DoubleClick: Digital audio ads come to DoubleClick

Audio ads are now available on DoubleClick to customers globally, says search giant Google as it announced partnerships with music streaming platforms for marketers to purchase audio ads programmatically and streamline their workflows.DoubleClick Bid Manager will offer the tools needed to reach a large audience across multiple platforms, including ad inventory from Google Play Music, Spotify, SoundCloud and TuneIn. Pandora is also expected to be added soon, according to the press statement.Audio is considered one of the most immersive and accessible mediums to reach an engaged audience, with music streaming services estimated to reach 1.2 billion people globally this year.Moreover, audio advertising is expected to continue as music streaming services attract more users, and more consumers turn to audio for entertainment across devices.This development was announced in a blog post by DoubleClick product manager Jean-Claude Homawoo who explained how marketers may leverage audio ads."Audio ads bought through DoubleClick help brands connect with people even when they aren't engaged with the screen on their device. In these moments when they are listening to audio, people aren't overwhelmed with multiple ads, meaning that brands who are present get higher share of voice."For marketers, the ability to buy audio ads offers brands the opportunity to bring audio and digital campaigns together in one place, allowing them to connect with users in various moments throughout the day, he notes.Further reading:Twitter partners with DoubleClick to help sell its adsHeader Bidding throws a curveball at Google's Ad ExchangeProgrammatic adoption by APAC marketers on the riseCaption: Image credit: iStockphoto by Getty Images