In the last several years, podcast ad spending has grown significantly. Projections show ad revenue surpassing $1 billion by the end of 2021! The meteoric rise is paving the way for new forms of marketing within this platform.

One example is programmatic advertising. But what is it, and what are its benefits? Keep reading to find out!

What is Programmatic Audio Advertising?

This type of advertising is relatively new to podcasting, but it's been around in other media for quite some time. With traditional podcasts ads, hosts will read from a script or play a pre-recorded ad at set times during the show. It's akin to old-school commercials on over-the-air television. For more information about programmatic audio advertising, check out this website.

There's nothing wrong with traditional audio advertising. However, many view it as inflexible and static.

With programmatic advertising, marketing efforts are more dynamic. Pre-recorded ads change in real-time, targeting listeners based on their behavior and activity. It's the same technology you'll find in targeted ads for social media and search engines.

How is Programmatic Audio Advertising Beneficial?

The biggest draw for this type of advertising is its impact. When you use traditional static ads, you may or may not reach an audience interested in the product or service. While you can use listener data to get a good idea of who's tuning in, there's less precision involved.

Programmatic advertising caters to every listener. The technology makes adjustments based on device, geo-location, listening history, and more to ensure that the ad has a strong impression. Not only is there a better chance of conversion, but a podcast's audience will appreciate getting advertisements they might like.

As a whole, programmatic advertising is more cost-effective. Advertisers don't have to pay for hit-or-miss large-scale campaigns. The targeted nature of programmatic ads puts your content in the ears of your primary demographic, providing more bang for your advertising buck!

The Future of Podcast Advertising

The podcast industry continues to evolve. As ad spending increases even more in the coming years, you'll start to see widespread use of programmatic advertising. It's beneficial to all parties involved, so why not give it a try?

Read a similar article about podcast marketing strategy here at this page.