The Next Big Thing:
Programmatic for Audio
The Opportunity is Unique
Audience is booming.
Proliferation of mobile listening.
Programmatic buying on the rise.
282%
INCREASE IN AVERAGE ACTIVE SESSIONS
IN THE PAST 3 YEARS
(WEBCAST METRICS, 2013)
*Average Active Sessions = Average nu...
718,583
802,363
961,012
1,072,287
1,177,368 1,208,802
1,278,172
1,457,794
1,529,951 1,546,458
1,535,282
1,796,650
2,042,22...
31%
OF A18+ INTERNET RADIO USERS
LISTEN THROUGH A MOBILE DEVICE
(FORRESTER RESEARCH, 2013)
Does anyone
think THIS is a
good idea?
• Mobile devices provide far less
visual advertising real estate
• Audio is native to mobile
• Audio is always “above the ...
All Digital Audio: Desktop vs. Mobile
Total Listening Hours (TLH)
39%
63%
30%
61%
37%
70%
All Publishers Broadcast Publish...
Broadcast Only: Uniques vs TLH
Source: Triton Digital Webcast Metrics
63%
38%
37%
62%
Total Listening Hours Uniques
Mobile...
Why We Love Digital Audio Ads
% Of Cell Phone Owners That Have Streamed Online Radio From A Cell Phone
Connected To A Car ...
23%
OF ADVERTISING RUN ONLINE BY THE
TOP 1,000 ADVERTISERS IS USING RTB
(YIELD METRICS, JULY 2013)
• The First and Only Digital Audio Ad
Exchange
• Target Listeners, Not Stations
• Target or Retarget by
Geo, Demo, Device ...
P
U
B
L
I
S
H
E
R
S
Sell-Side
Platform
Demand-Side
Platform
Data Platforms & Aggregators
Measurement & Analytics
M
A
R
K
E...
Triton Digital Audio Publishers
Slacker
AOL Radio
Microsoft Xbox Music
Zngine
AccuRadio
181.FM
1clubfm (Dot1)
977Music.com...
Deep Level of Targeting
Radio Format/Genre 
Program Exclusions 
Devices & Channels 
Geo National & Regional 
MSA 
DMA...
And Tracking
Tracking
3rd Party Banner Tracking
(DFA, Flashtalking, Mediamath, etc.)

3rd Party Audio Tracking
(DFA, Flas...
Confirmed Delivery Only
• Based on audio ad delivery
• Confirmed server-to-server
• Works even on non-browser players
(suc...
Benjamin Masse
VP & GM, a2x Programmatic Advertising
Platform
@benjaminmasse
benjamin.masse@tritondigital.com
Thank You
Triton Digital at DES: The Next Big Thing: Programmatic for Audio
Triton Digital at DES: The Next Big Thing: Programmatic for Audio
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Triton Digital at DES: The Next Big Thing: Programmatic for Audio

  1. 1. The Next Big Thing: Programmatic for Audio
  2. 2. The Opportunity is Unique Audience is booming. Proliferation of mobile listening. Programmatic buying on the rise.
  3. 3. 282% INCREASE IN AVERAGE ACTIVE SESSIONS IN THE PAST 3 YEARS (WEBCAST METRICS, 2013) *Average Active Sessions = Average number of streams of one minute
  4. 4. 718,583 802,363 961,012 1,072,287 1,177,368 1,208,802 1,278,172 1,457,794 1,529,951 1,546,458 1,535,282 1,796,650 2,042,222 2,230,381 2,258,150 2,461,424 2,746,049 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Q2'10 Q3'10 Q4'10 Q1'11 Q2'11 Q3'11 Q4'11 Q1'12 Q2'12 Q3'12 Q4'12 Q1'13 Source: Triton Digital WebCast Metrics / M-F 6a-7p
  5. 5. 31% OF A18+ INTERNET RADIO USERS LISTEN THROUGH A MOBILE DEVICE (FORRESTER RESEARCH, 2013)
  6. 6. Does anyone think THIS is a good idea?
  7. 7. • Mobile devices provide far less visual advertising real estate • Audio is native to mobile • Audio is always “above the fold”
  8. 8. All Digital Audio: Desktop vs. Mobile Total Listening Hours (TLH) 39% 63% 30% 61% 37% 70% All Publishers Broadcast Publishers Pureplay Publishers Mobile Desktop Source: Triton Digital Webcast Metrics
  9. 9. Broadcast Only: Uniques vs TLH Source: Triton Digital Webcast Metrics 63% 38% 37% 62% Total Listening Hours Uniques Mobile Desktop
  10. 10. Why We Love Digital Audio Ads % Of Cell Phone Owners That Have Streamed Online Radio From A Cell Phone Connected To A Car Stereo Source: 2013 Arbitron-Edison Media Study 6% 11% 17% 21% 2010 2011 2012 2013
  11. 11. 23% OF ADVERTISING RUN ONLINE BY THE TOP 1,000 ADVERTISERS IS USING RTB (YIELD METRICS, JULY 2013)
  12. 12. • The First and Only Digital Audio Ad Exchange • Target Listeners, Not Stations • Target or Retarget by Geo, Demo, Device and Behavior • Buy In Real Time Through Your Trading Desk or DSP • Resulting in No More Waste
  13. 13. P U B L I S H E R S Sell-Side Platform Demand-Side Platform Data Platforms & Aggregators Measurement & Analytics M A R K E T E R S WEBCAST METRICS Trading Desks Agencies
  14. 14. Triton Digital Audio Publishers Slacker AOL Radio Microsoft Xbox Music Zngine AccuRadio 181.FM 1clubfm (Dot1) 977Music.com Big R Radio Fox News Radio Got Radio Hits100 Sky FM CBS Cox Radio Inc. Cumulus Media Broadcasting Greater Media Radio Inc. Emmis Radio Entercom Communications Corp. Townsquare Media Univision Wilks Broadcasting Beasley Lincoln Financial Media Company Journal Broadcasting Group Inc. Mapleton Communications Midwest Communications Alpha Broadcasting Broadcast Company of the Americas Deer Creek Broadcasting Delmarva Fifth Avenue Broadcasting Company Inc. Guaranty Broadcasting Hearst KDAY (Magic Broadcasting) LKCM Radio Local Media of America Lotus broadcasting corp. Midwest TV Mount Wilson Next Media Operating Inc. NRG Media Pamal Broadcasting Queen B Radio Inc. Red Zebra Results Radio Red Zebra Results Radio Simmons Media Sound Ideas WEHP WGET Prisa Spectrum Medya
  15. 15. Deep Level of Targeting Radio Format/Genre  Program Exclusions  Devices & Channels  Geo National & Regional  MSA  DMA  City & Zip  Longitude/Latitude  Audience Demo & Gender  Retargeting  3rd Party Data  Search Retargeting 
  16. 16. And Tracking Tracking 3rd Party Banner Tracking (DFA, Flashtalking, Mediamath, etc.)  3rd Party Audio Tracking (DFA, Flashtalking, Mediamath, etc.)  VAST 2.0 Compliant  GRP Validation (Nielsen and Comscore 
  17. 17. Confirmed Delivery Only • Based on audio ad delivery • Confirmed server-to-server • Works even on non-browser players (such as iTunes, Winamps, Xbox) • GRP validation on browser-based players Ad Speech Music Ad Ad Ad Speech Music Bid Request Auction Queued Ad Delivered Ad
  18. 18. Benjamin Masse VP & GM, a2x Programmatic Advertising Platform @benjaminmasse benjamin.masse@tritondigital.com Thank You

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