional activation opportunities while naturally increasing traffic on their platforms. With web-radio offerings, they can attract a diverse audience, particularly during seasonal events like the Olympics or Roland Garros. This strategy benefits publishers by enhancing engagement and audience retention, attracting new listeners, and expanding monetization opportunities.

Lagardère: Integrating Data and Content for Market Expansion

Laurent Dauron, Director, Digital Operations at Lagardère Publicité, discussed merging audience data with engaging content to bolster their cross-channel offerings. He also described the benefits of their partnership with SiriusXM Media, which helps Lagardère reach new markets and improve contextual targeting.

The Future is Bright (and Loud)

AdsWizz remains steadfast in our mission to push the boundaries of technology in audio adtech, as evidenced by AdsWizz Audio Days Paris 2024. The vibrant discussions and presentations from industry leaders underscored the transformative power of digital audio. The ongoing convergence of these creative minds will continue to pave the way for future innovations in our industry.

See you at the next AdsWizz Audio Days!

by Daniel Einhorn, Senior Manager, Content Marketing

The post AdsWizz Audio Days Paris 2024 Recap appeared first on AdsWizz.

Dave’s experience spans five years in digital audio and fifteen years before that in roles across programmatic video, gaming, and integrated display media. Dave works on the AudioMatic DSP team, providing agencies and brands access to technology to deploy comprehensive digital audio campaigns spanning streaming audio and podcasts.

With all the changes in digital audio and the constant shifts in consumer behavior, how has programmatic demand evolved to keep up?

We’ve observed significant advancements in measurement techniques, particularly within our audio DSP platform. By integrating attribution, we now have the capability to monitor up to eight distinct online conversion events, commonly referred to in the industry as “hear-through.” This means that even if a listener hears an audio advertisement and later converts through another medium—like converting via search or social media at the office after their mass transit commute—we can still link the conversion back to the original audio ad. So, in the past, this had been a miss for audio. Now, we can tie audio and online conversions back to audio ads.

 

We also provide Second-Screen Retargeting (audio-to-display that gives more down-funnel metrics to examine the response), integrated AI transcription that automatically and intelligently transcribes and categorizes podcast episodes, and, lastly, block listening capabilities that stop fraudulent domains and malicious IPs.

Do you think advertisers should compare audio metrics to other forms of digital media?

The good news is that we can really start to compare engagement. A unified attribution strategy focused on site-driven metrics allows us to compare apples to apples. That said, comparing audio to a browser-based environment like display or online video can be challenging. Because audio advertising is deployed in a player-based environment, the comparisons will not apply on a pure apples-to-apples basis.

How would you help advertisers make sense of their performance data and take appropriate actions based on those insights?

We recommend using a bespoke approach with advertisers as we examine the different creative tools we can access. We want to ensure we’ve gotten as granular as possible from an audience perspective while balancing efficiency and detailed segmentation within the AudioMatic platform. For example, suppose we have a product for which we know the advertiser is looking to show action via mobile. In that case, we recommend utilizing the ShakeMe interactive unit.

Just shifting focus, could you discuss the role of the relationship among publishers, advertisers, and technology partners in driving the success of programmatic demand efforts?

We want the platform to be as robust and flexible as possible. We collaborate closely with our publisher partner teams to convey our clients’ demand needs (i.e., Automated Host-Read Ads and Multicultural Inventory access). We also have monthly (sometimes twice monthly) meetings with our agency partners utilizing the platform. Then, we can communicate that information regarding what we’re hearing so that what’s available lines up with what we’re being asked from the market.

Any standout examples of partnerships that come to mind?

We have some great case studies that speak to these metrics. Campaigns like Sea-Doo achieved a call-to-action rate of over 2% with Second Screen Retargeting, significantly outperforming the .05% rate typical of display advertising. With ShakeMe, we see averages of around 0.7% to 2.5%.

Moving to a topic that has implications across all facets of digital, how has your team adapted to keep up with recent changes in privacy law?

We’re not exactly sure when cookies will be a thing of the past. Still, when Google finally starts to deprecate cookies in Chrome at scale, many things will continue to evolve and become more accessible and privacy-friendly. We’ve been concentrating heavily on contextual targeting. It is a comprehensive and effective strategy, particularly in podcast advertising, where we have developed considerable expertise. 

For example, Predictive Audiences is a cookie-less, privacy-friendly solution that combines AI transcription technology with contextual data via direct publisher connections in concert with 300-plus audiences from Comscore. Also, great things are happening on the music side, such as Mood Targeting, which helps brands better connect with audiences by reaching them while listening to music that matches the mood of the song they are listening to.

Are there any best practices you recommend for ensuring compliance with data privacy laws?

I think a crucial piece is that it has to do with first-party data. There’s always an interest in utilizing it. And so if that’s something that an advertiser has, and they want to use it as a means for reaching their customer base, then we need to be working with a partner as we do here (like with LiveRamp) so that we know we’re doing that in a compliant way. So, there are partners in the space where we can collaborate with our advertising partners to ensure compliance.

Let’s talk about the future of digital audio, particularly with programmatic. Do you see any key trends on the horizon?

Synthetic Voice combined with Dynamic Creative Optimization (DCO) to beta test ads. For example, if an advertiser wants to test different calls-to-action, we can create ads in real-time with Synthetic Voice technology to test different spot lengths. This can be coupled with our ability to view available inventory in real-time in custom dashboards built into our DSP platform. So, when you test different audio ads very (in terms of cost and investment) coupled with real-time availability, it is evident that audio is more than just a branding medium.

How about agencies? What’s one bit of advice you would give to an agency partner?

I think the most important thing that I would say is to take a holistic view of audio as an advertising vehicle. So, again, factoring in audience segmentation at scale, viewing it through a real-time availability lens, integrating attribution, and then utilizing creative solutions like Second-Screen Retargeting and ShakeMe.

Looking Ahead

My conversation with Dave was a testament to the innovative spirit and problem-solving ingenuity that drives the Adswizz mission. As we navigate the intricacies of programmatic audio advertising, it’s clear that the future holds immense possibilities. Together, we are setting the stage for an era of audio advertising that is more dynamic, effective, and connected than ever before.

Contact us today to learn more about AudioMatic and the audio advertising strategies that can help you achieve maximum audience engagement! 

By Daniel Einhorn, Senior Manager, Content Marketing

The post Shaping the Future of Audio Advertising appeared first on AdsWizz.

“Our collective insight on the show floor was further reinforced by interacting with industry peers and thought leaders, highlighted the essential role connectivity plays within the audio community. The conference profoundly acknowledged our current market realities, clearly demonstrating that digital audio is leading the industry toward increasingly innovative and integrated strategies.”

 

-Paul Brown, Vice President, European Business & Operations at AdsWizz

 

Keynote – How Digital Audio Stacks Up Against the Rest

AdsWizz’s Rowan Hamill, Director of Business Development, UK and Ireland, and Lindsay Lynch, Director of Business Development, International, presented industry findings illustrating the effectiveness of digital audio advertising through its convenience, accessibility, measurable effects on audiences, and expanding influence over traditional media.

Check Out the Presentation Slides

Comprehensive Integration and Consumer Trends in Digital Audio

Digital audio is deeply incorporated into daily life in the UK, complementing other media forms with its adaptability and relevance. More than 35 million people now listen to digital audio weekly—a 40% increase since 2019—with an average daily listening time of 2.3 hours. Audio integrates into various activities, such as morning news streams and evening podcast sessions. The pandemic in 2020 accelerated shifts in consumer behavior, particularly among younger audiences, who have shifted 31% of their media time to digital audio from traditional visual media.

Challenges, Prospects, and Synergies with Other Media

Digital audio enhances the media consumption experience by providing continuous adaptability that meets audiences wherever they are, engages users throughout the day, and serves as a versatile complement to other media. Technological advancements like AudioPixel improve ad conversion tracking across devices, enhancing audience targeting and engagement measurement without relying on cookies.

Strategic Implications for Digital Audio in Marketing

Marketers need to capitalize on the growing influence of digital audio by incorporating it more extensively into their media strategies. Notable technologies such as speech-to-text for podcast contextual targeting can optimize engagement with specific audiences, thereby streamlining marketing efforts.

Panel – AI, Programmatic and Tech Innovation

Our very own Ollie Chadwick, Regional Director for the UK & Ireland, participated in a panel discussion about the expanding influence of Artificial Intelligence (AI) in audio, which highlighted innovations that are redefining ad creation and performance tracking beyond traditional cookies while enhancing innovation, efficiency, and personalization. 

Participants

• Ollie Chadwick – AdsWizz
• Mary Ann Halford – Halford Media Advisory
• Matt Deegan – Folder Media
• Tom Sherwood – YouTube
• Emma Raz – NumberEight

Digital Audio and AI Integration

The conversation first summarized the integration of AI in the digital audio sector, focusing on solutions that simplify and enhance advertising processes. AI can be used to create tailored audio content based on demographic data, making advertising more targeted and effective.

Programmatic Audio

The panel then discussed the rise of programmatic audio and its efficiency in streamlining advertising campaigns. This method leverages automation to enhance targeting and reporting, thereby optimizing advertising expenditures and reach.

Multilingual and Inclusive Content

Touching on the importance of creating content that caters to diverse linguistic and cultural demographics, AI helps lower the barrier to entry for producing diverse and inclusive content, which can expand market reach and connect with broader audiences.

Future Trends and Innovation in Audio Advertising

Noteworthy future trends in audio advertising include more sophisticated contextual targeting, brand safety, and direct interactions with publishers. Driven by technological advancements, the advertising landscape in digital audio will continue to evolve rapidly.

The Future of Audio is Now

At The Future of Audio and Entertainment 2024, AdsWizz had a unique opportunity to elevate digital audio’s potential as a powerful advertising medium through our branding and content spotlighting market dynamics and AI innovations.

Interacting with industry peers and thought leaders further reinforced the essential role connectivity plays within the audio community. The conference profoundly acknowledged our current market realities, demonstrating that digital audio is leading the industry toward increasingly innovative and integrated strategies.

 

– Thema Archer, Senior Account Executive, EU Marketplace Partnerships at AdsWizz

Did you miss us at the event? Contact us today to learn more about our offerings or to schedule a meeting with our team. 

by Daniel Einhorn, Senior Manager, Content Marketing

The post The Future of Audio and Entertainment 2024 Recap appeared first on AdsWizz.

Advancing Brand Safety in Podcast Advertising

From March 26th – 29th, AdsWizz took on a key sponsorship role at Podcast Movement Evolutions 2024. Podcast Movement Evolutions is the leading conference brand for podcasters and industry experts, aimed at fostering growth in individual shows, the podcasting community, and the industry. 

Our private meeting space served as a hub for insightful discussions, highlighting our commitment to elevating podcast advertising through our cutting-edge technology solutions.

AdsWizz Technology Spotlighted at Podcast Movement Evolutions

Targeted Podcast Advertising Solutions

Our targeted podcast advertising solutions offer a wide range of premium and niche podcasts through partnerships with top publishers, enabling broad reach and precise targeting for advertisers with features like automated host-read ads and second-screen retargeting. For example, AdsWizz’s Predictive Audiences, a cookie-free targeting capability, utilizes podcast content consumption to identify over 300 audience personas, ensuring ads connect with the intended audience.

Brand Safety Solutions

AdsWizz enhances brand safety by providing advertisers control over ad placements to match suitable content and audiences. This technology ensures ads align with audience interests and brand values using advanced tools to analyze podcast content for relevant keywords, topics, and sentiments. The platform integrates Comscore data for precision and has partnered with HUMAN Security for Invalid Traffic Filtering (IVT), preventing ad fraud by ensuring ads reach real people, protecting investment, and optimizing ROI.

“At Podcast Movement Evolutions, building buyers trust and balancing brand suitability were top of mind for presenters and attendees. Podcasters understand that these are no longer nice to haves, but rather table stakes for a show or network to grow and succeed in today’s modern podcast ecosystem.”

-Justine Benjamin, Head of Global Marketing

The Power of Context: Brand Safety, Measurement, and Verification in Podcasting

Our very own Maria Breza joined industry leaders for a panel to discuss how the industry can bring more transparency to podcasting with brand safety and suitability verification solutions and, with them, help bring the audio ad marketplace into parity with video and display.

Panelists included:

• Bryan Barletta – Partner at Sounds Profitable (Moderator)
• Caleb Mansfield – VP, Partner Success at ArtsAI
• Tamara Zubatiy – Co-Founder and CEO at Barometer
• Maria Breza – VP of Ad Quality Measurement & Audience Data Operations at AdsWizz and SiriusXM Media

Top Takeaways from the Panel

Opportunity Gap in Podcast Advertising

Although podcasting accounts for 31% of media consumption, it attracts less than 9% of advertising dollars, revealing a vast area for expansion. Our industry should frame this discrepancy not as a grievance but as a pivotal opportunity for strategic investment.

From Show Sponsorships to Sophisticated Audience Targeting

The podcast advertising industry faces scalability and brand safety challenges. Large brands are moving towards audience-based buying rather than specific show sponsorships, necessitating content verification for safety. This shift toward advanced audience targeting leverages cutting-edge content analysis tools and integrates CRM tools for precise targeting, moving beyond traditional sponsorships toward scalable and efficient advertising strategies.

Nuances of Brand Safety and Brand Suitability

The panelists differentiated between brand safety (content unsuitable for any advertiser) and brand suitability (content that may or may not align with specific advertiser preferences), underscoring the importance of tools and standards that allow for nuanced content alignment and advertiser-specific targeting.

Real-Time Verification and Campaign Adjustment

The discussion highlighted the critical role of real-time data in making campaign adjustments, underscoring that instant feedback mechanisms allow advertisers to refine their strategies according to performance metrics and content suitability, fostering a more dynamic and effective approach to podcast advertising.

Maria Breza on the Evolving Issue of Brand Safety and Content Suitability

“Part of the pleasure of podcasting is feeling like you’re having a conversation with a friend instead of consuming mass-produced content. It is a powerful environment for an advertiser to meet the consumer with their message. But if the advertiser insists on having perfectly clean content with no profanity of any kind, they’re really cutting off a whole bunch of reach. So my question to them would be: have you truly thought about the podcast medium, and is that what you want to be doing? It comes up a lot as well with true crime and violence. So many brands often say no violence, no guns, no arms, no ammunition…and then they don’t run on any true crime, and that may not have been their intent..”

Looking Ahead

Podcast Movement Evolutions 2024 was an exceptional opportunity that allowed us to deepen our connections within the podcasting community and further empower brands to succeed in their podcast advertising endeavors.

Did you miss us at Podcast Movement Evolutions? Contact us today to learn more about our offerings or to schedule a meeting with our team. 

by Daniel Einhorn, Senior Manager, Content Marketing

The post Podcast Movement Evolutions 2024 Recap appeared first on AdsWizz.

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The AdsWizz team started the new year with a bang at CES 2024 with an exclusive meeting space within the luxurious Sky Suites at ARIA Resort & Casino Hotel, where we showcased our innovative solutions shaping the audio advertising landscape.

“At CES, I observed a compelling trend where marketers and agencies are realizing the changing landscape of media allocation, sparking crucial discussions on integrating audio into the broader media mix. The role of audio is expanding continuously, particularly in addressing critical topics like attribution, privacy, and automation. Drawing parallels with historical shifts, such as the transition from time spent online to time spent in mobile/app environments, emphasizes the urgency and opportunity to address the current shortfall in media spend allocated to audio. As an industry, we must persist in finding innovative solutions to bridge this gap in the dynamically evolving audio advertising landscape.”

 

-Brian Gilbert, Vice President, Programmatic Operations 

AdsWizz Audio Advertising Solutions Featured at CES 2024

Mood Targeting

AdsWizz’s new privacy-focused contextual solution creates intimate connections with audiences by strategically placing ads within the listener’s context. It targets individuals enjoying mood-specific music, allowing marketers to craft impactful experiences in Content Mood segments like Love, Relaxed, Soothing, Angsty, Celebratory, Chill, Energetic, Focused, and Happy. These segments are precisely assigned to songs through a meticulous process involving machine learning and human analysis.

Multicultural Engagement in Digital Audio

With a rising trend in digital audio consumption among multicultural audiences, brands can tap into a $3.2 trillion spending power. AdsWizz’s Custom Audience Segments can be leveraged for large-scale engagement with enthusiastic, diverse listeners in the booming digital audio space.

• Enhanced Targeting with AudioMatic – Reaches valuable, highly engaged audiences by Geo, Content Language (Spanish), Music Genre (Latin, Hip Hop, Reggae), Podcast Genre (Culture & Society), and Behavioral Targeting.
• Predictive Audiences for Precise Targeting – Innovative cookie-free podcast feature reaching 300+ audience personas based on real content consumption, with segment selection options like TV viewership, OTT consumption, and behaviors such as location, B2B, financial, and automotive data. It also facilitates targeting multicultural audiences, including Asians, Black/African-Americans, and Hispanics.

Brand Safety

While reaching the right audience may seem just a short ride away, the journey is not without its risks. Even the most effective ads can risk becoming entangled in fraudulent domains and negative topics. To navigate the audio landscape securely, AdsWizz offers brands dependable safeguards against potential hazards of harmful content.

• Brand Suitability by Comscore – Surpasses basic keyword blocking, ensuring risk mitigation without compromising scale. Powered by AdsWizz AI Transcription Technology, it categorizes podcast episodes for brand suitability, offering a comprehensive safety map.
• IVT Filtering for Marketplace Security – AdsWizz has bolstered the security of its global Audio Marketplace with an additional layer of protection aimed at preventing invalid traffic. Utilizing the latest technologies from Human Security, this proactive solution safeguards investments, saving you time, money, and effort while optimizing campaign results.
  

“Our industry is continuously pushing itself forward in transparency and measurement spaces. At CES, numerous brands expressed the need for features like show-level reporting in the DSP and programmatically supported brand suitability filters in podcasts – all of which are now a reality. We are thrilled about the anticipated growth in podcast advertising this year, and our commitment to these advancements underscores our dedication to providing comprehensive solutions. AdsWizz partners, like global media measurement and analytics leader, Comscore, are now seamlessly integrated into our platform to support the specific needs of brands. Additionally, AdsWizz is actively investing in attribution to ensure that brands can effectively measure their omnichannel lower-funnel efforts when leveraging audio ads.”

 

–Robyn Meyers, Vice President, Programmatic and Marketplace Partnerships

Automated Host-Read Ads

Combines the distinctive benefits of host-read advertising with robust audience targeting, reporting, innovation, and control inherent in programmatic advertising. This scalable podcast solution enables brands to launch a script straight from the AdsWizz platform, seamlessly deliver it across multiple podcasts, and reach millions of listeners effortlessly.

Podcast Contextual Targeting

Utilizes speech-to-text transcription technology to enhance transparency in podcast content for advertisers. Podcast Contextual Targeting goes beyond conventional parameters by delving into the core strength of podcasts—their content. Furthermore, Comscore’s Predictive Audiences, in partnership with AdsWizz AI Transcription Technology, allows advertisers to develop privacy-forward and future-proof audience targeting on podcasts.

Forging Ahead – 2024 and Beyond

At CES, AdsWizz demonstrated an unwavering commitment to pushing the boundaries of audio advertising, and we will remain steadfast in our dedication to advancing technological innovation in 2024 and beyond.

“This year at CES, I observed technology providers, data providers, and audio publishers working behind the scenes to meet the market demand for solutions related to audience IDs. These solutions are designed to be cookieless and ID-less, emphasizing a significant reliance on probabilistic data to provide buyers with the necessary data to run successful campaigns in the audio space, capitalizing on its inherent advantages. The advantage lies in the close connection between audio content and specific audiences. It is crucial to delve into podcast content that speaks about the audience or leans into the music genre, which also reflects the audience. Utilizing this approach facilitates the provision of audience identifiers in a privacy-friendly manner. This objective is number one on many people’s lists, and it’s great to see collaboration among industry players to deliver robust solutions that will make a substantial difference this year.”

 

-Justine Benjamin, Head of Global Marketing

If you missed us at CES 2024 but want to know more about our audio advertising technology solutions, contact us now!

by Daniel Einhorn, Senior Manager, Content Marketing

The post CES 2024 Recap appeared first on AdsWizz.

Our very own Rowan Hamill, Director of Business Development for the UK and IE, gave a presentation about the growth of digital audio in listening habits and advertising spending by conducting a comprehensive analysis, comparing digital audio with other platforms in data and measurement. In the context of Media 3.0, focusing on relevance, interactivity, and privacy, Rowan also emphasized how digital audio provided marketers with advanced technology for enhanced targeting and real-time interaction measurement via innovative ad formats.

Check out the breakdown of Rowan’s presentation below!

Digital Audio in a Media 3.0 World – A Future of Data, Targeting, Measurement, and Innovation

Meeting Audiences Where They Are

Rowan kicked things off by summarizing how modern technology has empowered advertisers to connect with their audiences in new and innovative ways. With tools like Comscore’s Brand Suitability, podcast contextual targeting, dynamic creative versioning, motion-activated ads, second-screen retargeting, automated host-read ads, and attribution pixels, advertisers can tailor their messages to meet audiences precisely where they are in their daily routines.

She then highlighted the effectiveness of audio advertising. Engaging audiences with high Long-Term Recall, better recall than social media, and higher intent to purchase, audio advertising offers a unique way to connect with consumers. Additionally, programmatic advertising in the audio space provides enhanced targeting, brand safety, and efficient buys, reducing waste.

Audio Consumption vs. Investment

Despite the increasing popularity of audio content, Rowan pointed out a significant discrepancy. While audio consumption is rising, audio advertising investment needs to catch up. She noted a 32% increase in podcast advertising investment year-over-year. However, she emphasized that there’s still tremendous untapped potential, with audio advertising accounting for only a fraction of the UK’s total digital advertising spend in 2022.

Dispelling Audio Advertising Myths

Rowan debunked several common myths about audio advertising:

• Myth 1: Audio is Only for Brand Awareness Campaigns – Audio actually drives results at every marketing funnel stage. Through a case study involving Mustard Insurance’s use of Dynamic Creative Optimization (DCO), she showcased how personalized ads could affect brand awareness, favorability, website traffic, and purchase intent.
  

• Myth 2: You Can’t Track Audio Campaigns – Rowan countered the myth by presenting the Mazda case study, which utilized Audio Pixel and Second Screen Retargeting to drive brand awareness, recall, and consumer purchasing decisions.
  

• Myth 3: Podcasts Aren’t Brand-Safe – Modern podcast contextual targeting solutions, in fact, protect against invalid traffic and fraudulent opportunities. Solutions like Invalid Traffic (IVT) Filtering from HUMAN and Brand Suitability from Comscore ensure brand safety in the podcast space.
  

• Myth 4: Podcasts Can’t Scale – Rowan dispelled this myth by highlighting the existence of premium podcast marketplaces in top European regions. Advertisers can now target and forecast using various podcast content verticals, making scalability a reality.

Want to Learn More?

• Questions about digital audio or audio advertising? Visit our Contact Us page to connect with us.
• For access to Rowan’s presentation, click here.
  

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AdsWizz featured two thought leadership panels on the main stages. 

The Many Flavors Of Podcast Monetization: An In-depth Look At The Variety Of Ways, Including Innovative Ad Formats

• Moderator: Lou Nylander, Founder & Director – Wildflowers of London Marketing
• Brieuc Verwilghen, VP, Head of Partnerships & Strategy, EMEA & APAC, AdsWizz
• Justine Benjamin, Head of Global Marketing, AdsWizz

This session delved into the diverse approaches to monetizing podcasts, exploring innovative advertising formats and strategies. The speakers provided valuable insights into effective monetization techniques, offering attendees a comprehensive understanding of the landscape.

• AdsWizz has been in the audio advertising industry since 2008 and focuses solely on audio. They have played a significant role in shaping the industry. AdsWizz was the first to introduce Dynamic Ad Insertion (DAI) for podcasts in 2012, giving them extensive experience and a robust solution in the market.
  
• DAI refers to the technology that delivers pre-recorded ads through an ad server, allowing flexibility, better targeting, monetization of back catalogs, and improved ad measurement.
  
• According to the IAB US, 84% of host-read ads are served via DAI. The AdsWizz platform shows percentages ranging from 70% to 90%+ globally.
  
• The natural progression for publishers and podcasters with their monetization involves transitioning from targeting only big shows to tapping into the untapped audience, utilizing brand safety and targeting tools, and embracing automation in the ad-buying process.
  
• Exciting developments in podcast adtech include the shift to contextual targeting, advancements in measurement despite limited user data, and innovative formats for measuring campaign performance.

What Brands and Agencies Need to Know to Harness the Audio Revolution

• Moderator: Damian Scragg, GM of International, Veritonic
• Nadia Holmes, Head of Business Development, Octave Audio
• Lindsay Lynch, Business Development Director, International, AdsWizz

The rapid growth of global podcast ad spending has significant implications for brands and agencies. Veritonic’s Damian Scragg hosted industry experts to discuss measuring audio and podcast creative. The conversation focused on accurate measurement’s impact on the expansion and future of audio advertising. Our very own Lindsay Lynch delivered a comprehensive presentation that covered essential information for brands and agencies to leverage the power of audio.

• Dynamic Creative Optimization (DCO) involves creating multiple versions of ads that adapt based on a listener’s context, such as their location, weather, or age. This strategy effectively enhances brand metrics across various parameters.
• Regarding DCO, AdsWizz executed a campaign for Mustard, a UK car insurance comparison company. The campaign resulted in a 47% increase in favorability towards the Mustard brand when listeners were exposed to a personalized DCO ad.
• Brands and agencies should not be concerned about the perceived “lack of measurement” in audio campaigns. We can collaborate with third-party partners to conduct brand lift studies, and we also possess the capability to measure engagement through formats like ShakeMe, Voice Activated Ads, or by utilizing an audio pixel.

Check Out Our Video Recap!

• Want to learn more about podcast monetization or podcast advertising? Visit our Contact Us page.
• Like pressing rewind? Check out the recap from last year’s Podcast Show.

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