Yieldbird Supports Publishers with Programmatic Audio

The scale of audio campaigns sold in the programmatic model in Poland is very small even though, according to research, nearly 70% of consumers, i.e. more than 20 million people, listen to radio every day, and about 20% of Polish Internet users regularly listen to podcasts. Experts believe that the problem of the low scale is mainly due to the low awareness of the benefits that automation of the purchasing of advertisements in this channel can bring for advertisers, as well as the demanding technical aspects related to the handling of this type of broadcasting.

In order to broaden the advertising portfolio of our publisher – Agora Radio Group – and to provide it with another source of revenue with high growth potential, in June we conducted (together with the Resolution agency owned by OMD Group) a fully automated audio campaign in the advertising spaces belonging to the Tok FM and Tuba FM stations, for a customer from the premium automotive segment.

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Programmatic Audio Campaign Results

The results of the campaign carried out by Yieldbird in the advertising spaces of Tok and Tuba were very good in comparison with those of the competition, especially given the high share of unique users we managed to reach thanks to the possibility of precise targeting of the broadcast. We will certainly want to increase the scale of such campaigns, all the more so since they offer much greater optimization possibilities in comparison with direct broadcasting.

Arkadiusz Parzyszek, Programmatic Manager at Resolution.

Programmatic broadcasting gave the advertiser a number of targeting options similar to the number available in video and display products and enabled the advertiser to use 1st and 3rd party data. The advertisements were prepared in the MP4 format compliant with the VAST standard (broadcast as pre-roll and post-roll), as well as MP3 also in the VAST standard.

Taking into account the very good results, customer satisfaction, and the already worked-out effective process of conducting such campaigns, our goal now is to increase the scale of the share of programmatic broadcasts in the revenues of Agora Radio Group, but also to popularize them in the advertising spaces of our other publishers with whom we work on a daily basis and who have audio spaces on the Internet.

Tomasz Kryń, Head of Programmatic Premium at Yieldbird.

The growing need for optimization and customization of advertising broadcasts on the side of advertisers in various channels such as audio, TV, and OOH is both an opportunity and a challenge for Internet publishers. This trend allows more effective monetization of the owned spaces, but requires the involvement of additional resources and improvement of competence.

So, in this case, finding the right partner who has wide experience and a team with relevant skills may help to get ahead of the competition and take advantage of the new opportunities that arise on the market.