Booking a Google Audio Ads campaign is similar to creating an AdWords campaign, but in this case, you can book a specific inventory in advance. You can do this by establishing a Reserve Buy option. Reserve buy inventory is reserved for specific advertisers. This way, your ad will be delivered to those who are listening to your audio content.
Ad Creation Marketplace
If your brand wants to reach customers when they’re not looking at their devices, audio ads are a great solution. Whether your customers are engaged in your content or receptive to your brand messages, audio ads can reach them repeatedly every day. However, creating professional-quality audio ads can be a time-consuming and expensive process. Fortunately, there are tools that make audio ad creation a breeze, from Adobe’s Audio Mixer to Google’s own audio tools.
Ads for audio can be created in the Ad Creation Marketplace in the same way as those for video ads. You can select the size of your audio ads based on their creative type. For example, you can choose to display audio ads that contain music, or those that are specifically for podcasts. When submitting your audio ad to the marketplace, make sure you include the VAST ad tag, as this will be used by audio players to retrieve audio ads. Lastly, make sure you set the ad_type parameter to audio, audio_video, or instream. You can also control whether audio ads are eligible for specific formats or not, by defining creative profiles for each one.
Publishers can manage their ad inventory in the Ad Creation Marketplace by creating orders and line items. They can also check delivered or paused ads, and troubleshoot problems with their orders. Orders represent the terms of the deal between the publisher and the buyer. They can also customize the layout of their native ads, ensuring that they are optimized for the users.
In-stream audio ad delivery
Using Google Ad Manager, publishers can now sell audio inventory programmatically. This new feature will allow publishers to reach new audiences with their audio content. Publishers can even customize audio ad formats to cater to different usership segments. Google says it is working on new features to increase the efficiency of this monetization option.
In-stream audio ads can be used to boost brand awareness and drive sales. However, it is important to have realistic expectations when setting up your ad campaign. Talk to your sales rep about your goals and ask for recommendations. They will be able to help you determine the best solution to achieve your business goals. You will be able to make a better decision once you’ve set your expectations and started your ad campaign.
In spring 2019, Nestle launched its new KitKat Senses bar. Working with Zenith, the company wanted to reach young consumers on the go and in environments relevant to their interests. To do this, Nestle tested audio ads. With audio ads, brands can engage consumers when they’re on the go and actively using their mobile devices.
For in-stream audio creatives, the trafficker uses the Campaign Manager 360 tool. In Campaign Manager 360, users can add image or HTML5 assets around the audio player. The companions remain in place while the audio content plays. The process is similar to planning for in-stream video creatives.
Programmatic ad buying
Google has introduced new programmatic audio ad buying tools to its Ad Manager platform, which allows publishers to sell digital audio ad inventory through a private marketplace. The platform already lets publishers sell mobile, display and video ads. Once the test runs successfully, more publishers will likely open their audio ad inventory to mobile marketers. They will be able to buy through direct deals, guaranteed deals and private marketplaces.
The DoubleClick Ad Manager interface shows all data in one place, including audio ads. This helps advertisers to see and understand the most important metrics when purchasing digital ads. DoubleClick allows advertisers to generate reports on audio ads, but only after granting them access to Google’s Ads Data Hub. DoubleClick also allows advertisers to do comparisons between audio and video CPMs in one user interface.
Programmatic advertising also helps advertisers to increase control over audience targeting and creative placement. The system allows advertisers to select appropriate targeting criteria and run cross-device campaigns. They can also serve ads on other formats and channels, such as connected TV and native ads. Additionally, the platform supports DOOH ads.
MightyHive’s programmatic audio ad buying strategy allowed the agency to identify key market segments and allocate budget accordingly. The team also used two iterations of creatives, ensuring that their ads would reach the maximum audience. They also evenly distributed their impression volume across various site segments. They were also able to measure the performance of different demographics and age groups.
Streaming music services
Google’s advertising team is putting more focus on the growing ad-supported music market. It recently launched audio-focused tools in Google Ad Manager, as well as a new section of its Display & Video 360 ad-buying platform. Advertisers can now buy ads from Pandora, Spotify, AdsWizz, and iHeartMedia. Google also plans to add brand lift for audio ads in the future.
While a music service’s catalog can vary widely, it is generally consistent and well-curated. For instance, Tidal has more than 90 million songs in its library. It also offers a broader variety of music genres than its competitors. Additionally, it has made a big deal of offering music in lossless format, which means it preserves the quality of the audio file. This type of high-quality audio may be the next big thing in music streaming marketing in 2022. Currently, most services use lossy compression to reduce the size of the music file and reduce its storage space.
Google’s programmatic audio solution is designed to simplify the creation and delivery of audio ads for companies across a wide range of streaming music services. The DoubleClick ad system supports the audio ads, and also integrates Spotify, SoundCloud, Pandora, and TuneIn. It also allows DoubleClick advertisers to target their audiences using demographic, language, and geography.
TuneIn
As an audio service with over 75 million monthly active users, TuneIn has made the switch to Google Ad Manager to programmatically monetize its audio inventory. The audio programmatic sales platform helps advertisers reach millions of users across all genres and devices. Advertisers can take advantage of CPM, CPL, or CPL+ pricing for audio ads.
If you are looking for an audio streaming service, TuneIn is the right option. The app offers millions of different streams to choose from. With its service, you can listen to your favorite podcasts and local AM/FM stations. Additionally, it offers game-day sports coverage, live news, and music for every mood and interest. The app also has a large library of audiobooks, and offers ad-free listening for subscribers.
The company was looking for a better advertising solution. The company’s previous efforts had been focused on optimizing yields across ad networks and exchanges. They wanted a more integrated solution that would simplify the advertising process. The TuneIn team realized the transition to programmatic and was prepared to make an investment.
Google’s new programmatic audio ad manager offers several advantages for publishers, including audio-specific tools for publishers and an audio marketplace. These features will help advertisers monetize digital audio content, reach more relevant audiences, and improve the quality of the ads they serve to listeners. Google’s audio ad manager also allows advertisers to manage their inventory in a single interface. It also offers publishers the opportunity to run multi-format audio ads on the platform.
