Digital audio advertising: reach people while they listen
Digital audio advertising reaches people during music streaming, podcasts and online radio, often at moments when no screen is in use. It can be bought programmatically with digital targeting.
The market in the United States
US listeners spend significant time with music streaming and podcasts, and audio can be bought programmatically with standard targeting and measurement.
Published US case snapshot: Interbets.com, a New York-based horse racing site owned by Catskill Off-Track Betting Corporation.
Formats and placements
Where this channel reaches audiences.
Streaming audio ads
Spots between tracks on ad-supported music services.
Podcast ads
Pre-recorded or host-read messages within episodes.
Online radio
Ads in internet radio streams.
When to use it
Use audio to extend reach into screen-free time such as commuting and exercise, and to add frequency to a video or display campaign at low cost.
Messages need to work without visuals, so scripts are written for the ear.
How Vertoz executes
- Service and genre selection
- Scripts and versions written for audio
- Frequency management
- Companion display where offered
Measurement
What gets measured depends on the objective. These are the signals normally used for this channel.
Typical measures
- Listen-through rate
- Reach and frequency
- Companion-banner engagement
- Lift in search or visits
Industries that use this channel
More channels
Frequently asked questions
Is audio bought programmatically?
Much streaming audio and podcast inventory can be. Some host-read sponsorships are arranged directly.
Do audio ads need a visual?
No, though some services show a companion banner alongside the audio.
How does audio fit with video?
It reaches the same people at different moments, adding frequency without repeating the same format.
Who do I contact in the United States?
Vertoz Inc is based in New Jersey and can be reached on +1 (732) 334 7300. Office addresses and the enquiry form are on the contact page.
Ready to put your media to work?
Create your advertiser account on the IngeniousPlex platform, or talk to the team first about what you are trying to achieve.