Navigating the vibrant world of audio advertising is crucial for publishers seeking to enhance their strategies. In my conversation with Marsha Fischer, VP of Strategic Partnerships at AdsWizz, she offered valuable insights into the latest trends, opportunities, and innovative solutions from AdsWizz to help publishers succeed in digital audio.
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
