As more consumers turn to audio for entertainment across devices audio advertising will brands a new way to reaching out consumers with the right messages in audio just as in every other medium. To this end, Google is making it easier for advertisers to buy audio ads through DoubleClick Bid Manager as it introduces Digital Audio Ads globally to all DoubleClick customers.
As Google says it’s estimated that in 2018 1.2B people will use music streaming services globally. With this trend in mind Bid Manager now provide marketers tools to access ad inventory from Google Play Music, Spotify, SoundCloud and TuneIn to “reach this massive audience across a number popular streaming services.” Pandora will be coming soon.
Bid Manager help brands bring audio and digital campaigns together in one place so they can connect with users in various moments throughout the day. In these moments “when they are listening to audio, people aren’t overwhelmed with multiple ads, meaning that brands who are present get higher share of voice,’ stated Google.
Audio ads bought through DoubleClick help brands connect with people even when they aren’t engaged with the screen on their device.
DoubleClick customers are already seeing success with programmatic audio ads says Google. Citing a research from WideOrbit, Google said, 85% of US radio buyers are interested in buying audio ads in real-time to reach consumers. And, over half of US radio buyers believe that buying audio ads programmatically streamlines workflows and 75% believe it provides the benefits of real-time optimization and reporting.
Those interested can reach out to DoubleClick account representative more information.