"The audio space has always been valuable to advertisers: audio is immersive and memorable, providing listeners an experience which goes beyond a screen. Reaching listeners in moments which visual media can't, it's a flexible format offering unique opportunities. Despite the medium's ability to reach consumers in moments of high-attention away from a screen, we're seeing significant change here as audio increasingly converges with video. YouTube has played a major role in this convergence as the popularity of podcasts has grown rapidly on the platform."
"As the audio space evolves, opportunities expand for advertisers. Developments in AI have opened new doors, allowing mass personalisation, smarter targeting, and more measurable performance. Meanwhile, dynamic ad insertion has allowed advertisers to incorporate real-time targeted ads, replacing static 'baked-in' ads to deliver personalised, up-to-date campaigns. Similarly, thanks to dynamic creative optimisation (DCO), ads have been able to dynamically change in real time based on factors such as listener location, time of day, and weather."
Audio remains immersive and memorable, reaching listeners in moments when visual media cannot and offering flexible advertising opportunities. The medium is increasingly converging with video, as platforms like YouTube become dominant podcast channels and podcasts incorporate visual elements. Advances in AI enable mass personalization, smarter targeting, and improved measurement for audio ads. Dynamic ad insertion replaces baked-in ads with real-time targeted messaging, while dynamic creative optimisation adjusts ad creative by location, time, or weather to tailor offers. Growing smart speaker usage adds direct transactional capability, allowing users to add items to cart and convert within the same ecosystem.
Read at Exchangewire
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