Audio OOH enables advertisers to reach the right audience, and reporting tools can help them decipher how their audio ad influences a customer’s path to purchase. This type of product-level transactional data will be crucial as advertisers continue to clash with harsh but growing privacy regulations.
With so many hours in the day, people are getting screened out. That’s why audio is coming back with a vengeance.
We’ve all heard of out-of-home advertising: staples such as billboards and subway ads. Audio is one of the oldest forms of advertising, from terrestrial radio to pandora. Shopper marketing has been around for decades to steer in-store shoppers with last-mile messaging.
These are all common staples of local advertising. But combine them, and you may have something interesting. This combination of OOH, audio, and shopper marketing is what Vibenomics calls audio out-of-home. It gives retailers a way to more intelligently monetize the soundwave inventory in their locations through targeted messaging.
The fact that this was an open practice that at least some consumers simply did not understand they were either opting into or automatically participating in points to calls for greater transparency and regulation. Google says it “fell short” of its “high standards” on the issue, but legislation like Europe’s GDPR, CCPA, and legislation in some 10 other US states indicates those standards may be imposed on tech companies by government agencies going forward.
Automotive OEMs have bulk data plans with cellular carriers primarily for collecting vehicle diagnostic data (e.g. mileage, engine warnings, etc.). As a result, it is now possible to capture data from millions of vehicles. This presents an opportunity to capture exponentially larger audio data sample sizes, especially for AM/FM radio, which will fundamentally change audience measurement, ad attribution, and program insights. While data today is primarily audio listening, the introduction of autonomous vehicles will result in significant consumption of video that can be measured in a similar way to audio.
This year, we saw the rise of three elements of technology-driven outcomes that, I’d suggest, represent a triad of innovation — and those elements are agility, speed, and the product-development capabilities to allow early-adopting brands to actually access emerging marketplaces (such as audio, as we saw this year). The first two terms are interconnected, and each fuels the drive for innovative products that big-name brands are beta-testing already.
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… DoubleClick Bid Manager Opens Up Digital Audio Ad Buying Globally… In the Post-Facebook Era, Publishers See Rise in Direct Traffic… Mobile App Header Bidding Expands Monetization Opportunities for Publishers…