About 25% of the time consumers spend on their mobile devices is devoted to consuming audio media such as music and podcasts.
With that it mind, it shouldn’t surprise anyone that Google will start offering digital advertising services in this arena.
The search engine recently announced it will start making audio ads available through DoubleClick, its programmatic ad platform (soon to be called Google Ad Manager). DoubleClick immediately started offering ad inventory from Google Play Music, Spotify, SoundCloud, and TuneIn, with Pandora expected to join the list soon.
(Programmatic ads refer to digital ads that can be purchased through software. Learn more about programmatic advertising here.)
Here’s what Google had to say on its DoubleClick Advertiser Blog:
“As one of the most immersive and accessible mediums, audio offers exciting new terrain for brands to reach an engaged audience. It’s estimated that in 2018 1.2B people will use music streaming services globally.”
Chris Blackburn, SoundCloud’s Head of Global Sales and Partnerships, called the new offering “a huge milestone for the digital marketing industry and for the evolution of audio advertising.”
So What Does This Mean for Advertisers?
For advertisers who are using the DoubleClick platform, it means an easier path for breaking into audio advertising. Brands that were already offering display and video ads through DoubleClick now have another form of digital advertising to explore through a one-stop, programmatic solution.
Pete Kim, CEO of MightyHive (one of the early testers of Google’s programmatic audio ads), said programmatic audio ads give brands opportunities to “engage users in the right moments between screens.”
Audio Ads on the Upswing
Digital audio ad revenue increased 39% year over year, reaching $1.6 billion in 2017, according to the Interactive Advertising Bureau (IAB).
And mobile is where the money is for these ads. The bureau reported that 77% of all digital audio advertising revenue was spent on mobile.
According to the DoubleClick Advertiser Blog, the growth doesn’t stop there:
“Audio advertising will continue to grow as music streaming services attract more users, and more consumers turn to audio for entertainment across devices. Given these trends, it’s clear that brands should invest in reaching consumers with the right messages in audio just like they do in every other medium. Buying audio ads through DoubleClick Bid Manager is a great place to start.”
The digital advertising industry is always evolving, and it’s important to stay on top of the ongoing developments. For more helpful updates and tips, continue reading our blog!