Key Takeaways

Scalability and Simplified Activation Through Programmatic Buying

Scaling direct, host-read podcast ads has traditionally been challenging, but programmatic solutions now offer audience-based buys that increase reach and efficiency while preserving the personalized touch. This technology also simplifies activation, allowing advertisers to quickly launch campaigns and integrate podcast ads into broader media strategies for maximum impact.

Ensuring Brand Safety

Brand safety concerns are being addressed through AI-powered contextual targeting and third-party verification from partners like Comscore. This technology ensures advertisers can confidently place ads without worrying about inappropriate content.

Measurable Results and Performance

Podcast ads are proven to deliver exceptional performance, with conversion rates 2x better and click-through rates 6x higher than traditional display ads. Tools like AudioPixel provide sophisticated tracking for measuring brand lift, foot traffic, and overall campaign success.

Podcasts Complement Other Media

Podcast ads complement other media channels, especially when combined with social media and Connected TV (CTV). This integrated approach drives higher recall and message association, significantly boosting campaign effectiveness.

Did You Miss Us at the MediaPost Planning and Buying Insider Summit? 

In conclusion, the MediaPost Planning & Buying Insider Summit highlighted the growing impact of podcast advertising. With high engagement, scalable programmatic solutions, and strong brand safety measures, podcasts are an effective channel for reaching audiences. AdsWizz showcased how its tools simplify ad activation and boost performance, making podcasts essential in future media planning.

• Here are the slides we presented for your reference. 
• Ready to take your advertising to the next level? Contact us to discover how AdsWizz can expand your digital audio presence!
  

by 

Robyn Meyers, Vice President, Programmatic and Marketplace Partnerships 

and

Dave Sosson, Senior Manager, Business Development, Programmatic Demand

The post MediaPost Planning and Buying Insider Summit 2024 Recap appeared first on AdsWizz.

Key Takeaways

A Holistic Approach to Audio Advertising: Beyond the Checkbox

Gretchen emphasized the importance of treating audio as a unique and essential element within a broader marketing strategy, not just a checkbox in a 360-degree plan. She argued that audio—whether podcasts or streaming—presents distinctive opportunities to engage audiences through the power of sound.

“You have five senses. You have sight and sound, which are the only two senses advertisers can play with without getting totally invasive, but you’re completely ignoring one of the senses that people will remember brands by.”

Emphasizing the Human Element in Creative Strategy

In a data-driven world, it’s crucial to remember the human aspect of advertising. Gretchen advocates for creative content that genuinely resonates with listeners, focusing on what action brands want consumers to take, rather than just tracking metrics.

“There’s a human on the other end of that speaker that has no idea they’re being evaluated. Forget your promo code and survey issues on your website. What do you want the consumer to do?”

Increasing Investment in Audio: A Growing Opportunity

There will be continued growth in podcast ad spending as more brands recognize the untapped potential of audio to reach consumers in unique ways. Gretchen sees audio as a relatively underutilized channel with significant room for budget growth.

“Audio is 30-something percent of listening time but only 9% of marketers’ budgets. There’s room to increase audio spends, and I see podcasting and streaming being a huge opportunity.”

The Need for Better Consumer Research: Putting the Listener First

Gretchen urges the industry to invest more in understanding consumer behavior before planning audio strategies. She argued that consumer-centric research is crucial to align media plans with actual listening habits and preferences.

“Actually study your consumer… know what they’re listening to and know what they’re watching, and then make your media mix match that.”

Blasting the Volume on Podcast Ads

Gretchen’s message is clear: Embrace audio with a strategy that combines compelling storytelling, smart data practices, and a deep understanding of the audience’s behaviors. The future of podcast advertising is dynamic and full of potential for those ready to adapt and innovate. 

Want to learn more about leveraging podcast advertising for your brand? Contact us today to explore tailored solutions that can help you reach your target audience in new and engaging ways!

The post The Future of Podcast 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.

Decoding the IAB Podcast Measurement Certification

For advertisers and podcasters unfamiliar with this certification, the  IAB Podcast Measurement Certification confirms that a company aligns with the IAB’s stringent Podcast Measurement Guidelines. These guidelines are the backbone of trust, understanding, and credibility in podcasting, ensuring data is measured and reported accurately and consistently.

The Unparalleled Advantages of IAB Certification

Industry Standardization

AdsWizz and Simplecast have positioned themselves at the forefront of industry best practices by achieving the IAB certification. This crucial standardization ensures consistency and interoperability within the digital advertising ecosystem, keeping us ahead in an ever-evolving field.

Trust and Credibility

Our certification bolsters our reputation, providing advertisers, publishers, and stakeholders with the confidence that we adhere to the highest industry standards and practices. 

Quality Assurance

The comprehensive evaluation process for IAB certification underscores our drive for quality in ad measurement, audibility, fraud prevention, and data privacy, ensuring we meet and exceed exceptional quality standards.

The Significance of Recertification

Our journey to recertification was characterized by the integration of AdsWizz and Simplecast’s methodologies into a unified approach for podcast measurement. This not only aligns us with the IAB’s metrics and methodologies, but it also enhances the accuracy and reliability of our data across podcast content and ads analytics, ultimately benefiting podcasters.

What This Means for You

For Buyers

This certification assures advertisers of the reliability and accuracy of the data provided by AdsWizz. This enables more informed decision-making and investment in podcast advertising. It also signifies a trusted environment where investments are protected against fraud and discrepancies in data measurement.

For Sellers

This achievement translates to enhanced credibility and trust with podcast audiences and advertisers. It assures partners of the quality and reliability of content measurement, fostering better monetization opportunities and growth.

Measurement: The Heart of Our Achievement

Our mission to establish the highest measurement standards goes beyond mere compliance; it’s about setting a benchmark for excellence in podcast advertising and content creation. This certification marks a step forward for industry innovation and growth. We appreciate the IAB and the audio community’s support and welcome all to join us in advancing the future of audio.

Stay tuned for more updates as we continue to elevate the standards of podcast measurement and analytics, reinforcing our dedication to excellence in the digital audio landscape. 

• For further details about the certification program, check out the IAB Tech Lab site and view our certificates in the Podcast Compliance section.
• Do you want to learn more about measurement or how to get started in audio advertising? Contact us.
  

by Brendan Kelly, Director of Ad Quality at AdsWizz and SiriusXM Media

The post ​​Advancing Innovation and Integrity: AdsWizz’s Journey to IAB Podcast Measurement Recertification 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.
  

The post The Future of Media Recap appeared first on AdsWizz.

In the ever-evolving landscape of podcasting, where a multitude of voices converge to convey stories, inform, and captivate, advertising has emerged as a swiftly expanding and influential force. Brands are keen to harness this vast potential and engage with the diverse and committed podcasting community.

A Newcomer to Podcast Movement

At Podcast Movement 2023 in Aurora, Colorado, Justine Benjamin, Head of Global Marketing at AdsWizz and Simplecast, had an opportunity to speak with a seasoned expert in podcast advertising, Robyn O’Connor, Senior Director of Digital Media at Veritone One.

While this marked Robyn’s inaugural experience at Podcast Movement, the event acted as a significant catalyst for bridging the gap between the virtual and tangible worlds. Being remote and living far away from many of her peers, she had yet to have the opportunity to meet them face-to-face. She stresses the importance of personal connections within the podcasting community, where online relationships can gain a richer dimension when transitioning into real-life interactions.

Unveiling the Power of Podcast Advertising

Exploring podcast advertising in greater depth, Robyn presented Veritone One’s distinctive approach to crafting memorable and influential brand encounters. Two particularly notable strategies involve host endorsements and digital engagement.

The host endorsement strategy involves aligning brands with podcast hosts who resonate with their target audience. Robyn underscored the power of personal endorsements from hosts who often become influential figures in their listeners’ lives. “The host is kind of like a mini-celebrity to their listeners,” she noted. “In some cases, they actually are a celebrity. They are a bit like an influential friend talking about a product.”

On the digital side, Robyn’s team engages listeners during ad breaks, ensuring that ads reach the right audience and maintain their attention. This approach combines the strengths of pre-recorded spots and host-read spots to maximize engagement and relevance.

The Intersection of Technology and Podcast Advertising

Robyn’s enthusiasm for innovation within the podcast industry highlights Veritone One’s endless drive to push the boundaries of what is possible. At Veritone One, technology and data take center stage in all operations, from podcast tracking to creative production.

For example, one of the clients from Veritone One’s portfolio, Factor, aimed to tap into the reality TV audience, particularly women aged 25 to 45. Robyn and her team executed a campaign using Vanderpump Rules star Scheana Shay, recorded through Cameo. The campaign targeted reality podcast listeners, resulting in impressive performance metrics.

The ads were created using voice synthesis to make multiple variations of a spot without having the talent record them repeatedly. This imaginative use of technology streamlines the creative process while maintaining quality and relevance.

Targeting, Measurement, and the Future of Podcast Advertising

Robyn stresses the need for cutting-edge tracking capabilities and the adoption of advanced digital advertising metrics, particularly advocating for “baseline apples” – a standard set of metrics that could provide a foundation for podcast advertising while acknowledging the medium’s unique characteristics. There also needs to be a greater emphasis on the importance of audience-centric thinking and the need to prioritize the listener experience. Regarding Veritone One’s future, Robyn plans for 2024 with a holistic bias, focusing on 360-degree buys that engage creators and their audiences across multiple platforms.

In Closing

With technology, creativity, and a deep understanding of the listener at its core, the future of podcast advertising is filled with exciting possibilities, and Robyn and Veritone One are at the forefront of this transformative journey, pioneering new ways to engage audiences and create meaningful connections in the podcasting landscape.

Check out more profiles with audio interviews and AdsWizz content on our blog.

The post Interview with Robyn O’Connor from Veritone One about Podcast Advertising appeared first on AdsWizz.

In addition to a strong presence at Programmatic I/O 2023 New York, with prominent branding and a booth in the Live Exchange Zone, AdsWizz received an AdExchanger Award for “Innovation In Audio Advertising” for our campaign, “Sea-Doo uses precise local targeting and increases website conversions by 43%.” This is the second consecutive year AdsWizz has won in this category. 

Redefining Measurement in Programmatic Audio (Presentation)

Maria Breza, Vice President of Ad Quality Measurement and Audience Data Operations at SiriusXM Media and AdsWizz, presented insights on redefining programmatic audio measurement and addressing industry challenges. She discussed the growing audio landscape and the gap between consumption and ad spend, introduced audibility standards, and highlighted strategies to combat invalid traffic. Maria also explored brand safety in podcasting, showcasing innovative solutions like transcription targeting as SiriusXM Media reshapes programmatic audio for advertisers.

For key insights from Maria’s presentation and access to her slides, click here.

Highlights

Branding

Did You Miss Us at Programmatic I/O New York? 

• We would love to hear from you. Contact us!
• Want to see us at upcoming events? Visit our Events page for more information.

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