What is programmatic advertising in podcasts?
Programmatic podcast advertising allows you to dynamically target your pre-recorded ads in real-time. Essentially, the ads are automated, based on a bidding system, to appear to a user based on their listening behavior. This allows podcast advertisers to reach their audience in a new, more engaging way.
Is programmatic the future of podcast advertising?
Still, programmatic spending makes up a small portion of the industry overall. It's forecasted to be 8% of all US podcast ad spend this year, per eMarketer, but just 2.2% of podcast ad inventory was sold through programmatic channels in 2020, according to the IAB.
What are examples of programmatic advertising?
9 examples of programmatic advertisingGoogle. Summary: Back in 2014, Google discovered the power of programmatic advertising when promoting its Google Search App. ... “The Economist” ... Kellogg's. ... Amanda Foundation. ... AirAsia. ... Missing People. ... IHG. ... Turner Sports.More items...
Can podcasts have targeted ads?
Wherever there's a website, there can be a targeted ad, and now wherever there's a podcast, there's the potential of inserting a targeted ad, too.
What is the future of podcast advertising?
EMarketer predicts that total programmatic podcast expenditures will reach $106 million by 2022, which is more than a 300% increase from 2020. This is also a 100% increase in the overall share of total podcast ad spending.
How are podcast ads targeted?
Informed by data, advertisers can focus on reaching audiences across whatever content they may be listening to, or target based on specific genres to serve ad messaging that will appeal to the listeners most.
What are the 4 main components of programmatic?
Four major components make up the basic framework of a programmatic advertising ecosystem. A demand side platform (DSP), supply side platform (SSP), data management platform (DMP), and an ad exchange. Each part of the system works together to serve both publishers and advertisers and allow them to trade effectively.
Is Google ads programmatic?
Google AdWords remained the leader of the industry until programmatic advertising was introduced. Since it was using real-time bidding, many marketers embraced it, and it has been the case since then.
What is programmatic advertising best for?
With programmatic, the process is more streamlined. Advertisers can buy and place ads quickly through Real-Time Bidding (more on that later). Programmatic media buying also cuts down on wasted ad impressions by serving ads to relevant audiences and minimizing ad fraud risk—making it cost-efficient, as well.
How do I run a podcast ad?
Monitor your progress.Consider podcast demographics. ... Understand standard podcast ad pricing. ... Look for podcasts that relate to your brand or industry. ... Use your competitors for inspiration. ... Purchase multiple ads for small shows rather than one for big podcasts. ... Advertise on multiple podcasts within the same network.More items...•
Can podcast ads be localized?
Podcast advertising is now an incredible marketing solution for local companies like yours! Recent technology developments have enabled advertisers to target their ad locally on an even more granular level based on demographics, interests and behaviors.
How much do podcast ads cost?
The current average cost of podcast advertising is a CPM of about $25. AdvertiseCast notes that the average CPM for 30-second ads is $18, and the average CPM for 60-second ads is $25.
What is the future of programmatic advertising?
The future of programmatic advertising is exciting as the industry will continue to rise with an estimated ad spend expected to accelerate to nearly $524 billion in 2022. The year 2021 witnessed a drastic increase in programmatic ad spends as the industry continued to grow worldwide.
Why do podcasts have so many ads?
Of course, ads support podcasting like most other media, so they're necessary. Just like with TV and radio, podcast listeners understand that — unless you're paying for a subscription — ads are the price of admission. It's not a surprise that as podcasts have garnered more ears, more ads on podcasts are followed.
Do podcasts have different ads?
The right type of podcast ad for you will depend on your budget and the goals of your campaign. Host-read ads tend to cost more than programmatic ads, however, according to Nielsen host-read ads are more effective because hosts have already established trust and recognition with their audiences.
How do I advertise on podcasts?
You can have select podcast hosts talk up your brand, or hire voice talent to help you create an ad to be placed at the beginning (preroll), middle (midroll), or end (postroll) of an episode.
Defining Programmatic Podcast Advertising
First, let’s talk about what makes programmatic podcast advertising different from your traditional podcast advertising. In traditional podcast advertising, a host-read ad or pre-recorded ad is played at a certain time during the podcast. It’s simple, but effective. Though, it’s not overly personal or targeted.
What Are the Benefits?
There are numerous benefits to programmatic podcast advertising. If you’ve done traditional targeted ads, like on social media or search engines, you’re probably already familiar with this system. You place a spend on an ad, choose your target, and if your bid wins it’s served on the platform. So programmatic advertising obviously isn’t new.
How Backtracks Can Help You Grow Your Listeners
If you’re a podcast publisher looking to grow your listener base, or a podcast advertiser wanting to perfect their ad spend, the Backtracks platform can help. Backtracks is a full-featured podcast analytics and advertising platform. Here’s how that works:
Empowering Creatives
In the bulk of podcast advertising today, the creative is included in the campaign. Makes sense for host-read ads, what with the host being the talent and all, but it’s surprisingly the same for announcer-read ads as well. The seller and buyer collaborate on the talking points or script, and the seller manages the creation of the announcer-read ad.
Market Insights - with ThoughtLeaders
Noam Yadin, Content and Social Media Manager at ThoughtLeaders joins me this week to share insight into current trends:
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Say hello to programmatic podcast advertising
When compared to a run-of-the-mill native podcast ad, the programmatic approach has a few distinct advantages right off the bat. It gives you a refined degree of control over your campaign. From geo-targeting to in-depth demographics to the device type and context, you can turn every proverbial dial to stack the odds of success in your favor.
Relevant, authentic and effective
Imagine the following scenario: It's a rainy morning in Chicago, and a young professional woman in her late 20s is on her way to work while listening to podcasts on her Android device. It's possible to target her directly — and that's only the tip of the iceberg when it comes to the degree of control programmatic podcast advertising offers.
Lower attribution and true scale
When it comes to assessing the success of your podcast advertising campaigns, coupon redemption is pretty much the holy grail among all of the available methods. But let's face it: Beyond how many people heard your ad and how many people redeemed a coupon, you have little to no relevant data to analyze.
Should you take part?
As an emerging trend, programmatic podcast advertising is finding its foothold in today's increasingly digital world. But despite the fact that it's in its infancy, this approach to podcast advertising already has quite a number of advantages versus the more traditional native advertising.
Written By
Jacky Chou is founder of Indexsy, an enterprise SEO agency. He is a proud native of Vancouver, BC, who has been featured on Forbes, Oberlo and GoDaddy.
Why are podcast ads important?
Programmatic podcast ads help brands win with contextual relevance and efficiency, a balance that is often hard to achieve with other media.
What is a host read ad?
According to Morning Consult, “Highly sought-after across the podcast industry, host-read ads (that [are] live and baked-into the fabric of the show) are seen as a more intimate way for brands to connect with listeners through a program’s host as opposed to pre-produced ads.” 2
What is programmatic audio?
Programmatic audio is a digital advertising format designed for placement in audio content like podcasts, digital radio, and music-streaming services. Like the rest of the programmatic formats, it utilizes algorithmic buying technology in order to automate the process of ad selling and insertion.
How audio programmatic works?
Audio programmatic infrastructure wasn’t fully ready for programmatic until IAB developed Digital Audio Ad Serving Template . A few years ago IAB updated the VAST protocol in order to address the existing gaps in creative rendering, added the ‘audio-only’ attribute to the ad unit, and implemented the elements for managing audio ad scenarios. This protocol adoption was crucial for the seamless delivery of the programmatic audio ads since it established a common language for interaction between ad servers and SSPs.
What are companion ads and their benefits?
In some cases, companion ads stay on the screen after the audio unit ends in order to let the user interact with an ad later. The format doesn’t require user action to be triggered. It doesn’t interrupt music listening experience: once the advertisement is over the playlist redeems playing as it did before the ad.
What is the VAST protocol?
Apart from numerous important functionalities, the VAST protocol defines the procedure of placement for linear audio ads (appear before, after, or at the middle of audio content consumption). As a rule, they accompany the following formats:
How many people listen to podcasts?
Edison's research has revealed that 42 million US citizens normally listen to podcasts on a weekly basis. Research company WARC predicts that podcast ads will make 4.5% of all audio ad spend by 2022. Podcasts (on-demand internet radio talks) are wrapped around a particular topic (food, entertainment, sports, fashion, lifestyle, etc.) which makes it easy for podcast advertisers to establish themselves as industry experts. That’s why this format is among the best when it comes to creating most human and intimate connections with your listeners. Podcast directories usually contain links using which brands can drive traffic to their websites .
How long is the reward audio?
Rewarded Audio. 15-60 sec-long in -game audio ad track that provides an in-game bonus to the user upon audio completion.
What is rewarded audio?
Rewarded audio is very similar in action to rewarded video. When the mobile game is running, instead of the video the customer will hear an audio ad announcement. After the audio ad is completed, the user will receive the promised in-game incentive. In many cases, the interface features an option to pause the audio. Additionally, when players transition from in-game content to audio ads, their in-game experience isn’t affected, it doesn’t distract the user from a game which increases the loyalty of the audience to the format.
A data-driven approach to advertising on Spotify
Use programmatic ads to share your message with the right audience on Spotify through your preferred automated buying partner.
Why programmatic?
Spotify’s programmatic suite allows you to leverage the same digital marketing techniques that make automated buying so powerful, but on Spotify’s premium ad formats.
Get started with programmatic advertising on Spotify today
Contact our sales team and we'll connect you with our programmatic ad specialists.
Cadillac CMO Melissa Grady
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Why Is The Programmatic Takeover Taking So Long?
Hearts & Science Chief Data Officer Megan Pagliuca discusses the unrealized potential of programmatic from a services and technology standpoint.
How Programmatic Comes To Podcasting
A discussion with the CEO of Megaphone, a podcast technology and advertising company that offers a marketplace for dynamic placements.
Say Hello to Programmatic Podcast Advertising
Relevant, Authentic and Effective
- Imagine the following scenario: It's a rainy morning in Chicago, and a young professional woman in her late 20s is on her way to work while listening to podcasts on her Android device. It's possible to target her directly — and that's only the tip of the iceberg when it comes to the degree of control programmatic podcast advertising offers. This approach allows for the audio spot to …
Lower Attribution and True Scale
- When it comes to assessing the success of your podcast advertising campaigns, coupon redemption is pretty much the holy grail among all of the available methods. But let's face it: Beyond how many people heard your ad and how many people redeemed a coupon, you have little to no relevant data to analyze. Programmatic podcast advertising helps do away with this proble…
Should You Take part?
- As an emerging trend, programmatic podcast advertising is finding its foothold in today's increasingly digital world. But despite the fact that it's in its infancy, this approach to podcast advertising already has quite a number of advantages versus the more traditional native advertising. It's important to note that these advantages don't just exclusively apply to advertiser…