Why consider digital audio advertising?

Audio is a preferred channel for advertisers looking to reach their target audiences during offline and screen-free moments.

For several years now, and especially since the COVID crisis, podcasts and audio in general have become an increasingly integral part of daily life in France.

⭐️ Podcasts generate over 120 million listens per month in France. This audio content continues to see growth. More and more publishers and advertisers are jumping on board to diversify their communication channels.

At work, at home, in the car, or outdoors: audio is always on.

It is also a preferred channel for advertisers looking to reach their target audiences during offline and screen-free moments.

Key figures on digital audio

It is important to note that audio is a unique channel because the level of focus is particularly high: 90% of people listen to podcasts or live/web radio using earphones or headphones.

In recent years, podcasts have taken on an increasingly significant role in the daily lives of the French. Nearly 6 million people listen to them every week, with 80% (compared to 74% in 2020) stating that podcasts are part of their daily routine.

According to a study by CSA/Havas Paris and PodInstall, podcasts can encourage people to make purchases 💰 and get to know a brand better. In fact, 87% of weekly listeners believe this medium is an effective way for a brand to communicate 🗣.

Furthermore, 78% of respondents would be interested in seeing the brands or companies they love launch their own podcasts to talk about their products, values, and more.

Brands have caught on; in 2021, the podcast industry saw a 92% increase in new advertisers.

It is worth noting that audio ads cannot be blocked by ad blockers ⛔️ because they are integrated directly into the audio stream being consumed. In addition to being primarily pre-roll, completion rates are often very high (around 95%) because listeners want to consume the content that follows. 📢

How do you advertise in audio environments? ⇣

Do you know why programmatic audio is booming? These formats allow advertisers to speak directly to their target audience during highly sought-after life moments, such as cooking or working out...

For example, we can reach video game players directly through their consoles. (Especially considering that 70% of gamers listen to music while playing 🤩).

Another way to reach gamers in action would be to use in-game advertising—but that is a topic for another time. 😌

The variety of audio content means that everyone consumes it today, so there are ways to target every type of audience. From rap fans to moms, we will provide our expertise to help you reach your target audience.

Which advertising formats? 🔦

Audio content is available across three environments.

Web radios & live radio 📻

Web radios and live radio are live content streams consumed primarily on radio websites or apps. The advertising format is a 30-second audio pre-roll (which plays before the live audio stream begins).

Depending on the placement, this audio spot may be accompanied by a "Companion Banner," a square graphic that replaces the radio or album cover art.

Podcasts 🎙

Podcasts are content created around specific themes. Today, all major media outlets have their own podcast catalogs.

There are 2 types of podcasts 🧐

Replays of live broadcasts
Native podcasts, which are original content created specifically for consumption on dedicated platforms.

The advertising format is also a 30-second audio pre-roll, which may be accompanied by a Companion Banner (depending on the platform).

💡 Advertising on a podcast means reaching listeners across all platforms, including Apple Podcasts, Spotify, Deezer, and more.
Get your podcast list

✚ It is also possible to use what is known as Host Reading 📢. This is similar to product placement, where the host introduces your brand, usually at the beginning of the episode. Please note that this format is more expensive 💸 and requires a higher minimum budget than standard audio pre-rolls.

Streaming platforms 🎧

Then there are Spotify, SoundCloud, and Deezer, which reach nearly 200M, 175M, and 12M freemium users respectively—meaning those who do not pay for a subscription and consume audio content in exchange for ads. You will find the same audio format here: the 30-second audio pre-roll, accompanied by a Companion Banner. Spotify also offers video pre-roll formats for its audio content.

What is the budget?

The strength of programmatic advertising lies in automating a vast number of processes, allowing us to activate audio campaigns across various environments starting from 1,000 euros.

What targeting options are available? 🎯

To maximize return on ad spend and increase responsiveness, you must choose the right targeting; it is the key to ensuring message relevance.

Targeting options will naturally vary depending on the channels used.

For live radio, web radio, and podcasts, targeting is achieved by selecting them directly. Thanks to our partnerships with all major audio ad networks, we have access to a wide range of data ✍🏻, allowing us to identify the best web radio stations, live radio, or podcasts for your target audience. For example, with Skyrock, we know we are reaching a young audience that is passionate about rap and urban music. The same principle applies to podcasts.

For streaming platforms like Spotify, Soundcloud, and Deezer, targeting works differently, as these platforms collect a vast amount of data:

Gender & age group
Geolocation
Music genre
Playlists
Mood.
Similar artists
For instance, we can target by gender, age group, geolocation, or music genre.

Streaming platforms allow us to go much further; for artists, for example, we can target by "Similar Artists" (meaning anyone who listens to one or more artists of our choosing 🤯).

How long does activation take?

It takes about two days to activate a programmatic audio campaign. This includes reviewing your brief, researching the right targeting for your audience, and setting up the campaign.