{"id":26806,"date":"2021-08-18T21:16:54","date_gmt":"2021-08-18T21:16:54","guid":{"rendered":"https:\/\/bunnystudio.com\/blog\/?p=25889"},"modified":"2024-01-16T00:22:42","modified_gmt":"2024-01-16T00:22:42","slug":"what-is-dynamic-audio-advertising","status":"publish","type":"post","link":"https:\/\/bunnystudio.com\/blog\/what-is-dynamic-audio-advertising\/","title":{"rendered":"What Is Dynamic Audio Advertising?"},"content":{"rendered":"\r\n

Is audio advertising a thing of the past? With such widespread use of video advertising, many entrepreneurs share that view. Still, current audio advertising trends<\/a> speak to the contrary. A big role in those trends now belongs to dynamic audio advertising. So, what are we talking about, then?<\/p>\r\n\r\n\r\n\r\n

When defining the term dynamic audio advertising, the word \u2018dynamic\u2019 might confuse people. Dynamic audio doesn\u2019t mean just using uptempo music or a fast-paced vocal message. When defining dynamic audio advertising two other definitions are in order first.<\/p>\r\n\r\n\r\n\r\n

One is dynamic content. Dynamic content is defined as any digital or online content that changes based on data, user behavior, and preferences. This can be text, audio, or video format content. Hence, dynamic audio is a form of dynamic content.<\/p>\r\n\r\n\r\n\r\n

The other term that needs adding here is programmatic advertising. In this case, programmatic audio advertising.<\/a> According to one definition<\/a>, programmatic audio is the use of technology (software) to automate the process of buying and inserting ads in digital audio content. These include music streaming services, digital radio, and podcasts, as opposed to the traditional process of human negotiation. \u201cUsing this powerful advertising medium, you can refine your targeting, improve engagement and gather advanced reporting insights.\u201d<\/p>\r\n\r\n\r\n\r\n

If we take the above terms in perspective, dynamic audio advertising would be the use of audio ads that would \u201cautomatically change to adapt content and promotions specifically to each user, ensuring that each user is exposed to the most effective creative for him or her\u201d<\/strong> (dynamicyield.com).<\/p>\r\n\r\n\r\n\r\n

Still, a few questions remain open here. How do dynamic audio ads work, why would you take that advertising route, and, of course, will it cost an arm and a leg?<\/p>\r\n

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At Bunny Studio we are experts in audio advertisement solutions, including Dynamic audio ads production. So give a look at our \ud83d\udc49\ud83c\udffd Dynamic audio ads services<\/a> \u00a0<\/strong>if you want to know more.\u00a0<\/p>\r\n<\/blockquote>\r\n

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Are audio ads as such still relevant?<\/h2>\r\n\r\n\r\n\r\n

For those entrepreneurs that in the age of video still might doubt the necessity of any form of audio ads, there\u2019s one fact they just need to look at. The success of audio streaming services such as Spotify or Tidal. Add to that the mushrooming of podcasts and audio-oriented social media platforms like TikTok.<\/p>\r\n\r\n\r\n\r\n

According to digilant.com, the average consumer in the US now spends over 1.5 hours listening to digital audio every day. To put that number in perspective, when adding up all forms of media that consumers interact with every day, both digital and traditional, digital audio snags over 10% of the total.<\/p>\r\n\r\n\r\n\r\n

\u201cConsumers constantly switch between media and channels to consume and interact with content. Knowing that digital audio is a constant (and large) source of content consumption gives advertisers a huge window of opportunity to reach consumers as they move throughout their day\u201d (above).<\/p>\r\n\r\n\r\n\r\n

So, what kind of role does dynamic audio advertising play here? Dynamic audio advertising is a novel approach to advertising as it involves using artificial intelligence in advertising. Essentially, in many ways, it represents the advertising of tomorrow.<\/p>\r\n\r\n\r\n\r\n

According to British digital advertising specialists IAB, tomorrow’s audio advertising will be more adaptive and much more relevant. \u201cCreatives will be able to find the perfect tune to meet their branding needs, every time, at the touch of a button \u2013 and with none of the trade-offs that traditionally characterize soundbed1<\/a><\/sup>selection.\u201d<\/p>\r\n\r\n\r\n\r\n

\u201cMedia buyers will be able to seamlessly scale campaigns across publishers, platforms, and even demographics. Consumers will experience audio advertising as a seamlessly integrated part of their listening journey.\u201d<\/p>\r\n\r\n\r\n\r\n

The relevance of dynamic audio advertising and artificial intelligence<\/h2>\r\n\r\n\r\n\r\n

As IABUK (above) explains, the benefits of dynamic audio are already clear. \u201cAdvertisers have long seen the advantages of creating personalized audio experiences, but the costs of producing and scaling such campaigns were prohibitive. Quite simply, the technology didn\u2019t exist.\u201d<\/p>\r\n\r\n\r\n\r\n

So what changed the scene? It was the advent of artificial intelligence and its growing application in the audio recording and playback field. It now gives those working in the audio field the capabilities to use \u201ca broad pallet of sounds spanning voice, music, samples, beats, effects and more\u201d (above).<\/p>\r\n\r\n\r\n\r\n

These days, artificial intelligence in audio or, in trade jargon, machine learning-enabled dynamic audio:<\/p>\r\n\r\n\r\n\r\n