Google is making it easier for publishers to monetise their podcasts and other audio offerings, introducing programmatic audio in its Ad Manager offering.
Under the changes, Google Ad Manager will now include features like Dynamic Ad Insertion for audio, programmatic monetisation and audio forecasting capabilities.
“With these new audio features, publishers gain opportunities to monetize their digital audio content, advertisers are able to reach more relevant audio audiences, and listeners can experience better quality ads,” said Google Ad Manager product manager Carol Walport.
Google first introduced programmatic audio tools in 2018 in DV360.
The new offering will also make it easier for advertisers to connect with audiences across a range of different devices.
Walport gave the example of a person interacting with a music streaming app on their phone and then being delivered a relevant video ad.
“These features help audio publishers deliver the right ad format to the right device at the right time, allowing them to provide a high-quality ad experience for users while maximizing revenue,” Walport added.
Audio streaming giant Spotify is on board with the new initiative, taking a Programmatic Guaranteed-first approach to selling its streaming audio inventory.
It follows prior deal with Spotify, Pandora and iHeartMusic to provide better programmatic audio solutions.
With digital audio revenue now representing around four per cent of the total US digital display market – marking a 21 per cent increase in revenue from 2018 to 2019 – programmatic is set to become an increasingly important tool for publishers looking to monetise their content.
According to IAB Australia CEO Gai Le Roy, Google’s latest move into programmatic audio reflects this growing demand.
“Although the programmatic element for both streaming audio and podcast ad investment has been growing alongside market growth, product improvements such as those announced by Google Ad Manager to improve the ability for both publishers to monetise inventory and for agencies to have more advanced tools will help the market step up to the next level,” Le Roy told B&T.
“For buyers it will help with forecasting, encourage a better range of fit for purpose creative, data enhancement and allow for richer comparisons with other programmatic channels.”
With audio still in many ways caught between traditional and digital media, a more pronounced shift towards programmatic will allow digital teams to take ownership of audio advertising.
“Who controls audio buying in agencies differs between agencies, some have the responsibility sitting in their traditional broadcast team and others within the digital team,” Le Roy continued.
“Development of audio programmatic tech offerings will definitely help the digital buyers take more advantage of audio inventory but it will also make it easier for traditional teams to help radio buyers expand their reach and range of investments.”
Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]
Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]
For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]
Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix. Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]
Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]
DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]
Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]
Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]
Rolling Stone Australia publisher The Brag Media has announced that the Sailor Jerry Rolling Stone Australia Awards will be back for a second year in 2022, with a star-studded party to reunite the music industry following extended lockdowns. For the first time, a free live event series will spearhead the return of live music in […]
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]