Adobe’s Bold New Tune: Dynamic Personalization for Audio Ads

By Kirsten Oelrich 3 min read

Digital audio has exploded in recent years. According to a report from the Interactive Advertising Bureau, the total ad spend in the audio category was $1.6 billion in 2017, up from $1.1 billion in 2016. These are significant numbers and industry insiders predicted that these could be early signs of an emerging trend.

The prediction came true last week with Adobe’s announcement of a partnership with A Million Ads, a reputed audio personalization company that delivers dynamic audio advertising to help brands improve listener engagement and enhance recall. But many are still not convinced ─ Why is dynamic audio personalization important and why should Adobe’s new partnership be taken seriously? Isn’t it too early to hail personalized audio as the next digital experience frontier?

There was a time when advertisers placed simple, straightforward, and repetitive ads on radio channels. But times have changed. Advertising is not so simple anymore─ attention spans are short and personalized experiences have rewired consumers for targeted messages, whatever the channel or medium. Advertisers are struggling to make an impact on their audience with targeted messages, and the challenge has now engulfed audio content.

To overcome such hurdles and to grab consumers’ attention, Adobe Advertising Cloud a fraction of Adobe Experience Cloud, has partnered with a global leader in data driven audio marketing- A Million Ads to assist brands in enhancing their digital audio techniques.

Brands are now becoming aware that they need to communicate in a personal way with their consumers. Therefore, if marketers include higher-level capabilities like dynamic creative and real-time user data, they can deliver context-aware, targeted audio ads that stand out and perform better. These are very important to reach people who do not listen to the radio anymore and instead focus on other streaming audio platforms.

Here’s the bigger picture on Adobe’s new partnership.

Benefits from this collaboration

Adobe Advertising Cloud and A Million Ads have partnered to ensure marketers have the right tools and to enhance the ways advertisers target and capture the attention of the principal audiences with personalized, data-driven audio ads. With A Million Ads advanced technology, the advertisers gain insights into the user’s time, device, location and weather. Accessing the user’s data can help integrate the targeted messages and decide the best sequence of hearing the advertisement.

Impact on the market

Audio is the trendiest channel in advertising as it has become highly personalized and relevant. Data driven audio marketing has had a significant impact on the market. Now it can hyper personalize messaging and target audio ads to specific listeners. The partnership has ensured consumers across all audio platforms like podcasts, online radio and music streaming are served with excellent quality, relevant and less intrusive advertising. Their partnership has also enhanced the abilities to target valued audiences as well as economize.

Personalization is a necessity

Advertisers need to create new engaging content for customers instead of showing the same ads across all devices and platforms. We come across struggling marketers who do not use the right technologies or don’t even know where and how to update themselves. Hence hyper personalization is needed in the audio, video and branding efforts, which is equally important as direct response campaigns. Adobe’s partnership with A Million Ads will help marketers in selecting the right tools, technology and strategies to create customized and creative ads. They will also help find solutions and assist you in capturing the customers’ attention with the right content on any of their devices and give them a pleasant digital experience.

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Kirsten Oelrich

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Kirsten Oelrich