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]]>This surge in popularity presents a golden opportunity for advertisers, yet it also brings forth new challenges in accurately analyzing campaigns. As the landscape evolves, the need for more sophisticated signals to transact and measure podcast advertising becomes increasingly critical.
At AdsWizz, we understand the evolving needs of advertisers in the podcast space. To address these needs and enable more precise targeting and measurement of podcast ads, we are passing GUID (Globally Unique Identifier) and RSS Feed information to DSPs (Demand-Side Platforms) and vendors.
Understanding GUIDs and RSS Feeds
A GUID is a unique alphanumeric string assigned by the hosting CMS (Content Management System) to each podcast episode. It ensures that each episode is distinctly identified, preventing duplication and facilitating reliable tracking and referencing across various platforms and directories. GUIDs remain static even if there are changes in the episode’s metadata or the hosting CMS.
An RSS feed is a specially formatted XML file that contains comprehensive information about podcast episodes. It includes details such as the podcast title, description, author, episode title, publication date, duration, and the URL where the audio file is hosted. RSS feeds are essential for distributing podcast episodes to various directories and platforms, ensuring that listeners can easily access new content.
Key Areas of Focus
Enhanced Targeting and Addressability
By integrating GUIDs, each podcast episode can be uniquely and consistently identified across different platforms and CMSs, which prevents duplication and ensures precise tracking. With enhanced data signals such as episode name, show name, and genre, advertisers can also reach their target audiences more effectively.
Improved Advertiser Confidence and Investment
Advertisers gain complete visibility into where their ads are delivered, identifying which episodes, shows, and genres perform best and understanding the behaviors they drive. This transparency empowers advertisers to make informed decisions, significantly boosting their confidence in programmatic podcasting. Enhanced content signals ensure ads are placed in suitable contexts, safeguarding brand equity.
Increased Revenue Opportunities
The introduction of podcast-rich data signals encourages advertisers who were previously hesitant to invest in signal-light traffic to allocate larger budgets to podcasting, unlocking significant demand. By incorporating more data into bid requests, the value of these ad opportunities increases, potentially leading to more revenue.
Seamless Integration and Consistency
GUIDs remain static even when podcasters change their CMS or update episode metadata, ensuring reliability in episode identification. The integration process involves ingesting and storing GUIDs/RSS feeds from various sources, such as Simplecast/VAST/RTB integrations, and seamlessly passing this information to DSPs. This ensures consistent and reliable data transmission, maintaining the integrity of the process.
Embracing the Future
- If you are an AdsWizz partner and want to learn more about enhanced signals in podcast advertising with GUIDs and RSS Feeds, check out our knowledge base.
- If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.
by Ryan Dilworth, Senior Product Manager, Ad Platform and Marketplace at AdsWizz
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]]>Serious About Audio Cabana
Our cabana on Cabana Row was buzzing with energy, transforming into a lively hotspot where attendees delved into our cutting-edge technology via an interactive, self-serve experience. For those craving a deeper dive, we offered private meetings with our team throughout the week, ensuring an immersive and personalized journey into our innovations.
Cannes Soundscape
During the festival, our cabana became the go-to spot for live interview recordings with trailblazers from every corner of the audio industry. These sessions delivered valuable insights into the market’s current dynamics, the transformative role of technology, and future trends. Attendees not only listened in but also had the chance to engage directly with these industry experts.
The Empower Cafe
AdsWizz proudly supported The Empower Cafe, a vibrant space at L’Avenue Cafe. This venue fostered meaningful connections and built a supportive network, allowing attendees to collaborate and empower each other.
AdsWizz After Dark
One of our most eagerly awaited events was at Le Chrystie. The party dazzled with an open bar, delectable light bites, top-notch DJs, and an electrifying atmosphere, offering an ideal mix of fun and networking for all attendees.
Thanks to Everyone who Joined Us at Cannes Lions 2024
Whether you stopped by our cabana, participated in a live recording, connected at The Empower Cafe, or danced the night away at After Dark, we appreciate your presence and look forward to continuing these conversations and connections.
Did you miss us at the event? Contact us today to learn more about our offerings or to schedule a meeting with our team.
We’re Not Done Yet
Stay tuned for some great studio content coming soon from AdsWizz as we continue to innovate and lead in the digital audio space.
by Daniel Einhorn, Senior Manager, Content Marketing
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]]>The post Unlock the Full Potential of Multi-Touch Campaigns with Custom Audiences appeared first on AdsWizz.
]]>What is Custom Audiences?
With Custom Audiences, advertisers can retarget listeners who have shown an interest in their product, making them more likely to convert. This advanced capability allows brands to create more sophisticated campaigns that guide listeners from awareness to action, such as making a purchase or requesting a quote.
Creating robust stories delivered sequentially over days or weeks or tailoring listening experiences based on interaction types, such as a website visit or a wishlist, helps advertisers build stronger relationships with audiences and meet listeners exactly where they are on their conversion journey.
Do you worry about meeting business objectives and boosting campaign efficiency? Worry no more! Custom Audiences helps deliver ads to the most engaged audience or test the best creative by splitting the same listener base. This results in higher conversion rates, reduced wasted ad spend, streamlined management operations, and minimal maintenance.
Key Benefits
Boost Campaign Efficiency
Create campaigns that align with listeners’ behaviors and retarget those who have already shown interest in a brand – all within a streamlined flow. With both AudioServe and AudioMatic, Custom Audience targeting ensures ads reach the right audience at the right time.
Strengthen Relationships with Audiences
Offer a personalized listening experience tailored to previous interactions, building stronger connections with audiences. Whether through AudioServe’s detailed targeting options or AudioMatic’s sophisticated audience segmentation, robust experiences can be crafted to resonate deeply with listeners.
Maximize ROI
Delivering ads to a highly applicable audience reduces ad spend waste and boosts conversion rates. AudioServe and AudioMatic offer tools to measure and optimize campaigns, ensuring every ad dollar is well spent.
How Custom Audiences Works
Creating and growing an audience base has never been easier. New website visitors who perform custom AudioPixel actions or consented listeners of one or multiple ads from campaigns can be collected all in one place.
Additionally, at the flick of a switch, Custom Audiences can be populated with listeners of all future ads belonging to an advertiser without having to manually include each new ad in the setup. This ensures effortless maintenance of an always up-to-date audience base, complemented by the membership duration setting for how long each listener remains in the custom audience.
Looking Ahead
AdsWizz attribution tools are designed to close the loop on audio measurement, and Custom Audiences are the latest (but not the last) tool we’re adding to our stack. With this solution, the full potential of retargeting campaigns is unlocked, driving engagement, efficiency, and conversions like never before.
If you are an AdsWizz partner and want to learn more about Custom Audiences, check our knowledge bases for either of these products:
If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.
By Catalin Georgescu, Senior Product Marketing Manager
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]]>As an attendee, I found the event’s insights especially relevant to the world of audio advertising. The discussions underscored the need to adapt to technological advancements, navigate shifting consumer behaviors, and comply with stringent privacy regulations.
The bottom line? Innovation is the key to effectively reaching and engaging audiences.
My Takeaways
1. Shifting Towards Privacy-Conscious Advertising
The deprecation of third-party cookies and initiatives like Google’s Privacy Sandbox are pushing the industry towards more privacy-conscious approaches. Advertisers and publishers must adapt by utilizing first-party data and developing cookieless advertising strategies. Sophisticated detection techniques and incrementality are essential for navigating the cookieless ad tech landscape.
We saw the writing on the wall early. Our commitment to innovation and privacy-centered targeting remains steadfast, with more developments to come from our ongoing work to strengthen industry partnerships.
2. Importance of In-Housing and Control
Maximizing the impact of audio in advertising demands a holistic approach that enhances control and agility, with investment in technology, talent, and infrastructure. Organizations that embrace innovation and develop advanced capabilities can more easily experiment with new technologies.
This involves mastering large-scale audience segmentation, staying updated on real-time opportunities, incorporating enhanced attribution techniques, and employing innovative strategies like Second-Screen Retargeting and ShakeMe.
3. Value and Challenges of Transparency and First-Party Data
Transparency is crucial for building consumer trust but requires more regulation and buyer understanding. Brands must implement a robust consent management framework to communicate how audio advertising campaigns collect, use, and protect data, allowing users to control their data-sharing preferences. Education, accountability, and transparent practices are necessary for mutual benefits.
First-party data is highly valuable, but its effective utilization requires meticulous data management and industry-wide collaboration. To fully unlock its potential, advertisers must tackle challenges related to data accuracy, privacy concerns, and the complexities of programmatic advertising.
We anticipated the challenges early on and developed an industry-first, cookie-free targeting capability paired with AI Transcription Technology. Predictive Audiences remove the uncertainty from the signal-light podcast environment by creating a contextual pathway for target audiences.
4. Balancing Cost Efficiency and Value
Another recurring topic was the delicate balance between cost efficiency and value. While it’s tempting to prioritize cheaper advertising options, true value extends beyond the price tag. Investing in quality placements, robust metrics, and effective attribution strategies can yield better results and drive meaningful outcomes.
We have been committed to closing the loop on audio measurement with advanced attribution tools, and it’s been fantastic to witness the results of our efforts. In a recent campaign, Hyundai was able to drive brand awareness, influence consumer purchasing decisions, and get an impressive 8,000+ leads.
5. Exploring Artificial Intelligence in Digital Advertising
The rise of AI in content generation and automation is always part of the conversation, and Programmatic IO was no exception, delving deep into AI topics. Discussions highlighted AI’s potential to revolutionize content generation, automate tasks, and enhance advertising effectiveness, while also addressing ethical concerns related to data privacy and algorithmic bias.
As part of our vision to shape the future of audio, we have been exploring how AI can amplify the impact of our audio portfolio to reach new audiences and deliver more intelligent and effective solutions for advertisers. Our recent Synthetic Voice Ads solution has gained a lot of traction as a cost-effective creative tool that enables brands to select from a variety of voices when creating an ad.
Embracing the Future
Programmatic I/O Las Vegas 2024 offered deep insights into modern digital advertising, with key topics such as in-housing benefits, privacy complexities, AI, and the value of first-party data. It was fantastic connecting in person with industry peers, brands, and advertisers.
Looking ahead, it became clear to me that success in digital advertising will hinge on collaboration, innovation, and a commitment to privacy. Embracing data-driven strategies will keep us ahead in this dynamic field, and the insights gained will shape my future strategies as a product marketing leader.
Let’s talk more! Are you an audio publisher looking for award-winning monetization solutions, or do you want to advertise in streaming audio or podcasts? Contact us now to learn how AdsWizz can help grow your digital audio footprint!
By Catalin Georgescu, Senior Product Marketing Manager
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]]>Masterclass – SoundCloud: Play with Music, Empower Fandom, Supercharge Your Brand’s Journey
Frank Kretzschmar, Senior Business Development Director, EU Supply at AdsWizz, and Rohit Agarwal, Chief Product Officer at SoundCloud, discussed the future of audio advertising and outlined how brands can collaborate with both entities to elevate their marketing strategies.
The Power of the SoundCloud and AdsWizz Partnership
SoundCloud’s ecosystem is vast and inclusive, boasting millions of artists and hundreds of millions of tracks where authentic connections are forged between artists and fans. Through innovative features like commenting on tracks and direct messaging, SoundCloud offers a unique interactive experience that goes beyond passive listening.
AdsWizz partnered with SoundCloud to provide brands with advanced advertising solutions. This union enables advertisers and brands to reach and engage SoundCloud listeners through robust targeting and innovative ad formats.
Frank Kretzschmar
Case Studies in Audio Advertising
QSR Case Study: ShakeMe Ads
A global fast-food brand sought to increase awareness and engagement for its mobile rewards app in Switzerland. Using AdsWizz’s ShakeMe ad format, they launched motion-activated ads across various publishers, including SoundCloud, to reach different linguistic regions. These ads leveraged users’ physical interactions with their devices, creating a more engaging and memorable experience, uniquely capturing the audience’s attention and serving as a real-time conversion metric.
The results were impressive: over 10,000 interactions and a 92% listen-through rate, with a higher interaction rate on SoundCloud than on other platforms.
Voice Ads Case Study: Lagardère Publicité News & Bourgogne-Franche-Comté Tourisme
Lagardère Publicité News and Bourgogne-Franche-Comté Tourisme sought innovative ways to engage users with voice assistants and smart speakers through interactive voice ads. These ads allowed listeners to interact via voice commands, taking personalization to the next level by creating a natural and engaging dialogue between the brand and the audience.
The campaign generated 250,000 impressions in two months, achieving a 97% listener-through rate.
AI Music Beds Case Study: Dunkin’ Donuts, Tito’s Vodka, and Cox
Using AdsWizz’s Sympaphonic Ad technology, these brands created dynamic music sounds that matched the listener’s context. This technology enhances the ad experience by creating contextual music backgrounds that match the listener’s environment, ensuring a seamless transition from content to ad and maintaining a cohesive and immersive listening experience.
The outcome was significant: a 95% decrease in production time, 238% higher engagement, and 5x greater efficiency compared to standard audio tactics.
Rohit Agarwal
SoundCloud Insights
Global Reach and Diversity
SoundCloud’s global community is diverse, comprising creators and fans worldwide. This diversity enriches the platform, making it a fertile ground for emerging music trends and cultural movements.
Opportunities for Brands
Brands have a unique opportunity to connect with Gen Z and other influential groups on SoundCloud. By participating in the community, brands can engage with fans and creators, creating meaningful interactions that extend beyond traditional advertising.
Interactive Features
Features like track commenting and direct messaging allow for real-time feedback and communication between artists and fans. These interactions help artists refine their craft and build a loyal fanbase.
Artist Spotlight: Macon
The final treat of this masterclass was an interview with Macon, the most streamed electronic music artist on SoundCloud in 2023. His journey underscores the platform’s role in artist discovery and growth. Macon emphasized the importance of direct feedback from fans through comments, which helps him understand what resonates with his audience and refine his music accordingly. Additionally, insights from SoundCloud’s fan analytics revealed significant fan bases in countries like Australia and the UK, leading to successful tours and collaborations.
Aimi Knowling (right) sat down with Bianca Stanescu (center) and Ionut Buha (left) for an interview.
Podcast Interview – Live from OMR 2024!
In between sessions and our MasterClass with SoundCloud, I also had the pleasure to sit down with Bianca Stanescu, Director, Product Marketing at AdsWizz, and Ionut Buha, Product Manager for AudioGo & AudioMatic. This session provided an inside look at AdsWizz’s latest developments, strategies, and future plans.
Day One Reflections: Embracing Audio in the Digital Era
Bianca and Ionut expressed their enthusiasm for the event, underscoring the increasing significance of audio in the marketing mix. They discussed how digital tools enhance customer experiences and emphasized audio’s increasingly strategic and measurable role. The first day at OMR showcased the vibrant energy in audio marketing, reaffirming AdsWizz’s influential presence and innovative contributions.
Key Takeaways: AI and Innovation at the Forefront
Both speakers stressed the significance of AI in transforming the industry. Bianca pointed out that AI, once a buzzword, is now a foundational element of digital tools. AdsWizz has long integrated machine learning and AI for forecasting and contextual targeting capabilities. Ionut added that the industry’s current focus on AI and contextual targeting validates AdsWizz’s efforts and motivates the team to push further.
Future Directions: Dynamic Creatives and Programmatic Audio
Ionut unveiled AdsWizz’s focus on Dynamic Creatives and Synthetic Voice Ads that offer novel and advanced capabilities to demand partners and publishers.
On the podcast front, Bianca announced the launch of the Simplecast Professional Tier, which gives podcasters greater transparency and control over listener experience and monetization by combining the power of Simplecast’s content management tools with AdsWizz’s monetization technology. AdsWizz has also enhanced its Programmatic Guaranteed solutions that boost efficiency and provide a seamless campaign management experience.
Roadmap and Second Half of 2024: Automation and Cookieless Future
AdsWizz is dedicated to leveraging automation and AI to streamline processes for agencies and customers. Bianca and Ionut emphasized the company’s open approach, strengthening partnerships with demand-side platforms (DSPs) and first-party data providers while preparing for a cookieless future. Ionut reinforced this commitment, highlighting ongoing innovation and a focus on customer-centric advancements.
Moving Ahead
OMR 2024 was a highly impactful venue for AdsWizz to showcase our innovative audio technologies and strategic partnerships (i.e., SoundCloud). As we move into the second half of 2024, AdsWizz remains steadfast in our commitment to advancing audio technology, enhancing efficiency, and preparing for a cookieless future.
Did you miss us at the event? Contact us today to learn more about our offerings or to schedule a meeting with our team.
by Aimi Knowling, Senior Manager, Sales Marketing
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Market Trends
Janny Beberian, Director of Business Development for Southern Europe at AdsWizz, highlighted the transformative changes in digital audio. She emphasized the market’s rapid growth, driven by significant advances in podcasting and programmatic technology.
- With the loss of third-party audience IDs, publishers are using technology platforms to leverage their first-party data for relevant, privacy-friendly ad experiences.
- Market expansion is being driven by growth in politics, retail, pharmaceuticals, and travel sectors.
- Digital audio use exceeds radio, with the industry maturing through better data accuracy and compliance with IAB standards.
Case Study – AudioPixel as a Measurement Tool
Morgane Peron, Director of Audience Data Operations at AdsWizz, showcased AudioPixel’s capabilities. AudioPixel analyzes performance metrics across campaigns aimed at user acquisition, traffic generation, and purchase intent. It can track activities from email collection during registration to detailed customer purchase journeys on e-commerce sites.
Clement Berthet, Associate Director of Digital at NRJ Global, then presented a case study illustrating Morgane’s practical application of this technology. He emphasized the importance of crafting audio-specific content rather than repurposing video assets, ensuring a clear call-to-action tailored for audio platforms, and leveraging the unique continuous engagement potential of audio formats through innovative strategies like Dynamic Creative Optimization (DCO) and interactive formats such as ShakeMe.
Publicis + Hawk Brand Lift with Happydemics
Nadine Picosson, Associate Director of Audio Trading at Publicis Media, outlined her company’s strategy to boost digital audio, focusing on transparency, contextual data, and advanced programmatic approaches. Concurrently, Mehdi Aroussi, Senior Director of Global Partnerships at Hawk, introduced their new AI-driven DCO to support partners’ needs.
Use Audio as a Lever to Think Outside the Box
Camille Biehler, Key Account Director at Acast, Albane Laclavière, Business Director at OMD, and Léa Paris D’Artigu, Head of Media and Communication at Biocodex, gave an overview on the success of host-read content in capturing audience attention.
Digital Audio: A Key Lever for Brand Image
Anne-Marie Kalinka, Managing Director, France at Amnet, and Virginie Chesnais, Chief Marketing Officer at Happydemics, stressed the impact of digital audio in improving brand recognition and favorability, demonstrating its efficacy through the effect of audio investments on brand perception.
Their presentation recapped the effectiveness of campaigns using high and mid-funnel indicators to understand audience responses. They compared these metrics with a benchmark of over 180 audio brand lifts across different countries and media types and tailored recommendations aligned with campaign objectives and industry best practices to maximize the impact of each audio strategy, thereby verifying digital audio’s flexibility and strategic value.
SoundCloud: A Social Platform Pioneer
Quentin Spineu, Account Director, EU, at AdsWizz, illustrated SoundCloud’s innovative role as a social platform that breaks conventional barriers between artists and audiences. SoundCloud is a launching pad for local trends to escalate into global phenomena, regardless of the artists’ origins, languages, or connections. The platform also facilitates music discovery, where fans find and share their next favorite artists, and fosters direct interactions between artists and fans without intermediaries.
SoundCloud is pioneering Mood Targeting, a feature that allows brands to connect with listeners based on their emotional state. This enables advertisers to target audiences across different moods, such as Angsty, Chill, Energetic, Focused, Happy, Soothing, Love, Celebratory, and Relaxed, thereby enhancing receptivity to brand messages.
Case Studies
- Walmart and SoundCloud celebrated Black History Month with a series featuring emerging hip-hop artists and their commentary on identity in music.
- Adidas and SoundCloud’s “We Gave the World an Original” campaign spotlighted fashion-forward creators, featuring artist Stormzy.
- Hyundai and SoundCloud launched a track series and contest to promote Hyundai’s positive impact, awarding $5,000 to one winner.
- Toyota and SoundCloud’s SCENES documentary series explored culture-forward music communities. It featured Mexican artists and launched on Billboard Latin.
Panel: Data-Driven Strategies for Content
Participants
- Morgane Peron – Director, Audience Data Operations at Adswizz
- Laurent Dauron – Director, Digital Operations at Lagardère Publicité
- Jenna Cortaredona – Head of Data Offers and Partnerships at M6 Publicité
- Mickaël Gaspar – Deputy Director, Sales at Altice Media
M6: Mastering Data Precision
Jenna Cortaredona, Head of Data Offers and Partnerships at M6 Publicité, provided an in-depth analysis of how M6 Publicité leverages a sophisticated cross-channel Data Management Platform (DMP) to utilize first-party data effectively. She emphasized Single Sign-On (SSO) and logged-in users for data integrity and future services. Jenna also addressed first-party data fragmentation and solutions with contextual targeting for better platform scalability and integration.
Altice: Leveraging Content for Engagement and Revenue
Mickaël Gaspar, Deputy Director, Sales at Altice Media, discussed how Altice leverages content to generate additional activation opportunities while naturally increasing traffic on their platforms. With web-radio offerings, they can attract a diverse audience, particularly during seasonal events like the Olympics or Roland Garros. This strategy benefits publishers by enhancing engagement and audience retention, attracting new listeners, and expanding monetization opportunities.
Lagardère: Integrating Data and Content for Market Expansion
Laurent Dauron, Director, Digital Operations at Lagardère Publicité, discussed merging audience data with engaging content to bolster their cross-channel offerings. He also described the benefits of their partnership with SiriusXM Media, which helps Lagardère reach new markets and improve contextual targeting.
The Future is Bright (and Loud)
AdsWizz remains steadfast in our mission to push the boundaries of technology in audio adtech, as evidenced by AdsWizz Audio Days Paris 2024. The vibrant discussions and presentations from industry leaders underscored the transformative power of digital audio. The ongoing convergence of these creative minds will continue to pave the way for future innovations in our industry.
See you at the next AdsWizz Audio Days!
by Daniel Einhorn, Senior Manager, Content Marketing
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