Audio Advertising - Campaign Manager

Guide:

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.

What Is Audio Advertising

Choozle sources audio advertising placements through two options: private marketplaces and open marketplace. You have the option to either run their ad with the open marketplace by targeting audio creative OR private marketplace (PMP) by applying an audio deal. For PMP Audio deals, we have a pre-negotiated library for each partner that includes details on placement, specific genres, playlists, demographic traits, and more. 


Unlike traditional radio advertising, programmatic audio advertising enables data-driven targeting to reach audiences that extend beyond display or video advertising campaigns. Using programmatic audio-specific publishers like Spotify, Triton, AdsWizz, and TargetSpot, your audio ad will be served in audio content like digital radio and music-streaming services. Some publishers allow for companion banners that are served alongside the audio ad while it's playing.


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

 

Triton Digital

Adswizz

Spotify

TargetSpot 

Companion Banner & Impression Tracking

Yes

Yes

No

No

Device Types

Desktop, mobile, tablet, connected TV

Desktop, mobile, tablet, connected TV

Mobile (In-app only)

Desktop, mobile, tablet, connected TV

Geolocation Targeting

Yes

Yes

Yes

Yes

Site & Station Targeting

Yes, available via Deal ID.

No, but publisher Deal IDs are available.

Yes, but on the Spotify app only.

Genre targeting available via Deal ID.

No, but publisher Deal IDs are available.

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.

Audio Advertising Specs

Fifteen and 30-second audio ads are the most common ad lengths in audio advertising. However, with a 15-second ad, you can bid on inventory placements that are 15, 30, and 60-seconds long.


Accepted audio file formats include MP3. The suggested bitrate is 160 KBPS


Non-skippable ads are played in brand-safe environments on mobile (in-app, web, and optimized web), desktop, tablet, and connected TV devices.


Some publishers allow for companion banners to show during the audio ads. Supported sizes for audio companion banners (when offered by a publisher) are listed in the following table.  The delivery of companion banners is not guaranteed but will be supplied to the SSP and publisher when bidding.


 

300x250

728x90

300x50

300x600

320x50

500x500

640x640

Triton Digital

 

 

 

Adswizz

 

 

 

 

 

 

Spotify

 

 

 

 

 

TargetSpot

 

 

 

 

 

 

Building Audio Ad Groups

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

  1.  Select AUDIO as the ad group creative type.
  2. Once audio is selected as your creative type, you can either run your ad with the open marketplace OR reach out to the support center to have a private marketplace deal applied.
    • Open Marketplace Audio: Reach your targeted audience based on available audio ads inventory across audio publishers like Radio.com, iHeartRadio, TuneIn and Entravision. Open Marketplace Audio is ideal if you are looking to keep CPMs low and have a broad audience. Currently, you do not have the option to select specific categories with Open Marketplace Audio. You can use site lists targeting to either target specific audio streaming services or block specific audio streaming services. More detail on this can be found in the App Targeting article. Inventory can include: 
      • TuneIn Radio: Live News, Music
      • TuneIn - MLB Radio, Free Music, Sports & Podcasts
      • Deezer Music Player: Songs, Playlists & Podcasts
      • IHeartRadio: Streaming radio
      • CBS Sports: http://cbssports.radio.com/ 
    • Private Marketplace Audio: If you are looking for a bit more control over where your audio ads appear based on audio streaming service, you can use deal explorer to select private marketplace audio deals. For Audio PMP deals, we have a pre-negotiated library for each partner that includes details on placement, specific genres, playlists, demographic traits, and more.  Inventory can include: 
      • Soundcloud  - RON - Desktop, Mobile In-App - Audio 
      • Spotify - US - Audio (Audio creative required) - In-App (Desktop & Mobile)
      • Triton Digital - US - RON - All Devices - Spanish Language Only - 15/30/60 Second Audio
      • Radio.com (Entercom) - US - RON - Music - Smart Speakers (Alexa, Google Home, Apple HomePod) - Audio
      • Podcast One - US - RON - All Devices - Audio - Streaming Podcasts
  3. To add private marketplace deals, launch the Private Marketplace (PMP) search.
  4. Once you have launched the Private Marketplace (PMP) search, you will have the option to explore different deals from a wide variety of publishers.
  5. Use the search function to narrow your search results of Private Marketplace deals.
    • Deal: The name and description of the deal - A short description of what type of inventory is available within the private marketplace deal. 
    • Available Imps: The number of impressions in the contract. 
    • Floor price: The floor price of the contract. 
    • Type: An indicator if the deal is part of a Contract or Contract Group.  Contract groups refer to the combination of individual contracts with similar characteristics such as content, format, media type, etc.
  6. You will be able to review all approved audio creative that can be added to your ad group.
  7. Save ad group. 

Audio Advertising Best Practices


Targeting 

  • Audio: audio advertising placements through two options: private marketplaces and open marketplace. 
  • Audience: As a best practice, keep your ad group as open as possible by not layering on audiences (targeting everyone). If you do want to layer on an audience, make sure to use data segments that have a higher reach and include in-app inventory. We suggest using data segments from the following data brands: 42matters, 4INFO, NinthDecimal, Adsquare, AlikeAudience, Cuebiq, Ericsson Emodo, Factual, Grab, Gravy, GroundTruth, inMobi, Kochava, Lovoo (Europe), Mobilewalla, oneAudience, Pinsight, PushSpring, Scanbuy, Semasio (Europe), StartApp, Unacast, Valassis Digital, or Zeotap. 
  • Site/App list: Block lists can be used with audio ad groups, but target lists can limit your scale. However, you can use site lists to target specific channels on Triton.
  • Geolocation: For maximum scale, don't apply geolocation targeting below the designated market area (DMA) level. 

Budgets/Bids

  • Base bid: If you are using an open marketplace in your audio ad group, your base bid should start between $3 - $8 depending on the targeting audience. If using a private marketplace deal in your audio ad group, your base bid should meet the price floor of the inventory deal that you'll be targeting (these floors can range from $3 to $24, depending on the format and environment).

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. 

Use Cases

  • Audio advertising is an ideal tactic for brands looking to reach a broad audience, particularly for telecom, CPG, and retail industries.
  • Audio advertising is best used for awareness campaigns with a reach goal since people tend not to click on audio ads.