DoubleClick Bid Manager opens up digital sound ad buying globally

As investment in electronic audio advertising continues to grow: Google’ t DoubleClick Bid Manager is moving out support globally for buying sound ads programmatically across a handful of loading services. The company announced Wednesday that will advertisers can now buy ad supply programmatically from Google Play Music, Spotify, SoundCloud and TuneIn, and quickly Pandora.

In the US this past year, digital audio ad revenues capped $1. 6 billion, according to the IAB , a boost of 39 percent over 2016. Mobile accounted for roughly 75 % of digital audio ad income in 2017.

“ We are thrilled to see DoubleClick taking on programmatic audio. This launch helps Bid Manager customers to reach Spotify’ s highly engaged audience throughout video, display and audio forms, ” said Zuzanna Gierlinska, mind of programmatic, Europe at Spotify in a statement.

The particular supported exchanges for audio advertisements are DoubleClick’ s own Advertisement Exchange and Rubicon. DoubleClick Advertisement Exchange is the inventory provider to get Google Play Music.

Marketers can upload. mp3 audio places in a variety of lengths, including 15- plus 30-second versions, and an optionally available companion image or HTML5 resource to display around the publisher’ s sound player.

DBM utilizes the Video Ad Serving Template (VAST) standard to serve audio advertisements. Advertisers are not able to use third-party HUGE tags but can include an authorized Universal Ad ID in HUGE tags.

Reporting metrics include audio completion rates, pay attention rates by quartile, mute plus pause rates, Audio Media Price eCPCA (media cost/completes), impressions plus clicks on the companion creative and much more.

In terms of pricing targets, “ Rates for audio positionings are significantly higher than the prices for standard display impressions. All of us recommend setting CPM rates intended for audio with the same strategy you’ d use for video stock, ” states Google in its assistance pages.

Programmatic company MightyHive tested digital audio advertisement buying through DBM to extend the particular reach of a CPG client’ s i9000 radio campaign aimed at driving understanding. Ads were targeted by DMA and age group. MightyHive says quality flight yielded 7. 5 mil impressions and over 7, five hundred clicks across mobile web, desktop computer and app, with completion prices above 95 percent and a CTR on companion creative of. eleven percent. If that CTR doesn’ t sound impressive, consider that will it’ s about twice the pace of the typical banner campaign.


About The Author

Ginny Marvin is Third Door Media’s Associate Editor, assisting with the everyday editorial operations across all books and overseeing paid media insurance coverage. Ginny Marvin writes about compensated online marketing topics including paid lookup, paid social, display and retargeting for Search Engine Land and Advertising Land. With more than 15 years of marketing and advertising experience, Ginny has held each in-house and agency management opportunities. She can be found on Twitter because @ginnymarvin.

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