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.

Did you miss us at Podcast Movement 2024? Connect with us now to learn more about our digital audio advertising solutions!

Stay tuned! Audio interviews from the AdsWizz-Simplecast booth coming soon.

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One of the most innovative ways for brands to engage audiences is through the widespread consumer adoption of voice assistants.

• 62% of Americans 18+ use a voice assistant on any device, including smart speakers, smartphones, in-car systems, and more.
• 57% of US voice command users use voice commands daily. 
• This year (2022), it’s estimated that 142 million people in the US (42.1%) will use a voice assistant. By 2026, more than half of internet users in the US will utilize a voice assistant.

Voice Ads can transform how brands interact with people. Carefully crafted to immerse qualified leads, Voice Ads lift ad engagement and attention by delivering brand content to the right audience with more immersive yet organic interactions.

So, What Are Voice Ads?

Voice Ads are an interactive ad format that facilitates engagement with your audience by starting a conversation they would use to interact with their digital assistant or smart speaker.

A Voice Ad includes a portion that prompts the listener to utter a particular reply to trigger a specific action (e.g., “Want to find out more about our offer? Say ‘Yes’ after the beep to visit our website”). If a listener says any predefined set of words/phrases during a time interval (the silence period) after the beep, one of four actions will are triggered visit a website, buy a coupon, call a phone number or play the second part of the Voice Ad.

Voice Ads make it possible to engage in a direct conversation with the listener and to target messages according to several criteria, such as time of day, weather, and geographical area. This format creates a memorable experience for listeners and conveys an effective way for advertisers to address multiple advertising objectives.

Voice Interaction is gaining more traction and incorporating into the programmatic audio space. When a digital dialogue starts, a genuine individual relationship with the listeners allows them to choose what transpires next, be it an audio message with more info or a redirect to an offer’s landing page.

What are the Benefits of Voice Ads for Publishers?

Improve eCPM and Revenue

Increase eCPM by attracting more advertisers and brands with innovative ad experiences that shorten the path to conversion.

Safeguard the Listener Experience

Create a positive, personalized user listening experience, improving engagement and attention factors.

Measure and Optimize on a Single Platform

Monetize, measure, and optimize innovative ads on a unified platform with real-time reporting and forecasting.

Check Out This Voice Ad Sample

What Are Some Best Practices for Me and Advertising Partners?

Build a Clear Opening Statement and Concrete Call-To-Action For Audio Creative

A compelling voice ad opens on a theme that grabs the listener’s attention, introduces the problem, presents the solution, and ends with an irresistible call-to-action.

Prepare Listeners to Interact With Their Phones or Watches

Create expectations and do not deliver the entire creative until the listener’s interest has been confirmed (once they say “yes”). The listener controls the delivery of the Voice Ad or whether the ad will come to a trimmed stop.

Craft Your Voice Ads Campaign With Mobile Audiences in Mind

Voice Ads enhance audio ad interactivity and target audiences who interact with their mobile and wearable devices. Making creatives and call-to-action mobile-specific is critical to using the right tools.

Keep In Mind the Extended Configurable Listening Response Time and Input Words or Phrases

Listeners can start replying within the configurable response time window upon hearing a “beep” sound. The creative can contain a “beep” sound and a silence period (Fixed listening window) or not.

Trigger Call-To-Actions on the Supported Mobile Devices

Voice Ad interactions with mobile devices depend on the actions the listener can take as a result of a voice reply. Multiple words or phrases can be configured, separated by commas, and any of them will trigger the action if uttered. 

Use the “Place a Call” Action Thoughtfully

If a campaign guides listeners toward placing a call, keep in mind the ring will not be automatically set. The phone/watch voice reply will lead to a prefill of the number, and listeners will have the option to call or cancel. 

In Conclusion 

Whether publishers want to reach listeners on their favorite players, Voice Ads deliver the right messages to the right audiences with persuasive and relevant conversations through advanced tools and tech that enrich the audio experience. Improve interaction rates, engagement, and attention factors now!

• Click here if you are an AdsWizz partner and want to learn more about voice ads.
  
• Visit the Contact Us page if you are not an AdsWizz partner and want to get in touch with us.
  

by Daniel Einhorn, Senior Manager, Content Marketing

The post Voice Ads, a Primer for Publishers appeared first on AdsWizz.