A Million Ads could be referred to as a Billion Ads within the next few days.
The dynamic and creative company A Million Ads (AMA), which is explicitly focused on the audio industry, launched a brand new product for personalization on Wednesday that transforms creative elements like audio, sound effects, and images paired with them depending on who the user is.
The software, codenamed Studio.AI, was a hit with launch partners such as Target, Walmart, Google, and Booking.com.
Advertisers can use Studio.AI to create personalized advertisements on audio platforms such as Spotify, Pandora, Acast, and iHeart. The software detects the context of signals such as time, date, location, weather, and the type of device or pulls in first or third-party data about customers to customize the audio advertisements.
An AI transcription service available in Studio.AI automates integrating a human voice actor with the script, as per Steve, the CEO and Founder of Studio. AI. Dunlop, “saving hours of work.”
Studio.AI is also able to detect every variation of ad content, Dunlop said. For example, it could inventory all Targets with Sephora or Starbucks inside. Starbucks or Sephora inside, so marketers don’t need to search through the more than 20,000 Target stores to tailor advertisements.
Signal increase
Marketers can save money because CPMs for national advertisements are lower than local ones. They can also use the VAST tag in a single way to handle all creative content, according to CRO Paul Kelly. Tags work for any publishing company, whether programmatic or direct.
“Millions of different versions could be played through the same asset to ensure that each person receives the right message for the person listening according to the information that’s accessible,” Kelly said.
Chevron is one of AMA’s clients and has 10,000 gas stations throughout the United States. When customers live within a specific distance from a specific gasoline station, an ad for that station will play.
The location also plays an essential role in the ads on audio that customers of apps for food delivery are exposed to. For example, Kelly, who has no Chick-fil-A outlets near his residence, must see the restaurant’s name in Grubhub or UberEats advertisements.
With Starbucks as a client, “we match previous preferences to ensure that we select the most appropriate product,” he said. So a vegan who enjoys Oat milk will get an advertisement different from one who would instead order pastries.
AMA clients can target various groups of people. In the back-to-school time, parents who are focusing on getting their children for school and hearing different Office Depot ads from teachers who are thinking about their entire classrooms.
“It’s employing a little bit of the psychology of consumers to help the message resonate more,” Kelly said.
As the world of music changes, the world of audio
The podcast market could be bigger from an advertising revenue perspective, partly due to its resistance to switching away from host-read customized advertisements.
“If podcasting is to expand beyond a single billion dollars and become a thriving business, it is essential to make money from the long length of podcasts,” Dunlop said, “not only have these golden nuggets of content at its top.”
Although premium podcasts that feature famous hosts who want to run host-read ads enjoy an established place within the ecosystem of podcasts, they can be challenging to manage and monetize. Brands need to have their readings, scripts or even reads approved, which can lead to a hassle, as per Dunlop.
Programmatic allows for automation. However, companies are usually cautious due to the historical assumption that audio creative is “a more hefty weight” regarding programmatic.
Audio publishers are the main reason Programmatic has yet to be able to increase its presence in the audio industry, as per Kelly. “You have to get that inventory in place,” he said. If more inventory is readily available, “you’ll be able to see spending follow.”