Google recently announced new audio capabilities that provide marketers more options for ad placements to reach a growing audience for audio streaming content. Within DV360 and Ads Manager, the new “Audio” tab allows buyers/advertisers to access many new major audio inventory sources - from the big players like Spotify, iHeartRadio, Soundcloud and more.
In addition to audio inventory across hundreds of sources, Google has also announced new creative and measurement tools within the platform.
Audio Ad Inventory (Music, Internet Radio, and Podcast):
Creative Tools: Audio Mixer
Measurement: Brand Lift Study
These new features mean more options to test programmatic audio inventory at scale within your current DV360 campaigns, opportunities to quickly build and test new audio creatives easily using the new Mixer tool, and a turnkey way to measure the impact of audio on brand lift metrics.
The New Dv360 Audio Capabilities Are Just One Piece Of A Broad Audio Advertising Landscape
However, these new Audio capabilities within DV360 can’t replace your entire audio strategy or media plans - since some premium inventory and host-read ad formats (most popular among the Podcast ad ecosystem) are not currently available. Spotify, for example, has only released their Spotify Music inventory on DV360, meaning no inventory yet has been released for programmatic buying within Spotify Podcasts, which are still sold directly via Spotify’s Podcast sales team. So, for now, Podcasts like The Michelle Obama Podcast and many many more, will only be available directly through Spotify.
To summarize, this is a great step for the programmatic industry to expand into audio and make it easy for marketers to scale audio ad testing. It’s important to remember, though, that audio and podcast advertising is growing at an incredible rate and capabilities will continue to evolve. Google’s solution is not meant to be a one-size-fits-all strategy, but a compelling tool for marketers to leverage as they look to scale their audio presence.