Incorporating audio knowledge and know-how into promoting platforms makes it simpler for firms to spend money on podcast and audio promoting and get extra worth from these investments. It’s that straightforward! Nonetheless, many platforms don’t concentrate on audio choices, leading to an untapped market that savvy advertisers can now leverage.
Study the advantages of integrating audio knowledge with an advert platform by means of an information companion like Backtracks for extra profitable advertising outcomes.
Promoting Platforms and Exchanges
Right here’s a fast definition of an promoting platform:
It’s an area that enables advertisers to monetize on-line site visitors with out an promoting company or middleman. Advertisers can handle and management campaigns for services by means of one in all these platforms.
There are several types of promoting platforms. Advert exchanges let advertisers instantly promote advert stock to consumers and not using a center particular person. (That saves plenty of cash!) Knowledge-driven platforms enable entrepreneurs to succeed in clients by means of focused campaigns based mostly on the most recent metrics. That may assist enhance buyer engagement, loyalty, and retention.
Promoting platforms present extra management over advert gross sales, permitting firms to optimize marketing campaign effectiveness and cut back promoting prices. Advertisers can even handle campaigns 24 hours a day with out ready for a third-party company. A number of industries use promoting platforms to enhance marketing campaign administration, together with retail, finance, healthcare, {and professional} providers. These are all good issues.
The issue is that few promoting platforms incorporate knowledge from digital audio — some of the profitable mediums on the planet proper now. So what offers?
The Rise of Digital Audio
Digital audio will make up 12.7% of all media consumption time amongst U.S. adults in 2022. The typical grownup will spend 1 hour and 40 minutes listening to digital audio each day — extra time than watching over-the-top subscription providers (stuff like Netflix!) and utilizing social media. Because of this, specialists predict that advert spending within the digital audio promoting sector will attain $7.65 billion in 2022.
Integrating digital audio knowledge into advert platforms can show profitable for advertisers. For instance, advert consumers can entry the most recent metrics a few podcast — say “The Fascinating Historical past of Toast” — earlier than bidding on the podcast creator’s promoting stock. These metrics would possibly embody the quantity of people that hearken to the podcast, what gadgets and apps they use to entry episodes, their pursuits (toast!) and the place on the planet they pay attention from. Fairly spectacular, proper? That helps consumers resolve whether or not promoting on a future podcast episode will generate a return on funding.
Advertisers can even evaluate audio knowledge with knowledge from different media and sources. That gives a single supply of fact for promoting knowledge that may enhance decision-making and drive advert income.
Audio knowledge is turning into more and more accessible, clear, and granular, making it extraordinarily precious for consumers wanting to succeed in audiences. So why are few firms capitalizing on this knowledge? Maybe they suppose it’s too sophisticated. Or it received’t present any worthwhile insights. These firms haven’t heard about Backtracks!
Audio Knowledge
Integrating audio knowledge resembling advert conversion knowledge throughout podcasts, streaming music platforms, radio apps, and different digital audio sources into an advert platform may also help advertisers measure campaigns:
- Advertisers can use attribution to establish digital audio shoppers’ actions that lead to an end result and assign a worth to those outcomes.
- Advertisers can generate real-time analytics about audio knowledge that affect promoting methods and spending.
- Advertisers can measure digital audio efficiency towards key efficiency indicators and enhance conversion monitoring, engagement, and gross sales.
With the ability to monitor the most recent digital audio knowledge in a single promoting platform is smart for firms wanting to maximise marketing campaign efficiency. It’s extra handy for advertisers to handle and analyze a number of types of media shopping for in a single place relatively than counting on a number of completely different instruments. Much more handy!
An information companion, like Backtracks, integrates into an present advert platform and supplies advertisers with entry to high-level analytics that may positively affect media shopping for campaigns. These analytics aren’t the identical previous ones advertisers can discover inside their present advert platforms. Backtracks supplies the perfect digital audio analytics out there proper now, together with multi-channel audio statistics, historic knowledge, podcast measurement knowledge, and extra.
Taking the Handbook Work Out of Audio Advert Shopping for
Buying and serving audio advert slots on podcasts and different mediums is a manual-heavy course of that requires plenty of trial and error. Which podcast promoting campaigns will show most profitable? What demographics will hearken to advertisements? Will audiences reply to advertisements? Advertisers may need to conduct market analysis or model elevate research about digital audio shoppers or depend on analytical instruments that don’t present the granular insights they require.
A platform like Backtracks takes the guesswork out of audio promoting by centralizing the media shopping for course of at scale. It affords an unbelievable vary of audio and listener datasets inside an present advert platform so advertisers can study whether or not their digital audio funding is definitely worth the money and time. No extra wasted time!
Why Is This Such a Huge Deal?
Integrating digital audio choices into promoting platforms places digital audio on the identical degree as different media sorts, permitting advertisers to get way more from their investments. Advertisers already know the way to use advert platforms, so integrating digital audio knowledge into these platforms requires no studying curve.
Combining audio and podcasting promoting knowledge into promoting platforms additionally helps advertisers higher consider advert spending throughout a number of types of media. That permits firms to scale their advertising efforts.
Last Phrase
The typical American grownup spends extra time listening to digital audio than watching Netflix and utilizing social media! So super-smart advertisers are integrating knowledge about audio and podcast promoting into advert platforms to optimize marketing campaign administration. Firms can now view media shopping for data and analytical insights in a single platform for extra profitable advertising outcomes.
Utilizing an information companion like Backtracks to combine audio knowledge into an promoting platform advantages firms wanting the most recent audio promoting intelligence. Options like podcast analytics, podcast promoting, and podcast advertising attribution will revolutionize how advertisers use knowledge for media shopping for. Request a demo as we speak!
