Although the podcast industry has had its ups and downs during the pandemic, in 2020 digital audio is expected to overtake radio as the most listened to audio format. To take advantage of this growing audio audience, Google introduced a new ad creation tool, Audio Mixer, and several new audio advertising options in Google Ad Manager, including dynamic ad insertion for audio monetization and programmatic.
What is Google Audio Mixer?
A new audio ad creation tool, Google Audio Mixer, is launching alongside the new Google Ad Manager tools. Advertisers can “upload multiple tracks, including music, sound effects, and voice, while having full editing control to create a high-quality audio ad. Audio Mixer also allows brands and agencies to ‘add the associated display creative that will play with the audio tracks. [ad] insight gives marketers a better idea of their customers’ complete audio advertising experience. »
How will Google’s dynamic ad insertion solutions increase audio advertising options?
Currently in beta, Google Ad Manager’s new dynamic ad insertion for audio allows advertisers and publishers to develop more targeted strategies to reach audiences wherever they are engaged, enabling “true monetization strategy multi-format”. By managing all the inventory in one place, it is easier and simpler to offer the best ad format depending on the user.
Google explains: “For example, if a person interacts with a music streaming app on their phone or computer, [Google] Ad Manager can serve a video ad. Or if the streaming service is running in the background, an audio-only ad may play. Publishers can also use dynamic ad insertion for their audio inventory to seamlessly insert ads into live audio streams on a variety of devices, regardless of how someone is listening. »
How can digital advertisers leverage Google to access new audio inventory?
Audio now has its own section on Google Marketplace, allowing advertisers to view available inventory for their campaigns and connect with audio publishers. According to Google, “[Google] Marketplace will feature inventory from top audio partners including AdsWizz, iHeart, Pandora, SoundCloud (Global), Spotify, Triton Digital, and TuneIn, among others. It will also provide marketers with more audio-specific information, such as content type to distinguish between music, radio, and podcasts.
Additionally, digital audio inventory will be available to advertisers through a variety of programmatic transactions on Google Ad Manager. Google also has other new audio monetization features that will make it easier for publishers to sell programmatically to digital marketers. Brand Lift, a tool offered by Google to measure the impact of advertising campaigns on brand perception, will also be available for audio later in 2020.
How are Google’s new audio advertising options relevant for digital marketers?
According to the fourth edition IAB Podcast Ad Revenue Report“U.S. podcast ad revenue is expected to grow 14.7% in 2020, despite the pandemic. As growth continues, U.S. podcast ad revenue is approaching the $1 billion mark. podcast advertisers, DTC brands including health and wellness and home services, and financial services are the most dominant Audio advertising options for digital marketers will continue to expand, so digital audio campaign management needs to be streamlined and more trackable.Google, with the launch of Google Audio Mixer and Google Marketplace, is helping more digital advertisers access the digital audio advertising space in a scalable way.
Looking for new ways to maximize your customer acquisition?
Digital Media Solutions (DMS) is a provider of technology-driven, data-driven performance advertising solutions that connects consumers and advertisers. Contact DMS today to learn how our first-party data resource, proprietary technology, and vast digital media reach can help you scale your customer acquisition results.