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Digital Ads Playbook

Audio Ads

In Depth Assessment

For millions of Americans, streaming music, radio, and podcasts are part of their everyday media diets. On platforms like Pandora, Spotify, and iHeart Radio, advertisers can take advantage of a poppy medium in a high-attention environment to reach users with messages and calls-to-action that can stand without a visual element.

While audio inventory can sometimes be accessed programmatically, you frequently would access this inventory via a direct deal with a vendor. Unlike a programmatic campaign where you would likely be accessing multiple audio vendors or publishers through a single buy, direct deals are usually through single publishers and have a minimum spend threshold. There are also companies that aggregate premium inventory from top publishers. These companies give you a more expansive inventory pool without some of the pitfalls of programmatic buying; direct buys with these inventory aggregators will also have minimum spend thresholds.

Audio ad platforms

Quick Facts

Audio Ads
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Skill Level Needed to Buy Ads

Expert Touch Needed

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Typically Managed By

Ad Agencies

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Notable Targeting Capabilities

  • Demographic targeting
  • Geotargeting
  • Behavioral targeting
  • Contextual targeting
  • Retargeting
  • Custom list audience (sometimes)
  • Lookalike audience (sometimes)
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Available Creative Formats

  • Audio (10s, 15s, 30s)

Additional Resources

MiQ Ad Specs Spotify Ad Specs IAB’s Digital Audio Buyer’s Guide – 2.0 Political disclaimers, typically in line with FEC requirements: FEC Advertising and disclaimers

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