Audio Advertising - Campaign Manager

Audio advertising in Choozle gives you access to premium streaming inventory through open-market or PMP deals. It lets you reach listeners during high-attention, screenless moments while applying data-driven targeting across locations and audiences.

Guide:

• Getting Started
• What is Audio Advertising
• Uploading Audio Creative
• Audio Advertising Specs
• Building Audio Ad Groups
• Audio Advertising Best Practices
• Measurement and Optimizations
• Use Cases / When to Use Programmatic Audio
• Risks & Considerations

Getting Started

Complement your existing online and offline branding campaigns with audio advertising. Choozle provides access to programmatic audio-specific publishers like Spotify, Triton, AdsWizz, and TargetSpot. With our suite of features, you can target audio ads to relevant geolocations and custom audiences to drive a digital advertising campaign that gets your brand heard.

• Audio Advertising Overview Document

What Is Audio Advertising

Programmatic audio lets you place ads across streaming audio channels like podcasts, digital radio, and music services — all in a targeted, data-driven way. With Choozle, you can run audio campaigns through major publishers such as Spotify, Triton, AdsWizz, and TargetSpot.
Unlike traditional radio, programmatic audio gives you the power to layer on audience segments, geolocation targeting, and deal-level control to reach the right listeners.

Audio is a powerful complement to other channels: you can reach users while they’re off-screen (e.g., in the car, at home), pair audio with CTV for a cross-device strategy, and precisely target by device, genre, or location.

Below is an overview of features that are available for each audio-specific publisher. 

Uploading Audio Creative

More detail can be found In the Uploading and Managing Audio Creative solution.

To upload your audio assets in Choozle's Creative Asset Library, follow the below steps:

1. Navigate to Libraries > Creative Assets.
2. Click the + icon from the light gray sub-navigation bar.
3. Select Audio from the drop-down menu and complete the Creative Information for your audio asset.  

Creative Specifications & Requirements

• Ad Length: 15- or 30-second spots are common. If you run 15s, you may still win in environments supporting 60s.

• File Format: MP3 is accepted; Choozle also supports other standard audio formats.

• Bitrate: Recommended ~160 kbps.

• Companion Banner (where supported): Not all publishers support it, but sizes like 300×250, 728×90, and 320×50 may be eligible depending on publisher. 

Building Audio Ad Groups

After your audio creative assets are uploaded, you can add them to an ad group by following the steps below. 

• Upload your audio creative to Libraries → Creative Assets → “+” → Audio.

• Select AUDIO as the ad group type when creating a campaign.

• Choose whether to run in open marketplace or apply a PMP deal.

• Use the PMP search function to explore available deals by publisher. Narrow by deal name, impressions, floor price, or contract group.

• Add your approved audio creative and launch the ad group.

Inventory Options

• Open Marketplace: Use audio creative to bid against general programmatic audio inventory.

• Private Marketplace (PMP): Choose from pre-negotiated deals by publisher. These include deal-level targeting by genre, playlist, user demographics, and more.

Audio Advertising Best Practices

Targeting

• Audience / Data Segments: Use first-party or third-party data to reach relevant listeners. Choozle supports integration with several data providers.

• Geolocation: Target down to market-level to reach listeners in meaningful locations.

• Deal Selection: Use PMP deals to access specific publisher inventory, playlists or genres.

• Budget & Bidding:

  • For open audio inventory, the base bid typically ranges from $3–$8 CPM, depending on audience.

  • For PMP deals, your bid should meet or exceed the deal floor -  these CPMs could go much higher depending on format and publisher.

• Frequency & Pacing: Audio performs well as a reach / awareness channel - consider keeping frequency caps relaxed to maximize exposure.

• Time Targeting: Generally, avoid aggressive daypart bid modifiers; allow audio inventory to find scale

Additional Options 

• Frequency: Frequency capping isn't recommended, as it can hurt the scale of your ad group. If you would like to frequency cap, remember that audio performs better as a prospecting strategy, and keep your cap high.
• Time of day: Keep your targeting open and refrain from applying bid factors to time periods.
• Viewability and Brand Safety: Viewability measurement is not available for audio—keep in mind that audio ads are non-skippable. Brand safety features, while possible, will limit the scale of your ad group. 

Measurement & Optimization

• Monitor core audio metrics: impressions, completed listens, frequency, and CPM.

• Because users may not click on audio ads, focus on reach and brand lift rather than click-through.

• Use Choozle’s reporting tools to compare performance across deals, publishers, and audience segments and adjust bids or targeting accordingly.

• Consider cross-channel strategies: According to The Trade Desk, pairing audio with CTV or other formats helps deliver incremental reach and can drive more efficient conversion. 

Use Cases / When to Use Programmatic Audio

• Brand Awareness: Reach listeners during non-screen moments — commuting, working out, relaxing — when display or video may not be available.

• Omni-channel Sequencing: Use audio to reinforce messages aired on CTV or digital video.

• Data-Driven Campaigns: Use your CRM or third-party data to reach high-value listeners in an audio environment.

• Podcast Advertising: Reach podcast audiences via streaming services and target by content or listener behavior.

Risks & Considerations

• Bid Floors: PMP deals may have high floor CPMs - make sure your bids align.

• Scale: Some high-quality audio inventory (like Spotify or genre-specific content) has limited scale.

• Attribution Challenges: Audio environments are often “view-only” (no clicks), so you’ll need to rely on view-through or lift-based metrics rather than clicks.

• Creative Investment: Poorly written or unengaging audio ads risk being ignored more than visual formats — script quality matters.

• Match Quality: If your data segments are too narrow, you may struggle to find inventory that meets scale + precision.