So how are audio advertisers catering to consumers and cutting through the clutter?
For one, they’re not repurposing creative from other formats, such as TV or terrestrial radio. Instead, many look to leverage data and dynamic creative capabilities within digital audio to incorporate audience insights, location data, weather events or even time of day to deliver relevant messages to consumers.
“[Dynamic creative allows] you to have a very customized, personalized and effective campaign where you can optimize attribution but do it at scale, even though the messaging and targeting are pretty niche,” said Alexis van de Wyer, CEO of digital audio supply-side platform AdsWizz, who spoke to us for our recent report. “Those are the kinds of things that you can do only through programmatic.”
With podcasts, dynamic ads are less prevalent but are becoming more popular. Slightly fewer than half (48.8%) of US podcast ad revenues in 2018 were from dynamically inserted ads, according to a study from the Interactive Advertising Bureau (IAB) and PwC. This portion was up from 41.7% in 2017.