The Ultimate Starter Guide to Digital Audio Advertising [2022]

Why is audio worth your attention in 2022?

If you’re not an avid listener or producer of audio content online, you may not feel like there’s much of a reason to get excited about or pay much attention to digital audio advertising.

However, a summary of trend reports and studies on digital audio from 2021 compiled by Business 2 Community highlights some statistics that even non-audiophiles can get excited about - if for no other reason than the fantastic revenue opportunities they forecast for publishers and advertisers.

To cherry-pick some of the most impactful digital audio advertising statistics:

  • It’s estimated that 193 million or 62% of the US population listens to digital audio content on a weekly basis. The average listening time per week is just over 16 hours. (Source: EdisonResearch)
  • Digital audio advertising revenue increased by 13% in 2020 to a total of $3.085 billion. (Source: IAB)
  • The ad completion rate for digital audio ads is 91%. (Source: TrinityAudio)
  • 81% of digital media agencies use digital audio advertising, and 65% use podcast advertising. (Source: IAB “State Of The Nation” 2021 - Click To Automatically Download The Report)

If you’re not a stats junky or an audiophile, then consider this:

The past several years have seen radical shifts taking place in the ad tech ecosystem.

The end of third party cookies is slated for 2023 - with audio ads being positioned to capitalize on cookieless ad serving techniques including self-serve advertising and contextual targeting.

A topic no one wants to hear about is having a major impact as well: the pandemic is causing individuals to spend more time online, and subsequently, in many cases, plugged into digital audio mediums.

To throw one more statistic your way, global podcast listenership has increased by 42% since the outbreak of COVID-19 according to a digital audio trend report published by Voxnest.

The good news for publishers and advertisers is that this shift has painted a clear marker on audio as one of the biggest gold mines for generating ad revenue and driving new conversions.

In this article, we’ll be taking a look at the modern definition of digital audio advertising, some of the trends it’s followed in recent years, and most importantly, how you can get in on a piece of the action.

Table of Contents

What is digital audio advertising?

Digital audio advertising is an umbrella term used to describe the delivery of ads in audio format to the audiences of online audio platforms.

Examples of popular services through which digital audio ads are served include Spotify, Pandora, Soundcloud, YouTube Music, and Amazon Music - to name just a few.

As a popular option for multitasking, audio content reaches all kinds of audiences - including people in their cars, at the gym, outdoors with a mobile device, or at their desk using a PC.

Originally “audio advertising” referred only to AM/FM radio broadcasts.

As online listenership increased year over year, the phrase evolved into “digital audio advertising” to encompass the many different types of audio advertising which emerged.

Advertising For Different Types Of Audio-Based Media Channels

In modern audio advertising, advertisers have many options available to them - not only in the strategies they use to create ads, but also the types of channels they’d like to target.

Similarly, publishers who create and curate audio content have more choices than ever before over where and how to showcase their work to online audiences.

Let’s take a look at some of the mediums available for conducting audio advertising.

Traditional Radio Advertising

Traditional AM/FM radio has a longstanding history as being one of the most effective advertising mediums ever leveraged by advertisers.

With the first radio ad being delivered on August 28th, 1922, audio ads soon found their way into every living room, and eventually car, in cities around the world.

So what’s changed since the “Golden Age” of radio?

Not a whole lot, in fact.

Traditional radio still reaches 93% of the population aged 12 to 54 - who tune in and listen weekly.

Additionally, 89% of vehicle owners have expressed that they still believe radios should be standard in every vehicle, according to a study conducted by Edison Research in 2021.

The “Golden Age” of radio took place during the 1930s-1940s, bringing people together during a period of economic strife - not dissimilar to the situation caused by COVID.

The only real change modern radio ads have experienced is the inclusion of online radio streams (also referred to as “simulcasts”), allowing audiences to tune in online and presenting advertisers with the ability to target those audiences with ads more effectively (particularly via programmatic radio ads).

Ever since the introduction of online radio (which will be covered in the next section), it’s become important to understand the difference between audio ads and radio ads, as the two are slightly different from one another.

While it wouldn’t be inaccurate to refer to local AM/FM broadcasts accessed online as “online radio”, the phrase is more commonly used to refer to channels which operate exclusively online, without broadcasting to a dedicated AM/FM frequency.

Traditional Radio Advertisement Examples

Even if you tune in regularly to the radio, you might imagine that it’d be difficult to capture good quality example radio ads to listen for some creative inspiration.

Fortunately, several websites exist which allow modern radio ad examples to be easily accessed - including BestAdOnTV - which features an archive of the best radio ads from recent broadcasts, updated regularly.

Here’s a recent example of an audio ad played in 2021, pulled directly from the website:

Further Reading: How To Make A Radio Ad

The creation of radio ads is a complete topic in its own right - warranting a dedicated explanation that would be beyond the scope of this overview on audio advertising.

If you’re particularly interested in getting involved with traditional radio advertising, this comprehensive radio advertising guide has you covered - including an overview of different types of radio ad spots, how much they cost, and the advantages of the medium.

This list of best practices for creating traditional radio ads is also a great resource if you’re interested in taking full creative control over the content included in your ads (though ad agencies are capable of assisting with this process, too).

Online/Internet Radio Advertising

The advent of online radio (or “internet radio”) has opened up the broadcasting booth for anyone with an internet connection to host their own online radio channel.

Some of the largest audio streaming platforms (including Spotify and Pandora) are multi-billion dollar companies - but that hasn’t stopped indie artists, record labels, and fans of music from starting their own stations.

Online radio setups can range from complex to simple.

This guide reviews how to start your own internet radio station by piecing various audio equipment and software together to create a professional setup, particularly in instances where the host wants to speak on the broadcast (potentially with one or more guests, too).

In these instances, audio publishers will often choose to host their radio station on a dedicated web domain to retain maximum control over their broadcasts.

However, so long as an individual has permission from an artist to play their music, anything is possible when it comes to creating a radio station online.

Some music curators choose to host 24/7 selections of specific music genres online by creating channels on popular streaming services, such as YouTube or Twitch's music directory (oftentimes, multiple platforms are streamed to at the same time to maximize audience reach and discoverability).

As one of the most popular examples, it’s likely that if you’ve visited YouTube in an incognito window (or without being logged in) over the past couple of years that you’ve seen the Lofi Hip Hop Radio - Beats To Relax/Study To Channel, along with its famous mascot girl sitting at her desk.

As radio channels like these are hosted, new artists are able to gain exposure, the broadcaster is able to build a community of fans with similar music tastes, and audiences are able to discover new music relevant to their interests - a winning combination for all parties involved.

Similarly, streaming platforms can be used by DJs and vocal/instrumental artists to host their own mix and performance sessions - which in many cases function as a kind of “interactive radio” stream where fans can make song requests live on the broadcast.

When it comes to advertising via online radio, the digital sky is truly the limit when it comes to when, where, and how ads are served.

Since many online radio channels have a visual component to them, it’s often possible to make use of visual ads (often referred to as “companion display ads”) to support the delivery of audio ads within the broadcast.

Also, because online radio stations are often proprietary (or are at least operated with a high level of flexbility, when a third-party platfrom is being used) - many different techniques for selling ad space can be used.

Different methods for serving audio ads within the broadcast itself are covered a bit later in the overview.

Podcast Advertising

Podcasts are yet another digital audio medium with a diverse capacity to deliver ads - and the medium with the fastest growing listenership each year.

According to an in-depth report on podcasts for 2022 by MusicOomph, there are over one million different recurring podcast productions in over 100 languages, with 37% of the US population alone listening to podcasts at least once a month.

If that quantity of reach doesn’t seem as impressive compared to traditional radio listenership, consider that podcast listeners are 68% more likely to possess post graduate education, and are 32-45% more likely to have a $75,000-$250,000 annual income.

The ad retention and purchasing intent in podcast listeners is also elevated across many industries - making for a highly lucrative environment for advertisers to position their ads.

So, how does one go about tapping into the podcast industry?

For publishers looking to produce their own podcast, a step-by-step guide on how to start a podcast provides details on every aspect of getting started - from planning the content through to equipment selection and distribution of the finished production.

For advertisers seeking ways to position their messages within podcasts, the Ultimate Guide to Podcast Advertising and Sponsorship by HubSpot contains a variety of techniques for seeking out publishers, and strategies for positioning and purchasing audio ad space.

Similar to online radio ads, podcast ads are compatible with a variety of positioning and delivery techniques, including a method known as “pre-produced” ad insertion - an ad delivery method which will be covered later in the overview.

Advertising For Other Audio Channels

Besides the media channels already listed, a few other mediums exist through which audio ads can be delivered:

  • Amazon Alexa & Google Nest: As relatively new pieces of home technology, Amazon Alexa and Google Nest products are equipped with programmable features known as “flash briefings”, “skills” (similar to apps), or “actions”, depending on the platform in use. All of these features are capable of delivering ads along with their personalized audio streams - though it’s important to realize that many people consider this a heavy-handed ad serving approach - so leverage it tactfully!

  • Audio Blog Posts: As audio and voice technology gains adoption, some publishers have implemented audio versions of their blog posts to cater to the preferences of their visitor base. According to a survey by EdisonResearch, 79% of people prefer to listen to blogs over reading them, as it allows them to multitask - a trend shared by other forms of audio media.

Audio Ad Formats And Serving Methods

There are many different ways to prepare and deliver ads to audiences of audio based media. In some cases, these techniques can also be used in audio visual advertising, and in others, multiple methods of serving ads can be combined to achieve different effects.

Linear Audio Ads

Linear audio ads are one of the most common types of ads found in audio streams and hosted content, and can realistically be interpreted as “standard” audio ads.

Generally, a linear audio ad is simply a 15-60 second long audio clip which is positioned somewhere at the beginning, middle, or end of an audio stream or session.

The different positions of linear audio ads are commonly referred to as:

  • Pre-Roll: An ad which plays before the stream or content begins.
  • Mid-Roll: An ad which plays during a designated section within the middle of a program, or which plays at regular time intervals regardless of where a listener is during playback.
  • Post-Roll: An ad which plays once an audio program has concluded, or is about to end.

The terms used to refer to a linear audio ad’s placement are also very commonly used to describe the positioning of any audio or video based advertisement.

Note: Two common approaches to the creation of linear audio ads are “personified” ads, in which a “short story” of sorts is presented to engage the listener - and “straight reads”, which focus primarily on quickly and concisely delivering information to the listener.

Ad Pods

An ad pod is a term used to describe a series of ads which are played one after the other - used primarily in the delivery of audio and video based ads.

In essence, an ad pod can be interpreted as an “ad break” composed of several individual ads which play back to back.

In any case where multiple ads of any type are served in succession, the term “ad pod” can usually be used to appropriately describe the delivery of more than one ad.

Ad Sequencing

Ad sequencing is a technique for designing audio ad creatives which involves creating a series of ads which are related to one another.

Each ad in the series may tell a short story, possess recurring characters, or share a common theme which ties all of the ads together.

The purpose of ad sequencing is generally to improve ad recall, and is often used in an effort to raise brand awareness by linking the brand to a memorable series of ads.

Skippable Ads

Skippable ads are served as files which can be skipped by the users they’re served to.

While this may sound counterintuitive to the purpose of an ad, skippable ads are deployed strategically by advertisers to gauge the interests and behaviors of the users that interact with them.

Generally, skippable ads frontload the first few seconds of the ad with the advertiser’s brand, a key message, or both, to ensure that users are still exposed to the most important information contained within the ad.

Pre-Produced Ads

This term can seem a bit confusing at first - aren’t all ads “pre-produced”?

In a sense, yes - but "pre-produced” ads refer to a specific method of creating and serving ads within audio and video content.

Pre-produced ads refer to advertisements which are created by a brand sponsoring a certain audio or video production, or recorded by the host of a production on behalf of the sponsor.

The created ads are generally oriented in some way to contextually align with the content in which they’re being served, and can often be multi-purposed across many different pieces of audio and video content, either within the same production series and/or production niche.

Once recorded and, as the name implies, edited and “produced”, pre-produced ads are often inserted into an audio or video episode during the post-production of that episode, allowing the ads to be served to users who download or otherwise engage with the published content at a later time.

Several examples of pre-produced ads being used is available a bit later in the overview.

Sponsored Sessions

Sponsored sessions are an advertising technique typically offered by audio streaming platforms like Spotify.

As free users of the audio streaming service use the platform, they’ll occasionally be offered an ad-free listening experience for a set interval of time (in the case of Spotify, typically 30 minutes).

Brands can pay to have their advertisement positioned as one which will play whenever a user accepts the sponsored session offer.

Note: In the context of traditional radio advertising, a “radio sponsorship” is an event in which the host of a radio visits a particular location designated (often an office or popular event location) by an advertiser, in an effort to have people visit that location to meet with the host and increase brand awareness.

Native Audio Ads

The term “native ads” has a slightly different meaning in the context of audio advertising compared to the definition of a native ad in display advertising, though the two definitions retain some similarities.

As a concept, a “native ad” is meant to assume the overall “feel” of the environment in which it’s served - a sort of “seamless” ad experience.

A native audio ad is an ad which is recited directly by a host during a broadcast or recording - meaning a native ad could be read during a traditional radio broadcast, by the host of an online radio channel, or by someone recording and/or hosting a podcast.

In other words, whenever the host or spokesperson of an audio production talks about a product or service on behalf of an advertiser, it’s considered a native audio ad.

Note: In the context of radio advertising, native audio ads are also sometimes referred to as “live reads” - or sometimes “radio testimonials”, depending on whether the host adds their opinion or otherwise “vouches for” the product or service being advertised.

Programmatic Audio Ads

Programmatic advertising is the most popular method of serving display ads to date - but its implementation and usage for audio ads is less prominent.

The term “programmatic” is largely synonymous with the term “automated”, meaning that the selection of when and where to serve certain ads is guided autonomously by advertising data.

In recent years, the rise of digital audio listenership has sparked interest in the practical implementation of programmatic audio ads across many of the internet’s largest audio streaming platforms.

The scope of the topic is quite extensive, but a guide by ClearCode on what programmatic audio is and how it works provides an excellent summary if you’re interested in learning more about it.

Companion Display Ads

Companion display ads are just like normal display ads - the only difference is that they’re displayed at the same time as a linear audio ad is being played (hence the “companion” part of the name).

The objective of companion display ads is to reinforce any key messages delivered by the audio ad, and to provide a clear and interactive (clickable) call-to-action for the user to take.

Fullscreen Takeover Ads

Fullscreen takeovers are used in many advertising mediums. The purpose of a takeover ad is to cover up the entirety of a screen or application to force a user to to pay attention to the ad, and in some cases, to take some sort of an action before releasing the “takeover”.

In the context of audio ads, fullscreen takeovers are typically seen on online audio streaming platforms - restricting access to some or all parts of the audio player until the ad is closed.

Traditionally, fullscreen takeovers are considered a highly “aggressive” form of advertising, often resulting in negative reception from the users receiving them - though their effectiveness in drawing attention to the advertisement itself can’t be denied.

Voice-Activated Ads

Voice activated ads are a highly experimental method of ad serving, and there hasn’t been nearly as much data released about their effectiveness when compared to other formats of audio ad serving.

Since 2019, major audio streaming platforms such as Spotify and Pandora have been working with advertisers to deliver ads which can be interacted with via voice.

In many cases, the intent is to create an “interactive shopping experience” for the user to take part in.

An article from 2021 featured on the Voices blog showcases an example of a voice activated ad campaign run by Pizza Hut in partnership with India’s largest music streaming app, Gaana.

Digital Audio Advertisement Examples

It’s a bit ironic how when you don’t want to hear ads, they’re the only thing you tend to hear - but when you want to find some examples to listen to, they can be quite hard to scope out.

Fortunately, this video provides several examples of real ads which have aired on Spotify:

You’ll notice that some of the ads repeat. This is because the sample has been shared by an actual Spotify user who recorded one of their listening sessions.

When designing your ads, it can be important to consider ad fatigue - or in other words, the effect the ad will have on listeners after it’s been heard multiple times.

While a clever joke, catchy jingle, or background soundtrack may sound appealing the first few times an ad is heard, it’s a good idea to consider the impact the overall ad will have on users after it's been heard dozens of times - especially in quick succession.

Using ad sequences (as described earlier) to help break up the monotony of the same ad is one effective way to help reduce ad fatigue in listeners.

Monetization Tips For Publishers - How To Generate Revenue With Audio Ads

In this section, we’ll take a look at some more advertising examples, and review techniques that are used by successful publishers to monetize their content with digital audio ads.

The first example comes from the Huberman Lab Podcast - a science based podcast which showcases different ways to practically apply the findings of modern medical studies throughout everyday life.

Starting at timestamp [0:44] Huberman leads up to a native pre-roll ad pod (a combination of the terms covered earlier), which includes a sponsor for the episode, by adding a bit of charm and personality to his introduction in the form of mentioning his dog snoring in the background.

While Huberman is a naturally charismatic and likable host, the technique of adding a bit of personalization prior to jumping into the ad pitch helps to create a bit of “human connection” between first-time listeners and Huberman as a spokesperson.

You’ll notice that all of the products and services being offered are also in complete contextual alignment with what the episode is about - sleep.

Huberman also provides a personal testimonial for some of the products for which he’s advertising - an addition which is certain to increase the buy intent of those listening (what better persona to deliver an ad about mattresses to an audience interested in sleep than a charismatic medical researcher?).

In general, personalized testimonials greatly increase the trust level between the listener and the spokesperson, as the host demonstrates their confidence in the product by effectively putting their own reputation on the line with their recommendation.

At [1:21:36] Huberman closes out the episode with a humble call-to-action (CTA) to subscribe to the channel.

As a minor critique, rather than repeating the sponsor’s name, Huberman opts to simply state that they were mentioned at the start of the episode - though a repeat of the brand name and website would certainly be a welcome addition after delivering close to an hour and a half of free content to the audience.

While the next example isn’t a podcast (it was produced with the primary intent of being delivered through YouTube in video format), the techniques used are still applicable.

Created by Thomas DeLauer, a life coach as well as health and fitness content producer, this video on how to conduct a 48-hour fast features a native mid-roll ad for an affiliated product.

Starting at [8:48], DeLauer begins a topic segment on quick tips about fasting. He uses this specific content block to deliver a native mid-roll ad when talking about the effect of salt on the body.

The ad is just about seamless - there’s no pause or break in the deliverance, he just gets right into it.

Similar to the previous example, DeLauer also testifies for the product he’s advertising to build trustworthiness and buy intent within the viewer.

Finally, DeLauer also puts a CTA to another related video containing more information on the topic to close out the ad segment. It’s subtle, but the purpose of this CTA is twofold - it provides a genuinely helpful follow-up resource to the viewer, but it also directs their attention to the description section, where the ad’s CTA link resides.

For our final two examples (which are once again in visual format, but can be applied just as easily to audio productions), let’s take a look at everyone’s favorite tech geek, Linus Tech Tips.

Right from the start of the video, Linus gets a little bit “meta” by discussing the direction and “formula” of his company. He then continues with a bit of meta humor by talking about how expensive his plans are - citing the expenses as the reason for the video’s sponsored ad at [0:30], which is positioned as a type of pre-roll native ad prior to the “meat and potatoes” of the video.

This is a perfect example of a host allowing their personality to shine through during the deliverance of an ad.

In contrast to the last two examples, there’s no testimonial from Linus, but due to his authority in the industry and charismatic nature as a content producer, almost any ad served in his videos is considered trustworthy by his loyal audience.

At [10:56] the video starts closing out, and Linus serves an “in-house” ad of sorts to recruit new team members for his company.

Finally, at [11:27], Linus closes by revisiting the same humor used at the start of the video and stating “we still need sponsors!” as a pre-produced native post-roll ad is played.

For good measure, here’s one more video from Linus Tech Tips to demonstrate pre-produced ads in action:

At [0:50] a pre-produced native pre-roll ad is served.

At [13:22] a pre-produced native post-roll ad is served.

While these are both still technically native ads, you’ll notice that in both instances, the introduction of the ad segments are quite “abrasive” when compared to the previous examples we’ve looked at.

The pre-produced ads create a “hard stop” in the content, and in this particular instance, don’t have quite as much contextual alignment as the previous examples.

While the ads are positioned well at the beginning and end of the content to avoid disruption and negative reception from the audience, the buy intent from the video’s audience isn’t likely to be quite as high for PC parts and phone wifi plans as for, say, an ad about headphones, speakers, or audio software in this particular video focused on audio equipment.

With all of that said however, this video perfectly demonstrates the efficiency of pre-produced ads, and their role in an effective advertising strategy.

Finding perfect contextual alignment for every ad isn’t always possible - and it can also be quite expensive and time consuming to coordinate the delivery of a native ad with a host.

Pre-produced ads offer a solution to this problem - they can be served across a wide variety of content which loosely aligns with a desired audience, and are easy to insert into both audio and video content during the post production process.

Further Reading: How To Make An Audio Ad

As we’ve seen from the above examples, different types of audio ads require different approaches to delivering key messages and CTAs.

For instance, when it comes to producing ads for traditional radio vs online radio, there are a few subtle differences.

Traditional radio ads don’t rely on visual elements whatsoever, and many listeners often can’t take action immediately after hearing the ad, meaning that even more emphasis should be placed on ensuring the ad is memorable.

In contrast, online radio ads often feature visual elements within the player, and many users can take immediate action through their devices after hearing an ad, allowing for a bit more flexibility in the ad's composition.

There are quite a few considerations to make when drafting a good audio ad for each medium.

Fortunately, some good sources exist for further reading on the subject: this guide to writing audio ad scripts (which includes script examples for different types of audio ads) and this series of best practices directly from Spotify are both worth review if you're interested in writing your own audio ad scripts.

Benefits Of Audio Advertising

There are a wide range of benefits associated with audio advertising - some of which include future-proofing for upcoming changes to the ad tech ecosystem when third party cookies are discontinued in 2023.

Even if you’re not planning to use audio ads right away, being aware of the advantages they can offer may come in handy for planning your advertising strategy over the coming years.

Here’s an overview of some of the most notable benefits audio ads have to offer:

  • Ease Of Audience Targeting: Audio productions hosted online typically have specific audiences in mind. This means that it’s easier to place ads in contextually relevant audio content, and to have those ads resonate more effectively with targeted audiences.
  • Great For Brand Personality & Awareness: Due to the frequency at which ads play throughout the course of a listening session, audio ads offer an excellent way for companies to raise consumer awareness through repeated mentions of their brand. Using ad sequencing can be an effective approach to reduce ad fatigue for these types of campaigns - and also provide a way for brands to showcase their personality and/or culture to listeners.
  • Increased Engagement: According to a report by Digiday, audio ads have 24% higher recall rate and are twice as likely to evoke purchasing intent within users than display ads. Additionally, as a digital ad serving medium, users are often able to interact with a call to action directly from their device at the time of hearing an ad.
  • Resilient To AdBlocking: Many audio streams and productions are listened to through dedicated players and mobile devices. When combined with techniques like native ad delivery within the content itself, audio ads are one of the least blockable forms of digital advertising, alleviating the need to focus on monetizing AdBlock users.
  • Higher Programmatic Brand Safety: Audio typically has a much lower rate of bad actors creating and hosting content online when compared to general websites online. This drastically lowers the chances that ads will be served to an undesirable supply source when advertisers participate in programmatic auctions.
  • Future-Proofed For The Cookieless Web: Because audio streaming platforms require users to log in, they have access to first-party data about their audiences. Similarly, the interests of podcast audiences are easily identifiable, based on the contextual subject matter of the production. This positions audio advertising as one of the most effective advertising channels once third-party cookies are no longer available for use.
  • The Path Of Least Resistance For Revenue Growth: Digital audio has become one of the fastest growing media sectors year over year as countries continue to battle the pandemic, with audiences turning to online sources as the go-to for entertainment and information. Multiple data points from eMarketer forecast audio as an effective investment for advertising budgets throughout the foreseeable future.

Best Platforms & Ad Networks For Programmatic Audio Advertising

There are many platforms online for managing ads in general - but sometimes a dedicated solution works best when dealing with a specific type of ad serving, like audio.

For publishers and advertisers that plan to deal extensively with the distribution of audio content, especially programmatically, these platforms and ad networks may be of interest:

SoCast Digital is a cross-platform audio content management system, primarily built for radio producers. Their service offering focuses on making it easy for publishers to manage the streaming of their broadcasts across all devices to ensure that maximum audience reach is attained.
AudioGO is a self-serve advertising platform for advertisers interested in reaching audiences via audio ads. Its primary service offering is to make it easy for advertisers to prepare and launch audio ad campaigns across a range of publishers connected to the AudioGO ad network.
FrequencyAds is a dynamic ad creative management platform for advertisers. The service allows advertisers to work with a network of third-party ad agencies to assemble ad creatives, create workflow lifecycles for ad delivery, and set up contextual conditions for serving personalized programmatic audio ads across their ad network.

This list of audio ad networks covers 11 more programmatic audio ad networks which are also worth checking out, including a convenient list of pros and cons associated with each platform.

Best Audio Advertising Agencies (For Advertisers)

Sometimes, the expertise from an outside party can help an audio ad campaign attain the best results.

In addition to the unique creative outsourcing service offered by FrequencyAds in the previous section, these audio ad agencies are also worth checking out:

Voices is a marketplace that simplifies voice over and audio ad production. Their services cover virtually every aspect of audio creation - including voice talent, translation, audio editing, production, as well as music composition.
War Room Inc. is a digital marketing and programmatic ad agency with a diverse working history, having delivered campaigns to clients from a variety of industry verticals. War Room’s panel of expertise includes experience in delivering audio based advertising campaigns.
PrograMetrix is an ad agency that specializes in programmatic ad campaign management. Part of their service offering includes the expert management of audio based programmatic ad campaigns.
Strategic Media Inc. is an audio ad agency with 20 years of experience - specializing in audio ad strategy. If your brand is just getting started with audio advertising, their services might be an ideal place to start. Their services also include media buying and assistance with creative production.
Radio Advertising Agency is, you guessed it, an advertising agency dedicated to radio broadcast advertising. Their business has over 25 years of experience in the radio industry, and might be an ideal solution for brands looking to direct their ad spend towards this ever popular media channel.

Making Audio Ads Work In Your Business

A lot has been covered in this guide to digital audio advertising - congratulations on making it to the end!

(And yes - skimming through the parts that interested you the most still counts!)

From the history of radio broadcasting through to modern audio trends and future considerations, we hope your brand is able to tap into this rapidly accelerating content medium to diversify and improve your ad serving strategy.

As a final consideration for your audio ad serving tech stack, you may be interested in checking out AdButler - an ad server capable of connecting to all of your programmatic audio demand and/or supply sources.

To get a sense of how an ad server can improve both your audio and overall ad serving strategy, we encourage you to check out this case study showcasing how The Jim Pattison Group refreshed their strategy for audio ad serving across their impressive network of 48 radio stations.

The AdButler team has over two decades of experience in providing and configuring ad serving solutions for both publishers and advertisers.

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