Advertisers using creative optimization for video ads now can include ads for audio channels in these omnichannel campaigns. Today, ad-serving company Clinch announced it added audio channels to its Flight Control creative delivery platform.
Previously, the platform supported video ads on video channels (CTV, video ads on websites) and now it also supports audio ads going to audio destinations like podcasts, streaming audio, etc., and to customize the creative using generative AI.
Why we care. Digital audio continues to grow as an ad channel — it’s expected to exceed $11 billion in U.S. spend this year, according to Statista. Including audio creative in an omnichannel delivery platform makes it easier for advertisers and agencies to capitalize on the channel with a more efficient workflow that can handle dynamic ads.
Early adopters of dynamic ads (see below) aim to use dynamic creative to become more relevant to segmented audiences than if those segments all heard the same uniform ad.
Serving to audio. Clinch’s platform is certified for serving direct and programmatic campaigns to omnichannel adtech platforms and publishers, including:
- The Trade Desk
- DV360
- Yahoo
- Xandr
- Adswizz
- Videoamp
- iHeartMedia
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Creative assets. Advertisers and agencies using Flight Control have two options for the creative used in audio ads. They can produce audio assets for each variation in the ad campaign, or they can use generative AI production.
An audio player integrated with Flight Control allows users to preview audio campaign assets.
GenAI audio production. “We have a strategic partnership in place with a company that specializes in genAI voice production,” Clinch CEO Oz Etzioni told MarTech. “Advertisers can choose from their library of royalty-free voices to generate audio asset variations for use in Flight Control, or they can utilize their own brand’s voice for cloning if they have proper licensing to such rights.”
Right segment, right time. Flight Control offers diverse creative conditioning options for omnichannel campaigns. These options allow advertisers to align creative with audiences by segment, location, sports and other events, as well as local weather. These capabilities now extend to audio within the same omnichannel platform.
“Multiple layers of creative personalization can be applied to a campaign, and dictate the elements of the creative served,” Etzioni said. “This applies to all channels, as Clinch is a true omnichannel solution provider. With audio, different conditions can dictate which specific pre-recorded audio file is to be served, and where.”
Campaign success. A campaign for an automotive tires and accessories retailer, managed by agency Tombras, used Flight Control to deliver 25 creative variations in English and Spanish across 330+ regionalized campaigns in over 35 North American DMAs. The campaign achieved a 93% listen-through rate (those among all impressions who listen through to the end of the ad) for over 8 million engaged listeners.
Dig deeper: Advertisers and audiences refute the idea that podcasts are on the wane
The post Clinch adds digital audio to dynamic creative campaigns appeared first on MarTech.
Clinch, a leading provider of dynamic creative advertising solutions, has announced the introduction of digital audio to its suite of offerings. This new feature will enable advertisers to create more engaging and personalized audio ads that can be tailored to individual listeners based on their preferences and behaviors.
Digital audio advertising has been growing in popularity in recent years, with more and more consumers turning to streaming services like Spotify and Pandora for their music and podcast needs. This shift in listening habits has created new opportunities for advertisers to reach their target audiences in a more intimate and impactful way.
Clinch’s digital audio offering will allow advertisers to create dynamic audio ads that can be customized in real-time based on a variety of factors, including location, weather, time of day, and even the listener’s mood. This level of personalization is made possible by Clinch’s proprietary technology, which uses data and machine learning to optimize ad creative in real-time.
One of the key benefits of digital audio advertising is its ability to reach consumers in a more captive environment. Unlike visual ads that can be easily ignored or skipped, audio ads are often consumed while listeners are engaged in other activities, such as driving or working out. This means that advertisers have a greater chance of capturing their audience’s attention and delivering their message effectively.
In addition to its personalization capabilities, Clinch’s digital audio offering also includes advanced targeting options that allow advertisers to reach specific segments of their audience based on demographics, interests, and behaviors. This level of targeting ensures that ads are delivered to the most relevant listeners, increasing the likelihood of engagement and conversion.
Overall, Clinch’s introduction of digital audio to its dynamic creative advertising platform is a significant development for advertisers looking to create more impactful and personalized campaigns. With the ability to reach consumers in a captive environment and tailor ads to individual preferences, digital audio advertising is poised to become an essential tool for marketers looking to connect with their audiences in a meaningful way.
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