Marketers Crank Up the Audio Advertising in 2019

It is common to associate programmatic advertising tactics with visual display advertisements. Whether it be a targeted ad on a billboard, a television screen, or a social media app, we have grown accustomed to seeing positioned photo or video campaigns that speak volumes about who we are as consumers and where our interests lie. Programmatic audio will join the messaging lineup this year and become a critical asset when it comes to establishing a holistic digital strategy. As 28% of Americans listen to podcasts monthly and 57% listen to streams every week, it is becoming increasingly evident that consumers can engage with media without staring at phone screens or looking into the darkened abyss of televisions. For consumers, this year is all about listening. For digital advertisers, it’s all about audio.

Investing time and energy into programmatic audio is new for the US, despite the trend’s rapid growth. Though the industry is still evolving when it comes to standardized capabilities, brands are seeing the results of powerful audio advertisements and are eager to learn where they can optimize ads for their own campaigns. In 2018, for instance, 73 million people tuned in monthly to a podcast. Many of these listeners were ‘power users,’ or those who tuned in multiple times a month, and their numbers continue to grow by the year. From 3.3 million in 2013 to 48 million in 2018, these podcast fans are profitable and spend a massive chunk of time “listening” via headphones, car radios, and voice-activated speakers. What’s even more impressive about audio advertising is that the ‘listening experience’ is already a heavily customized one. Consumers engage with podcasts and playlists that reflect their moods, interests, and goals, making audio an incredible outlet for brands to reach buyers in a personal way.


Are Radio and Audio Platforms Going Programmatic?

Spotify is a major contributor when it comes to this year’s audio craze. The app launched programmatic capabilities in 2016 that now make up 20 to 25% of the platform’s revenue. Because of this, and because of being deemed the #1 app to offer podcasts, Spotify continues to transform and expand its targeting capabilities. The service plans to test an ‘audience upload’ feature, for example, that will allow a number of brands to insert their own obtained audience data into the app. This will allow advertisers to filter through some 100 million ad-supported users to reach the strongest, most promising audience possible. The opportunities are ample as Spotify continues to focus more on its podcast offerings. There are already more than 170,000 for users to choose from, but more exclusive podcasts are in store as the app seeks to stand farther and farther apart from competitors.

Pandora, a little late to the audio party, is beginning to make substantial moves in the right direction. The app only began to provide programmatic capabilities last year, but it is already considered Ad Age’s #2 app to offer podcasts. Its reputation became especially attractive with the acquisition of AdsWizz – the industry’s largest programmatic audio exchange – last March for $114 million. This newfound ownership, along with more than 100,000 podcast channels, makes Pandora a valuable outlet to pursue programmatic audio. Its appeal is only enhanced with a Music Genome Project that offers songs and entire channels to users based off of 1,500+ incoming signals.

“Audio is the fastest growing format in digital advertising and the marketplace is rapidly evolving,” said Pandora CEO, Roger Lynch.

2019 Programmatic Media Buying Trends

Programmatic audio is a media channel that will continue to evolve and grow in importance for advertisers as ear time begins to overstep screen time. Rather than copying and pasting standardized messages into podcasts, marketers should be paying attention to this 2019 trend to explore how and where they can programmatically reach audiences with one-of-a-kind introductions. According to eMarketer, those in the US spend around 52 minutes day listening to audio in some shape or form. To reach these users where they’re at, (or, in this case, where they’re listening,) is a necessity as technology continues to advance and more consumers plug in to an audio-filled world that fulfills their needs and wants.

Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographic here.

Digilant Releases New Infographic: 2019 Top Ten Trends for Programmatic Advertising

Visual Guide for 2019 Digital Media Planning

 
Boston, January 31, 2019 —-  Today, Digilant – a programmatic media buying services company – released a Top Programmatic Media Buying Trends of 2019  infographic. The exhibit outlines everything media buyers need to consider when planning media budgets for the year.

In this infographic, Digilant has summarized all of the most important digital advertising trends for 2019 — including voice marketing, shoppable ads and programmatic in-housing — into one easy-to-read page. With the constant evolution of technology in the advertising and media world, it is more critical than ever for advertisers to be aware of current trends, and more importantly, the tactical nuances that will require adaptation in the coming months.  With that backdrop in mind, Digilant’s infographic aims to help media buyers grasp the most important developments in programmatic advertising.

Key 2019 Trends

Today’s consumers are spending more time than ever on personal devices and are invested in their voice assistants, which have quickly become an integral part of our everyday lives. “The voice technology category is evolving rapidly and will affect the digital marketing landscape in a similar way that mobile devices and smartphones did a decade ago—except maybe faster and more pervasively,” says Raquel Rosenthal, CEO of Digilant, global digital media company.

While voice technology is forecast to have a breakout year in 2019, it is just one of ten key trends that Digilant identified in an effort keep clients and partners informed about marketplace developments and be successful in the coming year and beyond.  As a leading programmatic marketing company, Digilant is constantly assessing the media marketplace to understand threats and opportunities, and take advantage of new channels, formats, and categories.

Voice, Digital Out of Home (OOH), Audio and programmatic TV are just of few of the trends included in our analysis.  The top ten programmatic media buying trends for 2019 include:

  1. Prepare to embrace Voice Marketing as a new channel: Over 56 million smart speakers were shipped in 2018.
  2. Programmatic TV is seriously on the rise: eMarketer predicts U.S. advertisers will buy $3.8 billion in programmatic TV ads in 2019.
  3. Advertisers get serious about audio advertising: US people devote an average of 3.6 hours to their mobile device very day and 52 minutes of that is audio.
  4. Shoppable ads are taking off: Snapchatters are 20% more likely to make purchases on a mobile device after engaging with an ad.
  5. Digital Out of Home (DOOH) goes programmatic: 48% of consumers are more willing to click on a banner after being exposed to an DOOH ad.
  6. Media Buyers are using Artificial Intelligence (AI) for media optimization: 4 in 10 advertisers are using AI for better audience segmentation and media spend optimization.
  7. Agencies are consolidating their media and DSP partners: Less platforms cuts down on the ad tech tax.
  8. Showing fees is a growing imperative for ad buyers: Agencies are pushing for more transparent relationships.
  9. CMOs want programmatic as a skill in-house: 78% of U.S. digital display ad dollars were bought programmatically in 2018, which is predicted to grow in 2019.
  10. More brands will be bringing their media in-house vs. 2018: 64% of people that took Forrester’s ‘In-House Agency Forum” survey said that they used in-house agencies in 2019.

The digital landscape is evolving at a breakneck pace – marketers of every type are racing to keep up with the latest trends in digital technology. Many trust focused media buying expert to ferret out opportunities, and guard against aggressive upstarts. Digilant’s infographic gives digital advertisers the information they need to help make 2019 a success.

Download the full infographic here.
 
About Digilant
 
Digilant is a programmatic buying company, designed for both agencies and brands. We connect people and technology to create a perfect blend of strategy, insight and efficiency that will elevate any marketing team to find massive success. We also support advertisers who are moving towards programmatic self-sufficiency by aligning with and training them on the right set of programmatic platforms and technologies.

Using MAIA – Marketing, Artificial Intelligence and Analytics – the harmonious combination of machine power and human expertise behind all things DIGILANT, we intelligently navigate massive data sets. MAIA enables marketers to use data as a currency to generate more efficient media buys, make better informed decisions, optimize and drive performance across all digital channels and campaigns.

Digilant is an ispDigital Group Company.  For more information, visit us at www.digilant.com, read our blog or follow us on Twitter @Digilant_US.

2019 Super Bowl Infographic – What Media Buyers Need to Know to Prepare for the Big Game

Your Guide to the 2019 Super Bowl

Over the weekend, the Patriots and Rams claimed their spots in Super Bowl LIII, and now, with the game less than two weeks away, fan will start preparing and planning for the biggest sporting event of the year.  Every year the Super Bowl sparks new conversations and buzz, so, as advertisers and media buyers, planning ahead and tuning in throughout the entire game is essential. It is important to stay up to date on the latest trends, conversations and consumer habits related to the game. Whether in a category directly related to the game or not, the Super Bowl is the perfect time to resonate with fans and join in on the “unofficial national holiday.”   In order to help you prepare for the game, Digilant’s Global Analysts team analyzed last year’s media trends, consumer data, and shopping habits to showcase the biggest trends and appeals of the Super Bowl. We put this all together to help organize your 2019 Super Bowl media and advertising plan.

In this infographic, you’ll learn:

  • How many people watched last year’s game and their motives behind tuning in?
  • How much mid-game television ads cost?
  • The impact the game has on social media?
  • How much consumers spend in preparation for the game?
  • What consumers spend money on – from food to alcohol and even new TVs, people go all out for the game of the year?

Download the COMPLETE SUPER BOWL INSIGHTS INFOGRAPHIC to uncover important insights!

2018 Holiday Shopper Insights with Media Planning Infographic

Fall is upon us and family and friends are preparing for gatherings and gift giving, which means marketers need to prepare to launch effective digital media buying campaigns that maximize ROAS during the 2018 Holiday Season. eMarketer predicts that Holiday eCommerce sales will increase by 15.3% from last year and advertisers need to be aware of the evolving purchase locations and behaviors of digital consumers to take advantage of this annual spike in retail spending.

Your Guide to the 2018 Winter Holiday Season

Digilant’s Global Analytics team, combined industry consumer data together with intelligence from last year’s media buying trends and campaign performance results, to determine best practices for advertisers ramping up their 2018 Winter Holiday digital media campaigns.   In this infographic, you’ll learn:

  • Consumer shopping patterns during Thanksgiving weekend
  • Consumer media consumption and research methods during this same weekend
  • Key dates for media spend and online shopper conversions
  • How to better reach your target audience using geolocation and other advanced tactics this winter season?
  • How to best leverage walled-gardens like Amazon to drive conversions during peak online shopping days?

Download the COMPLETE HOLIDAY SHOPPER INSIGHTS INFOGRAPHIC to uncover insights to kick-start your Holiday Media Planning!

 

FIFA World Cup 2018 Infographic: Facts and Figures for Digital Media Buyers

The FIFA World Cup is the most watched sporting event in the entire world. It attracts an audience in over 200 countries. The Super Bowl, which is the most watched sporting event in the United States, had an audience of 111.5 million viewers in 2018. Meanwhile, 909.6 million people tuned into the World Cup Final in 2014 for at least one minute. That’s over eight times the amount of viewers for the FIFA World Cup and that didn’t even account for the entire tournament.
       
The 2014 FIFA World Cup reached an audience of 3.2 billion viewers. That number is expected to rise to 3.5 billion for this year’s tournament. Being that it is a global event, it attracts an outrageous number of viewers at the same time creating fantastic opportunities for marketers and advertisers to target massive audiences and also reach a large amount of different demographics.

Advertisers usually reach and target their audiences on a national scale but now they have the opportunity to be on a global stage right alongside the best soccer teams in the world and the best and newest TV technology.  

It is especially exciting considering all the different ways fans will be able to watch the games this year. Whether it is at the stadium, at home, at a store, or at the bar, you can be sure that people will be watching one way or another. Since the last World Cup, mobile has increased in functionality mainly in that fans can and will watch games from their phones. It is certain that mobile device use will increase compared to the last tournament for watching the games.  For digital marketers that’s an important trend to be aware of, as they carefully plan their media buys to target consumers when and where they will be most engaged. And if you are new to programmatic advertising then there is no time like the present, as the audience is huge and the opportunity for eyeballs like this doesn’t present itself that often

“We are proud to say that this FIFA World Cup has been the biggest multimedia sporting event in history, with more people watching matches and highlights online than ever before.”  – Niclas Ericson, FIFA Director of TV

 

Digilant’s FIFA 2018 Digital Advertising Infographic covers who the consumers are, social media trends, how the content is consumed and by who, and more!
We’re not giving you odds for each game but predictions for reach and social media mentions. Just like how fans are going to track their favorite teams, we’ll be tracking media spend, audience engagement, and all things digital. Enjoy the games!

Download the full infographic here and don’t forget to share #DigilantData.

Interested in learning more about how the impact on social media during the World Cup? Check out Part 2 of our FIFA World Cup 2018 Infographic series here.

10 Programmatic Media Buying Trends for 2018 That You Need to Know About

As we kick off 2018, it’s important as marketers, media buyers or media planners to be confident that we are making the right choices, spending valuable dollars in the right places and overall making the returns for those dollars that everyone is expecting.  How do we know for sure we made the right decisions?  We read, we discuss and we read some more on what’s next and how we can outsmart others by being ahead of the trends or implementing the newest ad technology before anyone realized they even needed it.

Our team at Digilant has spent a good amount of time doing the research for you.  We narrowed it down to 10 big trends we know will affect programmatic media buyers this year.  In 2018 you will be hearing a lot of talk about in-housing, ads.txt, OTT, DOOH, native, transparency, attribution and how digital media buying will be going fully programmatic in the next couple of years. We will cover all these topics and more over the next couple of weeks but in the meantime we offer you 10 things you need to know about programmatic for 2018.

Download the full infographic here or read it below. 
If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed and get going.  Need more information you can also reach out to us here.

Super Bowl 2018 Infographic – A Digital Marketer’s Playbook Part 1

Despite the recent exodus of many television viewers from broadcast TV, on Sunday, February 4th it’ll be hard to come by someone who doesn’t plan to tune in to Super Bowl LII on NBC at 6:30pm EST. Whether you’re a religious football follower or a fairweather fan, a cable subscriber or a cord-cutter, you’ll probably check in to make sure that your preferred team stays ahead or to catch a glimpse of some of the most engaging commercials of the year. Reigning in an average of 111.3 million viewers last year, Super Bowl LI was the fifth most-watched tv broadcast in history.


However, it’s not just on game day and during TV ad time that advertisers can cash in on the Super Bowl fanfare. As the AFC & NFC Championship games on Sunday approach  and fans firm up their plans for the big game, digital media buyers have a phenomenal opportunity to tap into this audience through tactfully planned campaigns with both incredible reach and precision. In this first segment of #DigilantData’s 2018 Super Bowl Infographic, we’ve laid out who your digital media campaigns should reach and what these consumers are looking to purchase.

One of the first things to note when planning your digital media buying for these weeks leading up to the Super Bowl is the increasing diversity in demographics that the event attracts. According to Reuters, female viewership increased 26% from 2009 to 2013 and last year 45% of the audience were women. There’s also a growing number of younger fans that are beginning to watch and host gatherings. In 2015, 69% of NFL fans were millennials and 26% of millennial Super Bowl viewers declared that they solely watch to see the ads. It’s important that digital advertisers reflect these broadening demographics and the diversity of the audience in their creative and strategy.

For marketers that want to score a touchdown and get the biggest return for their digital advertising dollars before football season comes to a close, they need to get smarter by diving into the data. Digilant is here to help.  This post is the first in a two part series of infographics that reveal everything you need to know about Super Bowl viewers and consumers.

Our first infographic covers the following information:

  1. Who are the customers?
    • 74% male
    • 69% female
  2. What are they shopping for?
    • 79.5% food & beverage
    • 10.7% team apparel & accessories
    • 7.7%%  TV
    • 7.7% decorations
    • 3.3% furniture
  3. When  do they shop?
    • Last minute, with the exception of beer
    • Friday & Saturday: apparel, decorations, furniture, & TV’s
    • Sunday: food & beverages

 

Download the full Super Bowl Infographic Here! Don’t forget to share #DigilantData.

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