Triton Digital! Programmatic Audio!

Transcription

1 Triton Digital Programmatic Audio

2 About Triton Digital Launched in 2006, Triton is the leading tech provider to the digital audio industry. We provide audio publishers the software and technology to build audiences and revenues globally. In 2013, we paved the way for growth in audio advertising by launching a2x, the world s first programmatic audio advertising exchange. Today a2x has over 150 publishers and operates in key markets around the world.

3 a2x - Premium Publishing Partners

4 Audio Landscape

5 The Evolution of Audio The Evolution of Audio Radio Walkman Discman ipod Smartphone

6 There Are Many Facets That Make Up the World of Audio Triton Digital Broadcast Satellite Streaming Audio distributed via the radio waves Digital audio transmitted via orbiting satellite Digital audio transmitted via the internet Live Streams Podcasts Pure Play/ On-Demand Streams

7 The Way Audiences Consume Audio Has Changed Desktop Game Console Mobile Fridge Tablet In-Home In-Car TV

8 What Does This Mean For Marketers and Agencies? Mobility creates a personal connection on a global scale Apps exist with their consumers and engage with them throughout their day Powerful connections with engaged audiences + rich data for targeting... a marketer s dream

9 A Unique Opportunity 9

10 Audio Has the Power to Serve Many Roles in Consumers Lives Connect Bring Back Memories Entertain Educate Community Encourage Action Soundtrack to Your Day

11 Audio Has the Power to Make You Feel Something Audio is one of the most intimate forms of media because you are constantly building your own images of the narrative in your mind and you re creating your own production. Memory encoding for audio ads 220% higher than other channels. Sources: The Atlantic, April 2015, The Emotional Appeal of Listening, Lightwave +iheart Research 2015, Impact of Sound on Consumers and Ad campaigns 11

12 Audio Listening Behaviors An Estimated 61% of Americans (170M) Listen to Digital Audio Monthly 57% 53% 47% 45% 39% 34% 61% Digital Audio Reaches Out Of Home Audiences 27% 27% 21% 20% 21% 12% 17% 16% 15% 5% 7% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 ' Source: Edison Research, Infinite Dial 2017 Percent listening to Online Radio in last month, Ages 12+ Source: Webcast Metrics, August Hourly Average Active Sessions, M-F Weekly Time Spent A Highly Mobile Listening Has More than Doubled 6:13 14:39 Audience with 77% of Listening Taking Place 77% in Past 9 Years on a Mobile Device Source: Edison Research, Infinite Dial 2017 Weekly Listeners, Ages 12+ Source: Webcast Metrics, June Ranker, M-F 6A-8P

13 Digital Audio Ad Budgets Are Growing What percentage of your advertising budget or inventory do you estimate is accounted for by digital audio? Base: All respondents, 523: those who use or plan to use programmatic, 348 Ad Age and The Trade Desk Programmatic And The Rise Of Digital Audio, September 2016

14 Why Audio is at a Tipping Point for Programmatic How important is each of the following when it comes to your thinking that audio is the format that will propel programmatic and may be the tipping point for marketers? Base: 87, those who rated this as extremely important. Scale of 1-10 where 1 = not at all important and 10 = extremely important (chart based on 8-10 rating) Ad Age and The Trade Desk Programmatic And The Rise Of Digital Audio, September 2016

15 Programmatic Audio Buying Dynamics Transacting Buy audio on your own terms. The Programmatic Audio marketplace supports real-time bidding and programmatic direct. Targeting Deliver one-to-one ads direct to listener. Target by Geo, Age, Gender, Cookie/Ad ID, Device, Format, Genre or Playlist. Creative Get your message heard. Utilize :10/:15/:30 second audio ads with companion banners. Buying Digital Audio Do s Do Consider Reach and Frequency to Build Recall Do Utilize Frequency Capping Where Available for Addressable Audience Do have Multiple Creatives & Provide a. Call to Action Specific to Digital Do Use Tracking for Both Audio and Companion Units Do Track Your Campaign From Launch For Most Detailed Reporting

16 Think holistically about your ideal media mix run complimentary strategies. Add audio to your omni-channel plan.

17 Advanced Tracking 3 rd Party Audio Tracking (DCM, Sizmek, Atlas, Vindico, AdTech & more) Triton recommends 1x1 tracker on audio and separate set of display trackers; run a 3rd party banner that will wrap creative and tracking into one package. Exposure Attribution (Lotame, BlueKai, exelate, Convertro, Adometry, Floodlight) Audience Validation (Nielsen DAR, Comscore vce) Brand Studies (Millward Brown Dynamic Logic, Nielsen Vizu)

18 Proven Results Digital Audio Drives Lift Advertiser: Consumer Credit Card Objective: Build brand and engage with two highly valued tasks at site. Track KPIs via cookie and Ad ID over a 30 day window. Results: When audio was added to the overall mix, they saw a 4.1x increase in engagement of the KPIs, proving that audio drives lift when in concert with other 0.060% 0.050% 0.040% 0.030% 0.020% 0.010% 4.1x programmatic channels % Baseline (Premium Video and Display) Programmatic Audio

19 Reasons to Add Programmatic Audio A powerful compliment to other programmatic channels Doesn t fight for attention Highly engaged and tuned-in audience Listener level targeting Strong ad recall

20 Appendix

21 Global Operating Partners United States Australia, New Zealand Latin America Belgium, Denmark, Finland, Greece, Iceland, Ireland, Italy, Norway, Portugal, Sweden, Switzerland Japan Canada

22 Fraud-Free Ad Stitching Technology Our ad-stitching technology integrates the audio ad on the server-side making the ad a native part of the stream eliminating detection from ad-blocking software Broadcast Encoding Network Player / App User Live stream is broadcasted Broadcast is encoded with programmatic programming breaks defined Ad Serving Ads are stitched into the stream replacing the original broadcast ads A unique stream is delivered to each player/ app with targeted ads stitched directly into the content eliminating detection by ad-blocking software The user experiences a seamless ad-supported listening experience Ad Decisioning Campaign s requirements and audience profile are utilized to select targeted audio ads

23 IAB DAAST Compliance What Is It? The Digital Audio Ad Serving Template (DAAST), is the IAB s first technical solution addressing the fragmented audio advertising market. DAAST utilizes principles learned from the organization s highly successful Digital Video Ad Serving Template (VAST). What Does It Mean? DAAST ensures a standard set of specifications for audio ad delivery, execution, and reporting across a wide variety of devices and platforms. How Did We Achieve It? DAAST requires audio players to support linear ads and one or more of the following ad formats: Companion ads, Ad pods & Skippable ads