Rafael Martínez offered the audience the key to success: “If we are able to create an appropriate mix between digital audio and traditional audio, we will be able to distribute the impacts by age group in a homogeneous manner.”
To achieve this, DAN has used DAN Audio Stack , a tool that helps them find the ideal ratio based on factors such as programming or consumption. Through Audio Stack they have discovered that the perfect mix of radio and digital improves KPIs compared to traditional audio alone.
Among the reasons Rafael Martínez offers for betting on programmatic audio, belarus phone number the following stand out:
– The data allows us to segment audiences and customize the message.
– It is already available on all platforms: DSPs have integrated the audio part.
"Podcast advertising will reach $700 million by 2020 ," he concludes, referring to a forecast made in the US.
Demystifying audio difficulty
Silvia Benito, inventory manager for DV360 at Google Spain , has come to explain Google's vision and its work oriented towards the audio universe. "At Google we consider audio to be a very relevant strategy and opportunity in programmatic buying in Spain." On the one hand, she states that radio is evolving and digitalizing and, on the other, that it is an "instant, intimate and unique medium" through which they reach different users and at different times.