Increase your brand exposure with audio ads

The world is becoming a little more digital every day and a proof of this is that more and more people listen to digital audio, above the radio. As the audio landscape continues to change, marketers and advertisers have more opportunities to reach their audiences and get their attention, using a format that has worked for a long time.

With this in mind, the Google Ads platform offers tools in Display & Video 360, to simplify the process of creating audio ads, make it easier to find materials, and help you improve your measurements.

Easily create engaging audio ads at scale

Audio ads are a great way to reach your customers when they are not looking at their devices and want to continue consuming your content, so they are very receptive to your brand messages.

Whether the user listens to a podcast while driving, plays music while walking, or uses voice command with a smart speaker, there are multiple situations in which you can communicate with your audience through audio. However, creating professional-quality ads in this format can be a difficult and expensive task for many. For this reason I recommend that you try Google's audio ad tool, “Audio Mixer”, which is a one-stop shop for both advertisers and agencies looking to create audio ads at scale.

This tool, which is now available for all Display & Video 360 accounts, allows you to upload multiple tracks, including music, sound effects, and voice. In turn, you have full editing control to create a high-quality audio ad.

Audio Mixer also allows you to add the complementary preview image that will be displayed with the audio track. In the same way, the tool provides a better idea of the experience of the ads that your customers will hear, thanks to the preview option.

Finally, in the event that you need the approval of the advertiser, you can share the complete audio ad and the complementary image, through a link without having to enter Display & Video 360.

I hope you can deploy your voice through the different platforms, since we are experiencing a transformation of digital audio in which, unlike radio, it is possible to segment your audience precisely, which allows you to be more effective in your communication efforts.

Discover the audio inventory in Google Marketplace

Audio inventory is now fully operational on the Marketplace, which shows inventory of top audio partners, including AdsWizz, iHeart, Pandora, SoundCloud (global), Spotify, Triton Digital, and TuneIn, among others. It also provides you with more specific audio information such as the type of content, which allows you to differentiate between music, radio and podcast.

Additionally, Google is constantly increasing audio inventory through guaranteed programmatic deals and other types of programmatic transactions in the ad manager. Similarly, the Administrator presents other monetization options for those publishers who sell their audio inventory.

Measure your results

So that you can evaluate the performance of your audio campaigns, the Google Brand Lift tool, which will be available at the end of the year, allows you to measure the impact in terms of brand perception.

The goal of this tool is to determine if your audio campaigns contribute brand preference metrics, such as awareness, ad recall, consideration, and purchase intent.

As the number of users of audio content grows, so do the tools to harness and capitalize on people's attention in this format. That's why Google will continue to invest in solutions for dynamic audio creation, contextual targeting, podcasting, and much more. That is why I recommend that you immerse yourself in this format as soon as possible and take advantage of the new communication tools that will help you to be one step closer to your audience.