So that publishers can better monetize their audio inventories and generate more demand from advertisers, the Google Ad Manager now provides extended support for audio ads – right up to Programmatic Guaranteed.
Audio advertising is one of the oldest forms of advertising, but in the digital space, it often lags behind display advertising when it comes to monetization. But Google now wants to help publishers to market their audio inventories – whether in the music stream, podcast or digital radio – more efficiently. Google Ads Manager introduces new features to support audio ads, including Dynamic Ad Insertion for audio, programmatic monetization, and new audio forecasting tools.
Publishers can monetize inventory across formats with Google Ads Manager.
Carol Walport is product manager for the Google Ad Manager and explains in the blog post that the new audio features in the Ad Manager are currently in the beta phase. With these, publishers can develop a cross-format monetization strategy that can give a boost to the marketing of audio inventories in particular. Because the ad manager partners now have the opportunity to manage all their inventories in one place. Depending on how a user interacts with content in a certain environment, the most suitable advertising solution can be played out.
Walport gives a concrete example: If a user interacts directly with a streaming app for music, the ad manager could play a video ad. However, if this streaming app is running in the background, the display of a pure audio ad is also an option.
In addition, Dynamic Ad Insertion offers the option of integrating ads for audio inventories into live streams on different devices – regardless of how a user receives the audio content. Google wants to ensure that the right ad can be displayed at the right time, in the right environment and on the right device; so that the user gets a good ad experience, while the publisher monetizes his inventory in a targeted manner.
The audio streaming service TuneIn already uses the new features of the Google Ad Manager to manage the entire inventory across different formats. Kellan Barke, Director of Monetization at TuneIn, emphasizes:
We use Google Ad Manager to monetize all of our inventory programmatically across audio, display, and video. This has helped us to streamline our business by increasing operational efficiency, monetize more effectively, and provide a better user experience with more relevant ads.
Programmatic audio ads increase advertiser demand.
In Google’s Ad Manager partners can choose whether their inventories will be sold through direct sales, an open or private auction, or even through the Programmatic Guaranteed option. Now the new monetization option via programmatic sales ensures that publishers can better control and use the demand from so-called authorized buyers for audio inventories, for example in the area of Display & Video 360 and in the future also in the area of Google Ads. This should potentially increase the utilization of the audio inventory and thus also the revenue.
For example, publishers can use the new audio campaign settings to create specific line items for audio inventories, while advertisers can create audio-specific campaign types for the Display & Video 360 area in the Audio Marketplace.
Streaming giant Spotify also relies on the Programmatic-Guaranteed-first approach from Google Ad Manager.
Selling our audio inventory through Programmatic Guaranteed has allowed us to bring parity between reservations and programmatic,
explains Greta Lawn, Head of Global Automation Sales at Spotify.
It’s helped us make audio inventory available to more advertisers and grow revenue.
New forecasting tools allow an isolated view of audio ad performance.
In order to be able to bring the audio inventory and audio ads even more into focus, Google is launching new forecasting tools in the Ad Manager, especially for this context. With the help of these tools, the audio formats can be viewed in isolation, including the availability of audio inventories and the specific performance of audio ads. Historical data from the publisher’s audio inventory is used for this purpose. Seasonality is also included, as Google indicates. In this way, it should be possible to predict how many audio impressions the publisher could provide. These insights are of great relevance to the management and monetization of audio inventories.
For the near future, Google also promises further options to better monetize audio content. A podcast ads pilot is currently being tested with AdSense partners. And further solutions for podcast ads are being worked on. Whether podcasts, smart speakers or connected devices, the audio environment is growing and increasingly delivering new inventories that publishers can use for income. With its new features and possible upcoming updates, Google is already delivering noteworthy approaches to monetization.