Connecting Your Brand in the Consumer’s Ear
With the release of programmatic audio ads, brand advertisers and agencies now have more opportunities for exploiting mobile advertising, as their brand messages will be right in the consumers’ ears, anywhere they go. Adform’s clients can specifically purchase 15–30 second audio ads programmatically on Spotify, targeting Spotify’s free listeners in real time via Adform’s DSP.
Spotify’s free listeners have unlimited access to songs and will from time to time hear audio ads up to 30 seconds long, as part of the free deal, giving advertisers more than enough time to get their brand message and proposition across.
Engaging through audio… How do brands engage with the consumers’ ears? Audio ads have been proven to be more informative than standard formats, as they allow brands to communicate an engaging message through sound. The opportunity for brands lies in the characteristics of music: A brand that can connect the overall feeling that music creates to its message is one that will be recalled.
A rule of thumb, when creating a memorable audio ad, is to keep it simple, short and to the point. If a voice is going to be used, brands should opt for a friendly one that speaks clearly and, of course, consider the volume level as well as the smooth transition from song to ad. Adform also provides the option to include a call-to-action button in the companion ad (an image that can be displayed in the cover art area of the music player), which will direct the consumers to the brand advertiser’s website when clicked on.
What’s in it for brands? Reach the right people
Spotify is available in 60 markets around the world and reaches over 70 million free listeners across over 2 billion playlists since mobile phones have become the default device for enjoying music. The streaming service uses first-party data to offer brand advertisers a wide range of audience segments to deliver the right message based on the consumers’ age, gender, postcode, region, country, time of day, music genre and personalized playlists.
The combination of Spotify's deterministic data, Rubicon Project’s marketplace and Adform's targeting capabilities allows advertisers to target the relevant listeners with a personal brand experience. All of this can be done in real time with a precise ad frequency for maximum potency.
Spotify’s audio ads play between songs, reaching a highly engaged target audience. This allows advertisers to get the consumers’ full attention while transmitting their message to them.In other words, a brand’s unskippable ads will reach the right people.
With the release of programmatic audio ads in our DSP, Adform provides an avenue for brand advertisers and agencies to buy programmatic audio at scale, instead of direct buys, which means advertisers can access Spotify’s digital audio inventory programmatically and trade on an impression-by-impression basis.
In terms of measurement and campaign reporting, Adform can track audio ads’ completion rate plus pause and mute events, alongside a standard analysis.
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Want to learn more? Check out Programmatic Audio ads and much more by requesting a free demo here!
For more information, read the full press release here.