When it comes to audio advertising, who really has time to weed through the more than half a billion podcasts and other audio content to find the best fit for your brand? No one.
Good thing that today’s audio advertisers have a tool that can help make that decision, and then analyze performance: artificial intelligence.
Over the past decade, I’ve watched AI steadily change audio advertising from general to much more targeted and personalized. With modern AI advances, large-scale audio data analysis of streaming content, podcasts, voice-activated devices, and more is possible within a matter of seconds.
So, if you haven’t been using AI to make the most of your available data and foster better engagement with your customers, here’s why you need to start right now.
AI means real-time analytics
Say goodbye to manual and outdated processes to review, index, and analyze thousands of hours of audio content. Gone are the days when you ran a campaign and sent got a log file at the end of the month, or when you couldn’t confirm with certainty that a podcast host delivered the right message about your brand. AI provides deeper insights, analyzing audio spots and mentions minutes after air to confirm target messaging and provide real-time analytics, allowing advertisers to make smarter decisions about their campaigns. Whether it’s pivoting to adjust messaging or refining other campaign elements, AI makes it possible to make changes proactively.
AI means improved searchability and discovery
With the ever-growing volume of audio content, the process of search and discovery becomes exponentially more challenging. Finding the right piece of audio content in an archive or reviewing the more than 18.5 million podcast episodes currently available to find the right one for your brand can feel like looking for a needle in a haystack. AI technology provides advertisers with the ability to proactively find the right advertising opportunities that align with their overarching brand message. Imagine real-time searchability that provides an understanding of the contextual aspects of programs to determine brand alignment before investing ad dollars.
AI means reaching more people
Using AI to index mountains of audio programming helps advertisers to create richer and more personalized native advertising content to align with programming that best fits with their brand, and that they may not have found otherwise. As a result, there’s a likelihood of reaching prospective buyers who otherwise would have been missed altogether. Marketing is all about reaching more of the right people with relevant messages. So, anytime there’s a new way to accomplish, it’s a win.
AI means preserving brand safety
Safeguarding their brand’s reputation remains a high priority for advertisers. At the same time, keeping track of brand mention and whether that mention was positive or negative is generally cost-prohibitive without AI. With AI, it’s possible to validate that advertising events took place and content was (or wasn’t) in alignment with a brand’s values. With the real-time insights that AI provides, advertisers can keep a pulse on how their brands are being mentioned and positioned across a variety of audio channels.
Looking at this kind of data analysis through an audio advertiser’s lens, one thing is clear: AI is going to continue providing advertisers with the intelligence they need to turn up the volume on their audio campaigns.
Sean Patrick King is senior vice-president, operations, Veritone One