Just like the bell-bottoms trend, in the world of online The opportunitie advertising we often find ourselves “recycling” old concepts, but with a new approach and way of consuming. This is the case of traditional radio, which is experiencing a second adolescence thanks to the podcast phenomenon.
According to the latest studies, 67 million Americans listen to podcasts every month. This phenomenon is also on the rise in Spain, as the popularity of online radio has increased from 0.5% in 2004 to 6.5% in 2016. What’s more, according to the General Media Study, the Internet is the second most popular source of radio, only behind FM.
When it comes to digital advertising, podcasting and online audio open up a whole world of possibilities for reaching our audience in a targeted and segmented way, avoiding common “traps” such as advertising fraud. Today I want to reveal to you the secrets of this new way of advertising.
The opportunities of podcasting and online audio for advertising
Podcasting, the new opportunity in online advertising
According to a report prepared for the Radio Advertising Bureau by the consultancy Prohaska , traditional radio is in list of yemen consumer email danger of disappearing from marketers’ plans and budgets. Faced with this situation, its recommendation is to invest in programmatic advertising in online audio programs.
As traditional media transforms into digital and programmatic advertising develops, all brands have the opportunity to create highly contextualized advertising, inserted into the most appropriate programs to reach niche audiences. In this way, the cost of each impression is optimized to the maximum.
It seems, therefore, that programmatic advertising in online audio is following in the anhui mobile phone number list footsteps of SEM, as it is the new medium for creating digital advertising fully adapted to the interests of the user. But the difference is that competition in online audio is still much whatsapp rolls out channels: what you need to know lower.
Programmatic advertising and sponsorships in online audio
In the world of programmatic advertising, there are more and more possibilities for placing ads in online audio programs and podcasts . Programmatic audio, like programmatic display, allows for retargeting campaigns, advertising based on behavior and content consumption, similar audiences and even custom audiences.
Although marketing automation can greatly simplify this process, it is always worth considering the appropriateness between the recipient’s mood and the message we want to send, since reaching out with the wrong message at the wrong time can negatively affect the campaign.
Another very interesting opportunity in this area is the creation of “native” sponsorships, in which musical groups are directly involved in the creation of personalized content in the form of music. A paradigmatic example of this model is the company Music Audience Exchange.