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Google adds digital audio ads

With the increasing popularity of music streaming apps, audio has become another way for brands to engage with their customers effectively. Keeping this in mind, Google has added digital audio ads to DoubleClick. It’s estimated that in 2018 1.2B people will use music streaming services globally.

The Bid Manager now offers marketers the tools they need to reach this massive audience across a number of streaming platforms. Marketers can access ad inventory from Google Play Music, Spotify, SoundCloud and TuneIn — with Pandora coming soon. “Using Bid Manager to buy audio ads offers brands the opportunity to bring audio and digital campaigns together in one place, helping you connect with users in various moments throughout the day,” Jean-Claude Homawoo, Product Manager, DoubleClick added in a company blog post added.

“We are thrilled to see DoubleClick embracing programmatic audio. This launch makes it possible for Bid Manager customers to reach Spotify’s highly engaged audience across video, display and audio formats,” said Zuzanna Gierlinska, Head of Programmatic, Europe at Spotify.

Audio ads bought through DoubleClick aim to help brands connect with people even when they aren’t engaged with the screen on their device. “In these moments when they are listening to audio, people aren’t overwhelmed with multiple ads, meaning that brands who are present get higher share of voice. 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,” Mr Homawoo added.

“Audio advertisements have long been an effective means to reach customers. Updating these ads for a programmatic world represents yet another significant step forward for our industry — creating opportunities to engage users in the right moments between screens. MightyHive is thrilled to be a pioneer in introducing this format to our clients,” said Pete Kim, CEO, MightyHive.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.