Dynamic ads
Dynamic Ad Insertion takes podcasting to the next level: precision targeting and increased performance for advertisers.
Dynamic Ad Insertion
Our creative team specializes in crafting dynamically inserted audio ads optimized to resonate with the listener through a personal, targeted listening experience. From strategic, imaginative script ideation to dynamic sound design and production, our team takes pride in creating audio advertising that’s innovative, relevant and effective.
Creative Best Practices
Our creative team specializes in crafting audio ads optimized to resonate with the listener through a personal, targeted listening experience. From strategic, imaginative script ideation to dynamic sound design and production, our team takes pride in creating audio advertising that’s innovative, relevant and effective.
CONSIDER AD LENGTH
Keep the message short and concise. The average copy length should be roughly 40 words for a :15 second ad, and 85 words for a :30 second ad. After the copy is written, make sure to time yourself reading the ad out loud to ensure it falls within the correct allotment of seconds.
ALIGN MESSAGE WITH AUDIENCE
Advertisers can choose to target consumers specifically based on content, day part, geographic location, and other criteria. Dynamically inserted ads can be served across a range of verticals, and targeted to a particular audience, time period, or reach and frequency objective. Make sure your message aligns to your audience.
MAXIMIZE EFFECTIVENESS WITHOUT COMPANION BANNERS
Execute a true 1 to 1 engagement with consumers. No need to interact with device to engage with the digital message. Ads are on when screens are not. Most people aren’t looking at their screen when they listen to digital audio. So, don’t rely on companion banners to drive traffic to your site. We recommend you introduce the brand name and call-to-action in the first :10 seconds of the audio spot.
ENTERTAIN AND DELIGHT
Create an “audio first” environment with your message—connect with the listener through engaging content. Recognize the fact that the screen may be turned off or not exist at all. CTAs should not rely on screen activation or companion banner interaction.
Use creative that is memorable and entertaining. Features may include your brand’s proprietary Jingles or Sonic Identifiers. The creative should be specific to the digital audio format and images should stand out in listener’s mind.
DRIVE ACTION & INTENT
Create enticing offers that enable easy purchase decisions. Thought Starters: Sweepstakes & Coupon Codes, Social Integration through Photo Uploads and #Hashtags, Retailer Details, etc. This works especially well on a mobile device, where you can ask the listener to tap/shake to call, click for coupon or test for more information. Keep in mind that mobile listeners interested in a product or service will research it at a later time.
CAPITALIZE ON DELIVERY METHODS & DEVICES
Repurpose current traditional radio messaging for more consistent message delivery across multiple media platforms. Access consumers across more than 120 consumer electronics including Voice Assistants such as Amazon Alexa and Google Home.
Creative Specs
|
File Formats
Accepted |
Initial
Dimensions (WxH in pixels) |
Expansion Allowed?
|
Lengths
|
Bitrate
|
Max File Size
|
Max Frame rate
|
Impression Tracker
|
Click Tracker
|
|---|---|---|---|---|---|---|---|---|
|
Audio (Pre/ Mid/Post) |
|
|
|
|
|
|
|
|
|
MP3, .MP4, .AAC, .WAV, .OGG |
N/A
|
No
|
:15 & :30 (:60 per request) |
196k mbs
|
2MB
|
N/A
|
Yes
|
No
|
|
|
|
|
|
|
|
|
|
|
|
HTML, JPEG, GIF, STATIC, PNG |
300×250
|
No
|
N/A
|
N/A
|
150k
|
|
Yes
|
Yes
|
|
HTML, JPEG, GIF, STATIC, PNG |
300×50
|
No
|
N/A
|
N/A
|
50k
|
|
Yes
|
Yes
|
|
HTML, JPEG, GIF, STATIC, PNG |
320×250
|
No
|
N/A
|
N/A
|
50k
|
|
Yes
|
Yes
|
Tracking & Measurement
Programmatic Audio is a digital-first form of advertising. The media is addressable, targetable and quantifiable which allows for multiple forms of tracking & measurement. As with other forms of media, its impact reaches consumers at all stages of the marketing funnel from Branding to Direct Response (DR). Mission Media recommends a number of KPIs that media buyers can use to determine the success of their campaigns. Branding and top of the funnel metrics include Listen Through Rate (LTR), Cost Per Completed Listen (CPCL), Cost Per Person (CPP) and 3rd Party Measurement (i.e. Brand studies). Additionally, all media is tagged with our proprietary listener ID, allowing advertisers to tie back impressions served to site visitation, conversions, in-store traffic and other downstream metrics. Further, some Direct Response (DR) advertisers track ad effectiveness in digital audio with custom offer codes, vanity URLs, and/or phone numbers. Whatever your goals and objectives are, Mission Media can easily track success because sales are directly attributed to Listener IDs, vanity codes and URLs assigned to your campaign. Benchmarks available upon request.