iab-2019年网络音频买家指南2.0（英文）-2018.11-26页_2mb

2019 Digital Audio Buyer's Guide Summary

Core Content Overview

This document serves as a comprehensive guide for advertisers, brands, and agencies looking to plan and buy digital audio advertising. It outlines the value proposition of digital audio, how it is consumed, key elements of a digital audio campaign, conversion and attribution methods, audience measurement techniques, case studies, listening locations, and programmatic buying strategies.

Main Points

Digital Audio's Value Proposition to Advertisers

• Large and Growing Audience: Digital audio reaches 180 million consumers each month.
• Access to Mobile Consumers: Mobile users spend over 62 minutes per day on digital audio in 2018, with a projected increase to 67 minutes by 2020.
• Audio is On When Screens Are Not: Audio ads are effective when screens are off, making them ideal for situations where users are driving or otherwise occupied.
• Favorable Demographics: Strong usage among the 18-34 age group, a key demographic for brand engagement.
• Highly Measurable: Impressions can be tracked and verified using ad tagging, with metrics like click-through, last-click, and post-listen being key performance indicators.
• Strong Engagement: Podcasts offer a "lean forward" experience, leading to high ad responsiveness. 60% of listeners have made a purchase after hearing a podcast ad.
• Brand Safe Messaging: Digital audio platforms allow for context control, content selection, and fraud prevention through server-side ad insertion and transparency in programmatic platforms.

How Digital Audio is Consumed

• Streaming vs. Downloading: Streamed audio is real-time and allows for impression tracking, while downloaded audio (e.g., podcasts) is more challenging to measure due to lack of client-side tracking in iOS.
• Types of Streaming Services:
  • AM/FM station streams
  • Streaming stations with personalized content
  • On-demand services allowing user customization
• Podcast Consumption: 79% of listeners "Click and Listen Immediately," showing high immediacy for advertisers.

Elements and Tools for Digital Audio Campaigns

• Recorded Spots: Standard lengths like :15, :30, and :60; can be pre-recorded or dynamically inserted.
• Native Ads: Often host-read and include endorsements; can be integrated into the program or inserted dynamically.
• Branded Channels/Playlists: Customizable for advertisers, combining audio and on-screen elements.
• Branded Podcasts: Can be standalone or themed episodes; may include marketing elements and website links.
• Voice Activated Ads: Enable hands-free interaction, allowing listeners to respond via voice commands.

Conversion and Attribution

• Tracking by Impressions: Used for streamed audio; ad tags are fired at the end of the unit to confirm listener engagement.
• Tracking for Downloaded Programs: Client-side tracking is limited, especially on iOS. Industry standards help with uniform metrics.
• Tracking by Results: Includes code-based tracking for native ads, voice activated responses, and companion banner ads.
• Independent Research: Third-party tools can track engagement from brand awareness to in-store traffic.

Audience Measurement

• Streaming Audio Metrics: Publishers can use third-party tracking pixels for impressions and events, compliant with IAB guidelines.
• Podcast Audio Metrics: Server-side tracking is used due to the lack of client-side response on iOS. Standards like "IAB Podcast Metric Guidelines v2" ensure consistency.

Key Case Studies

• Pandora and TGI Fridays: A :15 audio spot campaign led to a 59% increase in visitation and 20X return on ad spend.
• Midroll and Talenti: A 30-second pre-roll ad campaign on podcasts resulted in 74% recall of product features and increased purchase likelihood by 71%.
• iHeartMedia and Office Supply Retailer: Used audience data to target small business owners, leading to a 16% increase in store visits.
• NPR/NPM and Kia Motors: Brand Soundscapes campaign improved brand perception, with 68% of listeners considering Kia as versatile and 14.35% clicking through to the website.
• Spotify and Greyhound: Custom audio spots reimagined the jingle using Spotify's data, leading to a 21% lift in positive brand opinion and 15% increase in likelihood to consider the bus line.

Listening Locations

• Connected Cars: 44% of cell phone owners listen to online radio in their cars in 2018, with a projected 98% of new cars being connected by 2020.
• Smart Speakers: 16% of Americans 18+ own smart speakers, with 70% listening to more audio since acquiring one.
• Other Devices: Smart speakers and IoT devices are becoming major platforms for audio-first content consumption.

Planning and Buying Digital Audio Campaigns

• Sales Channels: Include publishers, content aggregators, digital audio networks, and advertising rep firms.
• Programmatic Audio:
  • Open Market (OMP): Real-time auctions with options for transparency or anonymity.
  • Private Marketplace (PMP): Selected inventory available to specific buyers, using Deal IDs for access.
  • Programmatic Guaranteed: Allows for direct deals with guaranteed pricing and inventory, different from automated guaranteed.
• Auction Models:
  • Second Price Auction: Highest bidder wins but pays the second highest bid.
  • First Price Auction: Winner pays their actual bid price.
• Technical Requirements: DSP/SSP must support DAAST or VAST for effective dynamic ad insertion.

Conclusion

Digital audio advertising offers a powerful and flexible medium for reaching consumers in a mobile-first world. With strong engagement, favorable demographics, and robust measurement tools, it presents unique opportunities for advertisers to impact consumers effectively. As the industry evolves, programmatic buying and the integration of new technologies will continue to shape the landscape of digital audio advertising.

Members of the Audio Committee

The Audio Committee is composed of industry leaders who actively shape the future of digital audio advertising.

Appendix

Additional resources and technical guidelines are available for further reference.