Audio’s “Peanut Butter And Chocolate” Moment
In life we’re all familiar with the multiplier effect which can occur when a combination to two things is way better than the sum total of the ingredients by themselves. Even though chocolate and peanut butter are good as standalones combining the two is just so much better. Although not quite as tasty, there’s a similar multiplier effect about to happen in the audio space thanks to programmatic buying.
If you work in any form of media you know how hot audio is right now. As we spend more and more of our media day using IoT connected devices which don’t have screens, traditional video and display ads are being marginalized. As a result marketers who’ve traditionally relied on showing the product within visual creative are now turning towards audio to market their wares. But so far audio has been limited because it really hasn’t had a strong footing in the programmatic world. That’s about to change in the US as Pandora gets ready to launch a full-scale programmatic audio marketplace.
By bringing digital audio inventory to market Pandora will hit that sweet spot programmatic buyers covet by leveraging user data which can be scaled and transacted automatically. This breakthrough, combined with audio’s organic growth, has the potential to take audio into the upper echelon of media channels.