Google has announced that DoubleClick Bid Manager customers can now buy digital audio ads and reach a wider audience through the popular music streaming services.
Enabling professional marketers to access ad inventory from streaming services such as Spotify, Google Play Music, SoundCloud and TuneIn, the new change provides companies an option to run audio and digital campaigns together in one place.
Zuzanna Gierlinska, Head of Programmatic, Europe at Spotify said:
We are thrilled to see DoubleClick embracing programmatic audio. This launch makes it possible for Bid Manager customers to reach Spotify’s highly engaged audience across video, display and audio formats.
As DoubleClick Product Manager Jean-Claude Homawoo shared in the announcement, research from WideOrbit shows that 85% of US radio buyers are interested in buying audio ads in real-time to better reach their core consumers. Over half of US radio buyers believe that buying audio ads programmatically streamlines workflows and 75% believe it provides the benefits of real-time optimization and reporting.
Chris Blackburn, Head of Global Sales and Partnerships, SoundCloud said:
As a company whose foundation is in audio, we deeply understand the medium’s impact and recognize why it has quickly become the most personalized way for brands to connect with their audiences – including our own highly engaged and influential community of tastemakers.
SoundCloud is thrilled to be working closely with DoubleClick at the forefront of the development of their audio programmatic solution. This is a huge milestone for the digital marketing industry and for the evolution of audio advertising.
As music streaming services are becoming more popular day by day, it can be said that the new move from DoubleClick will likely receive a great deal of attention from brands who are already aware of the importance of tailored audio solutions.