IS DIGITAL AUDIO THE NEW RADIO?

Is Digital Audio the New Radio?

May 9, 2018

Digital Audio is converting traditional radio listeners to In-App Digital Device listeners at a rapid pace. Any business who previously invested in radio advertising, or companies who had interest in radio but could not afford it, now have opportunity to reach millions of digital audio listeners with their brands.

Digital Audio is NOT just about music, in fact more and more people are listening to Podcasts, News, Talk and Sports, as well as Financial News, Health and Weather.

Winstar Interactive connects brands to their desired audience using an omni-channel digital marketing approach. Through the Winstar digital platform marketers gain access to billions of location enabled impressions and extensive audience data segments. Our technology offered through our DSP platform allows access to the largest scale of digital audio in our industry through publisher exchanges and trading desks integrating with top-tier audio inventory providers.

The expansion and popularity of digital audio will continue to grow giving advertisers many more options to consider in their audience and demographic targeting when compared to traditional radio. The graph below indicates how digital audio and podcast listening has grown since 2000 and will continue to grow at a fast pace.

Why NOW is so exciting for Digital Audio?

“79% of audio consumption takes place while people are engaged in activities where visual media cannot reach the user.”

– Nielsen, IAB Digital Audio Buyers Guide

By combining streaming digital audio with programmatic technologies, advertisers can now reach listeners on ALL devices, at scale, with precise targeting
Our platform delivers highly targetable audio ads based on online purchase intent, household demos, and behavioral propensities, enabling advertisers to further optimize digital audio and make effective marketing decisions.

Radio: Format/Genre, Program Exclusions
Devices & Channels: iOS/Android, PlayStation/Xbox, Roku/SmartTV, Sonos, etc.
Geo: National & Regional, MSA/DMA, City and Zip, Longitude/Latitude
Audience: Demo & Gender, Retargeting, 3rd Party Data, 1st Party Data

Advanced tracking including third party audience tracking and exposure attribution tracking
Powerful success metrics such as post-exposure page views, conversion tracking and brand/store lift tracking. Once a device has been exposed to the ad (the user doesn’t need to click on the ad), we can track that device to a website or into the store.
Our platform delivers highly targetable audio ads based on online purchase intent, household demos, and behavioral propensities, enabling advertisers to further optimize digital audio and make effective marketing decisions.

Linear Audio Ads – In stream ads that capture the listener’s full attention
Companion Ads – Display units that accompany the audio experience to fortify the message and provide the opportunity for the user to learn more, or for the advertiser to deliver content, and special offers or coupons that can be saved to the user’s mobile wallet.
It’s complementary to the rise of mobile, as users are primarily streaming radio from their mobile devices
100% audience attention with a 1-to-1 audience relationship – digital audio doesn’t fight for attention

Are you ready to learn more about how Digital Audio can be incorporated into your current media strategy? Contact us today to discuss a digital audio strategy that works!

Written by: Dave Shamberger

True Mobile View-Thru - Measuring website activity from non-clicked impressions

Winstar in Europe