Digital ads continue to take the world by storm. More and more advertising is moving to smartphones, some which includes audio.
As an advertiser, what do you need to focus on? Audibility or viewability? New technology may be changing the way you measure engagement on your ads and how you spend those precious ad dollars.
Pandora is testing audio-based ad measurement. This measurement will change the game in digital advertising. Historically advertisers were charged according to the number of impressions created, not necessarily “viewed.” The standard measurement on whether users are viewing your ad is no longer enough. By implementing this new form of measurement, advertisers will have more accurate analytics on their users and if they are interacting with their ads. New technology will be taking it a step further to gather whether your sound is on and if the user listens to the commercial all the way through.
Content will start to be even more critical in getting users to engage with your commercial. Engaging images, and videos will continue to drive conversions. The main thing for advertisers to consider is how people are listening to Pandora. Are they driving down the road, at the gym, or is their phone in their pocket? Impressions alone can be a campaign’s only goal, but if you are looking for conversions, capturing users with audio may be your best shot.
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