Digital Media News

Entertainment specialists Pandora recently announced that they will now be offering their audio inventory to consumers programmatically through demand-side platforms.

The move to audio programmatic advertising comes at a time when the industry is seeing a significant shift in audio advertising techniques. The digital revolution is making new high-performance solutions available to brands around the world, as consumers flock to streaming platforms to binge on their favorite songs, bands, and television programs.

In a world where customers own more smart speakers and subscription services than ever before, and connected cars are beginning to make their way into the mainstream, it seems that the future of digital advertising might be in audio. In fact, the Edison "Share of Ear" study for 2017 found that consumers currently spend four hours per day listening to audio.

A lot of businesses spend a great deal of time and money enhancing the visual components of the brand. In fact, companies today are also putting more thought into their written elements too, from the copy on their website to the content on their product packaging. Yet, countless organizations still fail to pay much attention to their audio branding components.

While branded audio might not be the first thing you think about when you're looking for ways to boost awareness for your company, the truth is that the right sound can be just as important as a logo or business name when it comes to building connections with your customers. Many of today's customers recognize MGM films by the roar of the lion at the beginning of a movie and can sing along to the short tune at the end of an Intel commercial.