What are the most effective programmatic audio strategies for communication campaigns?

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Programmatic audio is the automated buying and selling of digital audio advertising, such as podcasts, music streaming, and radio. It allows you to reach your target audience with personalized and relevant messages, based on their listening behavior, preferences, and context. But how can you use programmatic audio effectively for your communication campaigns? Here are some strategies to consider.

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Nuria Prieto Real

Corporate Communications & PR Manager | Responsable de Comunicación en Fundación Juan XXIII | Dircom | Guardiana de la…
Rui Pedro Duarte

Open Science for Mission | ex-Fortune 100 Communicator, ex-Member of Parliament

1 Define your objectives

Before you launch a programmatic audio campaign, you need to have a clear idea of what you want to achieve. Do you want to increase brand awareness, generate leads, drive traffic, or boost sales? Depending on your objectives, you can choose the right metrics to measure your performance, such as reach, frequency, impressions, conversions, or return on ad spend.

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Nuria Prieto Real

Corporate Communications & PR Manager | Responsable de Comunicación en Fundación Juan XXIII | Dircom | Guardiana de la reputación corporativa ?? Exploradora del Metaverso ?? | Cocreadora de META_TALKS
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Si tenemos en cuenta que la radio se mantiene estable en cuanto a oyentes y que Espa?a lidera la escucha de podcasts en Europa (45%), el audio programático es un canal muy interesante de cara a nuestras campa?as y no es de los más explotados por las marcas. Es necesario establecer objetivos claros y medibles para orientar los esfuerzos de manera efectiva y conseguir así alcanzar los resultados deseados y maximizar el retorno de la inversión.

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Mohammad Zaid

Business Analyst at Borgfy | Venture Studio-Building Tech Ideas | MBA | Digital Health | Mobile Apps
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Communication campaigns include targeting specific audience segments based on demographics, interests, and behaviors to deliver personalized messages. Utilizing dynamic creative optimization allows for the customization of audio ads in real-time to resonate with listeners. Contextual targeting ensures that ads are served in relevant environments, enhancing engagement and effectiveness. Leveraging data-driven insights and audience analytics enables optimization of ad placement and frequency to maximize reach and ROI. By combining precise targeting, dynamic optimization, contextual relevance, and cross-channel integration, programmatic audio campaigns can drive impactful communication and engagement with the target audience.

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2 Segment your audience

Programmatic audio allows you to segment your audience based on various criteria, such as demographics, location, interests, device, or listening platform. You can also use data from your own customer relationship management (CRM) system or third-party sources to create more granular and accurate segments. By segmenting your audience, you can deliver more tailored and engaging messages that resonate with them.

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3 Create compelling creatives

The quality of your audio creatives can make or break your campaign. You need to create compelling scripts that capture your audience's attention, convey your value proposition, and inspire action. You also need to consider the tone, voice, and music that match your brand personality and message. Moreover, you need to optimize your creatives for different formats, lengths, and platforms, and test them to see what works best.

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Rui Pedro Duarte

Open Science for Mission | ex-Fortune 100 Communicator, ex-Member of Parliament
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Narrative-driven content. Develop audio content that tells a story, connecting listeners emotionally to your brand or message. This could be through podcasts, serialized audio stories, or thematic audio pieces that align with your campaign’s goals. Stories are memorable.

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4 Leverage dynamic audio

Dynamic audio is a type of programmatic audio that uses real-time data to customize your ads based on the listener's context, such as weather, time, location, or mood. For example, you can promote a hot drink on a cold day, or a relaxing playlist on a stressful day. Dynamic audio can help you increase the relevance and effectiveness of your ads, and create a more personalized and interactive experience for your audience.

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Rui Pedro Duarte

Open Science for Mission | ex-Fortune 100 Communicator, ex-Member of Parliament
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Explore interactive audio content where listeners can make choices that influence the story’s outcome. This could be integrated with smart speakers and voice-activated devices, offering a unique and engaging way to interact with your brand.

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5 Integrate with other channels

Programmatic audio is not a standalone channel. You need to integrate it with your other communication channels, such as social media, email, web, or video, to create a consistent and coherent customer journey. You can use cross-channel attribution tools to track how your programmatic audio ads influence the actions and conversions of your audience across different touchpoints. You can also use cross-channel retargeting to reinforce your message and increase your conversion rate.

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Rui Pedro Duarte

Open Science for Mission | ex-Fortune 100 Communicator, ex-Member of Parliament
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Incorporate diverse voices and perspectives in your audio content to reach a wider audience and resonate with different listener segments. This inclusivity can broaden your campaign’s appeal and effectiveness.

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6 Monitor and optimize your campaign

Programmatic audio gives you access to real-time data and insights that can help you monitor and optimize your campaign. You can use dashboards and reports to see how your ads are performing, and identify any issues or opportunities. You can also use artificial intelligence (AI) and machine learning (ML) to automate and improve your bidding, targeting, and creative optimization. By constantly monitoring and optimizing your campaign, you can maximize your return on investment and achieve your objectives.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rui Pedro Duarte

Open Science for Mission | ex-Fortune 100 Communicator, ex-Member of Parliament
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Embed your key messages within compelling stories or conversations in your audio content. This indirect approach can sometimes be more effective than direct advertising, as it feels less intrusive and more natural within the context of the content.

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What are the most effective programmatic audio strategies for communication campaigns?

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5

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1 Define your objectives

2 Segment your audience

3 Create compelling creatives

4 Leverage dynamic audio

5 Integrate with other channels

6 Monitor and optimize your campaign

7 Here’s what else to consider

Public Relations

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What are the most effective programmatic audio strategies for communication campaigns?

1

2

3

4

5

6

7

1 Define your objectives

2 Segment your audience

3 Create compelling creatives

4 Leverage dynamic audio

5 Integrate with other channels

6 Monitor and optimize your campaign

7 Here’s what else to consider

Public Relations

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