Audio advertising has some unique characteristics compared with visual formats. A listener may not be looking at a screen at all, so the message needs to work through sound, timing, and context. At the same time, programmatic technology can make the buying process more flexible by using audience information and automated bidding. I came across a useful explanation of programmatic audio advertising that helped clarify how these two ideas connect. It also made me think about how important context is when delivering an audio message. Reaching someone at an appropriate moment can matter just as much as the creative itself, especially when the audience is consuming podcasts or streaming audio.
Posted by Waivio guest: @waivio_austen-bernard
