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.
Explore Additional Resources
Learn more on how to select the right CMS for your business and improve your customer’s Digital Experience.
Our Adobe Experience Cloud Consulting team specializes in helping you deliver a seamless, intelligent, and personalized customer experience.
Get Help from Our Experts
Over the past 20 years, we have completed thousands of digital projects globally. We have one of the largest and deepest multi-solutions digital consulting teams in the world. Our proprietary processes and years of Digital Experience expertise have earned us a 97% customer satisfaction rating with our clients ranging from Global Fortune 1000 to Mid-Market Enterprises, leading educational institutions, and Non-Profits.
DesignRush has recognized TA Digital as a top Creative Agency.
About TA Digital
TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.
Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity, and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.
Recognized in 2013, 2014, 2015, 2019, and 2020 Inc. 5000 list as one of the most successful technology companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP, and Salesforce and possess global partnerships with industry leaders such as commercetools, Sitecore, Episerver, Elastic Path, BigCommerce, AWS, Azure and Coveo.