“Audio advertising is a growing force” — that is the headline finding in a newly released research deck from audio distribution, Marketing, and monetization service AdsWizz. It’s called The Rise of Programmatic Audio: An industry moving at the speed of sound. (HERE)
Thirty-one percent of total time spent with media is spent with audio. But only nine percent of media budgets are committed to audio advertising. That is the undesirable fulcrum on which this report is based.
“From targeting, to ad formats, to controls, programmatic audio is on the cutting edge— driving a massive increase in adoption.” –AdsWizz
Podcasts are not the only audio forma covered in this study, but podcasting is called out for a special place in the push to programmatic. AdsWizz mentions “the incredibly impactful and fruitful hos-rea ad,” and calls that ad format “the industry’s darling.” And while some advertisers might link host reads with baked-in ad spots, AdsWizz points to adtech advancements which enable host-read ads atscale, delivered by dynamic, automated insertion.
When video and social become synonymous with podcasting, AdsWizz foresees “a super scalable, streamlined, omnichannel solution.”
These innovations bust the programmatic podcast door wide open. –AdsWizz
But AdsWizz’s presentation is about the power of audio, not specifically podcasts, despite the early call-out. “From streaming music to podcasts, listening experiences are more personal and customized for everyone involved (listeners, publishers, advertisers, et al).”
Contextual targeting accounts for 60% of targeting dimensions on AdsWizz’s platform, we learn. And when looking at the entire U.S. streaming inventory, we are told that 17% is “ID-enriched” (a phrase we intend to use next time we go through airport security).
Personalization vs. Privacy
AdsWizz dives headfirst into an acknowledgement of the potential collision between targeting and privacy, while never losing sight that consumers demand personalized entertainment and safety. The stress of these two competing priorities created wha AdsWizz calls “a real real challenge for advertisers.”
The provided answer, as one might predict, is “a privacy-focused adtech provider like AdsWizz. To bolster that affirmation, AdsWizz lays out four solutions:
Anonymized data: Partnering with behavioral intelligence company NumberEight.
Clean rooms: Combining innovation with commitment to privacy, with advanced analytics. Partnership between SiriusXM (AdsWizz parent company) and LiveRamp’s Clean Room, powered by Habu.
ID solutions: Integrating with all third-party ID solutions.
PredictiveAudiences: Partnership with Comscore, yielding 300+ finely tuned audience segments.
Growing Confidence
Control leads to confidence; that’s the thrust of this section. It also means no shows or genres need to be avoided by advertisers. AdsWizz noes that 69% of audio publishers offer brand safety solutions. “The terrain has changed,” the company asserts.
Much more lies in wait within this presentation, including how “audio transcends audio,” how podcasts are uniquely positioned withing the omnichannel ecosystem, more SiriusXM Media stats, a case study, and a glimpse of what lies beyond 2025. Download the source HERE.