Digital audio and programmatic ad buyingstatus and prospects in the post-pandemic context

  1. Garrido-Pintado, Pablo 1
  2. Cordón-Benito, David 1
  3. Maestro-Espínola, Lidia 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Journal:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Year of publication: 2022

Issue Title: Digital audio communication

Volume: 31

Issue: 5

Type: Article

DOI: 10.3145/EPI.2022.SEP.11 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

Abstract

This article examines the implementation of programmatic buying in the digital audio sector. The sustained growth present in the different markets helps the consolidation of this medium that brings enormous benefits to commercial communication. The main aim of this research is to understand the current situation of the programmatic audio advertising buying sector. In order to address the object of study, an exploratory approach has been carried out by applying a qualitative and quantitative methodology developed with professionals from the sector and supported by the collaboration of entities such as IAB and Programmatic Spain. The results show that there is a greater commitment by brands to invest in digital audio due to its flexibility and the ability to send segmented messages with greater effectiveness and consumer engagement. As a non-invasive medium, the inclusion of digital audio in media plans has a direct impact on listener’s attention. Data shows that there has been a significant increase in the consumption of streaming music, online radio, and podcasts. Nevertheless, investment is still focused on traditional radio and the results of the study show a reluctance to plan integrated campaigns. Moreover, the difficulty in measuring return on investment is a major deterrent to the investment attracted. Professionals interviewed say that the market provides transparency and quality guarantees, as opposed to other problems such as fraud in data measurement that have slowed down investment in the past.   

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Funding information

Este trabajo ha sido financiado por la Comunidad de Madrid a través del convenio plurianual con la Universidad Complutense de Madrid en su línea Programa de excelencia para el profesorado universitario, en el marco del V Pricit (V Programa Regional de Investigación e Innovación Tecnológica).

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Data source: Dialnet