Adobe Advertising Cloud Teams With TuneIn To Prove Targeted Audio Ads Via Smart Speakers Is Scalable
Why aim audio ads at smart speakers now? "Almost 80 percent of audio is consumed in places that visual media can’t reach users,” says Adobe Advertising Cloud’s Siddhant Bhatia.
As voice-activated smart speakers have made the leap from the smartphone to the Smart Home and the Connected Car and even the “connected hotel room,” advertisers and platforms are racing to capture the 180 million streaming media listeners that make up 64 percent of the U.S. population (a number that rose 12 percent, according to a March 2018 Edison Research/Triton report.)
That dynamic and those numbers are behind an expanded partnership between Adobe Advertising Cloud and audio streaming service TuneIn.
The alliance, struck at the end of June, builds on Adobe’s demand-side platform that TuneIn has used to target video ads to consumers. In this case, the new capabilities are focused aiming audio ads via consumers’ “smart devices” like Amazon’s Echo, Google Home, and Apple’s HomePod.
In terms of scale, TuneIn brings Adobe Advertising Cloud clients a global streaming media audience that currently includes over 75 million listeners and over 120,000 streaming radio stations that present access to live sports, up-to-the-minute news, curated music, and millions of podcasts.
While the Amazon, Google, and Apple smart devices don’t have any dedicated advertising programs that allow marketers to purchase placements directly on the devices as consumers listen, Adobe Advertising Cloud instead builds the targeting on streaming versions of live audio-casts that is predicated on “contextual ads.”
As to whether audio ads intended to take advantage of the increasing audience penetration of smart devices can meaningfully connect brands and audiences, we touched base with Siddhant Bhatia, Product Marketing Manager for Adobe Advertising Cloud, to make the case.
GeoMarketing: What is the state of audio ads and what is the role of smart speakers as marketing vehicles? Is the ability to target listeners via smart speakers actionable now for brands? How?
Siddhant Bhatia: Adobe Advertising Cloud’s integration with TuneIn is helping brands make digital audio — including on smart speakers — part of their cross-channel strategy.
And yes, it’s actionable — all Adobe Advertising Cloud customers can now access the inventory for private, direct deals. It’s an important first-to-market step towards being able to activate and attribute audio ads to voice-command purchases through these devices.
What is the benefit of working with TuneIn?
We first launched automated, data-driven buying of digital audio ads last year and TuneIn has been a key partner. TuneIn has over 75 million users globally and is available not just on smart speakers but also hundreds of home, car and portable devices offering news, music, sports, podcasts and more. They’re helping us give marketers a way to plan, buy, and measure digital audio advertising in all of its forms.
What sort of brands will this program initially focus on? Are there any particular ad categories that are especially able to take advantage of audio ad targeting?
AB InBev tested the offering as well as hundreds other brands across automotive, CPG and financial services verticals.
Are there any other Adobe programs that the audio targeting can complement? Are brands encouraged to create distinct audio ads under Adobe or can ads from other platforms be repurposed?
We’ve seen brands both repurpose existing radio and video ads and create custom ads based on which devices and channels they’re running on.
What’s especially exciting about digital audio in particular is that clients are seeing incremental reach nearly unrivaled by other formats — so ads are reaching people that TV or video ads are missing or not reaching at a high enough frequency for ads to work. Almost 80 percent of audio is consumed in places that visual media can’t reach users.
Is the nature of the targeting solely contextual, or can Adobe audio ads be targeted based on location or other attributes?
At launch, targeting on smart speakers is contextual — by device and station (i.e. mood-based, like “pool party,” or genre-based, like “country roads”).
Broadly, Adobe Advertising Cloud offers advertisers a wealth of targeting for digital audio and video ads on other devices. Marketers can leverage our native integration with Adobe Analytics Cloud to target using their own first-party data, or leverage leading third-party targeting and audience verification partners.