Digital audio advertising
Smart speakers, digital radio, streaming services. Digital audio advertising covers a lot of bases. Become one with the playlist, and make your brand heard.
Digital audio advertising has been around for quite a long time now. Spotify launched in 2006 and before that there were the wild west days of Napster. These days we have Apple, Soundcloud, YouTube, Deezer, Tidal, Pandora and smart speakers popping up in homes across the land.
It wasn’t until June 2014 that these disparate audio ecosystems coalesced into a coherent environment for advertisers, thanks to the launch of Global's Digital Audio Exchange (Dax).
Dax changed the game for digital audio, allowing advertisers to programmatically access inventory from across Global's audio portfolio (including live digital radio and podcasts) and most major streaming platforms.
Dax was the first, but it isn’t the only digital audio exchange. These days, most major programmatic trading platforms have digital audio options, and the likes of Spotify have their own ad platforms with premium placements available to advertisers who deal direct.
Digital audio advertising offers brands targeting precision, huge scale and an immersive, attentive environment. And if that isn’t enough, it's measurable and proven to be effective, with solutions like Dax's Listener ID helping advertisers understand the impact of their digital audio campaigns.
If that sounds too good to be true, you can always ask Alexa for a second opinion, we're confident she'll agree with us!
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YouTube / Paid Search / Paid Social / Radio
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FAQs
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Digital audio advertising involves promoting products or services through audio ads delivered via streaming platforms, podcasts, or digital radio. These ads can be played on platforms like Spotify, Apple Music, podcasts, and other digital audio services, targeting listeners based on demographics, interests, and behaviours.
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Highly engaged audience – Listeners are often focused on the content and less likely to skip ads.
Targeted reach – Advertisers can use data to target specific audiences based on listening habits, location, and interests.
Cost-effective – Digital audio advertising can offer competitive pricing compared to traditional media channels.
Scalable – Ads can be delivered to a broad or niche audience, depending on campaign needs.
Cross-platform integration – Audio ads can be seamlessly integrated across devices, such as mobile phones, smart speakers, and desktops. -
The cost of digital audio advertising depends on factors such as the platform, ad duration, and targeting options. Generally, costs are based on a CPM (cost per thousand impressions) model, with prices ranging from £10 to £30 per 1,000 impressions. More targeted campaigns, such as those using advanced demographic or behavioural data, may incur higher costs.
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Pre-roll ads – Short ads played before the content starts, typically lasting 15–30 seconds.
Mid-roll ads – Played during the content, offering higher engagement rates.
Post-roll ads – Played at the end of the content, ideal for reinforcing brand messaging.
Host-read ads – In podcasts, ads read by the host, which tend to feel more personal and authentic to listeners.
Programmatic ads – Ads that are dynamically inserted into streaming content based on audience targeting data.
To get started you can call 01598 760700
or email [email protected]
