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Programmatic Audio Triton Digital
Programmatic Audio!Triton Digital!
Launched in 2006, Triton is the leading tech provider to the digital audio industry.!!We provide audio publishers the software and technology to build audiences and revenues globally.!!In 2013, we paved the way for growth in audio advertising by launching a2x®, the world’s first programmatic audio advertising exchange.!!Today a2x has over 150 publishers and operates in key markets around the world.
About Triton Digital!
a2x - Premium Publishing Partners!
Audio Landscape!
The Evolution of Audio
Radio Walkman Discman SmartphoneiPod
The Evolution of Audio!
Pure Play/!On-Demand Streams!
Digital audio transmitted via orbiting satellite!
Broadcast! Satellite! Streaming!
Digital audio transmitted via the internet!Audio distributed via the radio waves!
Live Streams!
Podcasts!
There Are Many Facets That Make Up the World of Audio!
Triton Digital!
In-Home
TV
Desktop Game
Console Mobile Fridge Tablet
In-Car
The Way Audiences Consume Audio Has Changed!
What Does This Mean For Marketers and Agencies?!
• Mobility creates a personal connection on a global scale!
• Apps ‘exist’ with their consumers and engage with them throughout their day!
• Powerful connections with engaged audiences + rich data for targeting.... a marketer’s dream!
9!A Unique Opportunity!
Entertain
Bring Back Memories
Educate
Community
Soundtrack to Your Day
Connect
Encourage Action
Audio Has the Power to Serve Many Roles in Consumers Lives!
!“Audio is one of the
most intimate forms of media because you are constantly building your
own images of the narrative in your mind
and you’re creating your own production.”!
Sources: !The Atlantic, April 2015, The Emotional Appeal of Listening, Lightwave +iHeart Research 2015, Impact of Sound on Consumers and Ad campaigns !
!Memory
encoding for audio ads 220% higher than other
channels.!
11!
Audio Has the Power to Make You Feel Something!
Audio Listening Behaviors!
Digital Audio Reaches Out Of Home Audiences
An Estimated 61% of Americans (170M) Listen to Digital Audio Monthly
Source: Edison Research, Infinite Dial 2017 Percent listening to Online Radio in last month, Ages 12+
Weekly Time Spent Listening Has More than Doubled in Past 9 Years
6:13
2008
14:39
2017
Source: Edison Research, Infinite Dial 2017 Weekly Listeners, Ages 12+
Source: Webcast Metrics, August Hourly Average Active Sessions, M-F
A Highly Mobile Audience with 77% of Listening Taking Place on a Mobile Device Source: Webcast Metrics, June Ranker, M-F 6A-8P
77%
5% 7% 12%
17% 16% 15%
21% 20% 21%
27% 27%
34% 39%
45% 47%
53% 57%
61%
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 2017
Digital Audio Ad Budgets Are Growing !
What percentage of your advertising budget or inventory do you estimate is accounted for by digital audio?
Base: All respondents, 523: those who use or plan to use programmatic, 348 Ad Age and The Trade Desk Programmatic
And The Rise Of Digital Audio, September 2016
Why Audio is at a Tipping Point for Programmatic !
How important is each of the following when it comes to your thinking that audio is the format that will propel programmatic and may be the tipping point for marketers?
Base: 87, those who rated this as extremely important. Scale of 1-10 where 1 = not at all important and 10 = extremely important (chart based on 8-10 rating)
Ad Age and The Trade Desk Programmatic And The Rise Of Digital Audio, September 2016
.
Programmatic Audio Buying Dynamics!
Creative
Get your message heard. Utilize :10/:15/:30 second audio ads with companion
banners.
Targeting
Deliver one-to-one ads direct to listener. Target by Geo, Age,
Gender, Cookie/Ad ID, Device, Format, Genre or Playlist.
Transacting
Buy audio on your own terms. The Programmatic Audio
marketplace supports real-time bidding and programmatic
direct.
Buying Digital Audio ‘Do’s’
Do Consider Reach and Frequency to Build Recall
Do Utilize Frequency Capping Where Available for Addressable Audience
Do have Multiple Creatives & Provide a Call to Action Specific to Digital
Do Use Tracking for Both Audio and Companion Units
Do Track Your Campaign From Launch For Most Detailed Reporting
Think holistically about your ideal media mix—
run complimentary strategies.!
!Add audio to your omni-channel plan.!
3rd Party Audio Tracking !(DCM, Sizmek, Atlas, Vindico, AdTech & more)!
!Triton recommends 1x1 tracker on audio and separate set of
display trackers; run a 3rd party banner that will wrap creative and tracking into one package.!
Audience Validation !(Nielsen DAR, Comscore vCE)!
Exposure Attribution !(Lotame, BlueKai, eXelate, Convertro,
Adometry, Floodlight)!
Brand Studies !(Millward Brown Dynamic Logic, Nielsen Vizu)!
Advanced Tracking!
Proven Results – Digital Audio Drives Lift!
Advertiser: Consumer Credit Card Objective: Build brand and engage with two highly valued tasks at site. Track KPIs via cookie and Ad ID over a 30 day window. Results: When audio was added to the overall mix, they saw a 4.1x increase in engagement of the KPIs, proving that audio drives lift when in concert with other programmatic channels. 0.000%
0.010%
0.020%
0.030%
0.040%
0.050%
0.060%
Baseline Programmatic Audio
4.1x!
(Premium Video and Display)
Reasons to Add !Programmatic Audio!
A powerful compliment to other programmatic channels !!Doesn’t fight for attention!!Highly engaged and tuned-in audience!!Listener level targeting!!Strong ad recall!
Appendix!
Global Operating Partners!
United States Australia, New Zealand Latin America Belgium, Denmark, Finland, Greece, Iceland, Ireland, Italy, Norway, Portugal, Sweden, Switzerland Japan Canada
Our ad-stitching technology integrates the audio ad on the server-side making the ad a native part of the stream eliminating detection from ad-blocking software!
Broadcast Live stream is broadcasted
Encoding Broadcast is
encoded with programmatic
programming breaks defined
Network
Ad Serving Ads are stitched into the stream
replacing the original broadcast ads
Ad Decisioning Campaign’s requirements and audience profile
are utilized to select targeted audio ads
Player / App A unique stream is
delivered to each player/app with targeted ads
stitched directly into the content eliminating
detection by ad-blocking software
User The user experiences a seamless ad-supported
listening experience
Fraud-Free Ad Stitching Technology!
IAB DAAST Compliance!
What Is It?!The Digital Audio Ad Serving Template (DAAST), is the IAB’s first technical solution addressing the fragmented audio advertising market. DAAST utilizes principles learned from the organization’s highly successful Digital Video Ad Serving Template (VAST). !!What Does It Mean?!DAAST ensures a standard set of specifications for audio ad delivery, execution, and reporting across a wide variety of devices and platforms. !!How Did We Achieve It?!DAAST requires audio players to support linear ads and one or more of the following ad formats: Companion ads, Ad pods & Skippable ads!
