This document discusses online audio ads, which convert online music into a channel for marketing communications. It describes online audio ads as an ad format that has proven effective in Western markets and is gaining momentum in Russia. The document outlines the benefits of online audio ads, such as precise targeting of audiences, associating brands with the emotions of music, and delivering messages even to "non-clickers". Examples are given of campaigns by Starbucks and Bookmate that achieved high conversion rates through the use of digital audio ads.

1. Digital audio ads
converts online music into
a channel for marketing
communications
First Russian sales house
оf online audio ads
Advertisers offer

2. 2
Music is everywhere
at work at home in cars during cleaning and training
Music is a perfect tool to connect brand
with strong emotions.
No other media can cause such a strong reaction from such a wide
audience, as music does.

3. 3
WHAT IS ONLINE AUDIO ADS?
Ad format that proved its efficiency
at Western markets and quickly gains
momentum in Russia
TARGET TO THE PRECISE AUDIENCE
ASSOCIATE YOUR BRAND WITH THE
IMPRESSIONS OF MUSIC
ONLINE AUDIO ADS IS NOT A NEW
FORMAT
Online audio advertising is built on the
principles of radio advertising, just better.
Massive coverage of radio formats combined
with interactive features of online media and
targeting.
Online audio advertising is based on the
standard VAST, which is used in the online video
advertising and which today support all
independent research and advertising systems,
including TNS Russia, AdRiver, AdFox etc.
DIGITAL AUDIO ADS HAVE ALL THE
BENEFITS OF VIDEO ADVERTISING AND
HAVE ADDITIONAL UNDENIABLE
ADVANTAGES.
DELIVER YOU MESSAGE UP
TO 10 MILLION UNIQUE LISTENERS
PER MONTH

4. How does it work 4
D ROSE 773 — Технология Sprint Frame
Audiotrack
Banner
Тт Text Block
Audio track
Length, seconds
15/30
One ad break —
1 audio
track
Breaks per
hour
1—2
Synchronous display
advertising
› Supporting visual banners
› Text up to 140 symbols
Synced banners appear near the player on the music
websites and digital radio. Text appears in the player
instead of artist name and song title.
+

5. 5
open access to all opportunities,
by connecting Russian digital music and radio
platforms in an ad network
Unisound is sales house focused
on digital audio ads. Its a new
format for Russia that we
pioneered and launched spring
2014.
Unisound executes advertising campaigns built
around music and online radio. It also develops
technology for the integration of audio ads into
online radio stations, podcasts and specialised
music services.
Unisound team participated in the creation of
online video advertising market and understands
all nuances of relationship with rightholders,
advertisers and users who participate in legal
consumption of audio content.
Partners of there associations:

6. 6 Benefits of audio ads format
1. 2. 3.
Digital audio ads can
efficient both for branding
and direct marketing
DUE TO ACCURATE TARGETING
No clutter
WE DELIVER ONE AD PER BREAK.
AD MESSAGE RECEIVE 100% USER
ATTENTION.
Interested customers
AFTER LISTENING TO THE AUDIO
CLIP CUSTOMER CLICKS ON THE
ADVERTISEMENT ABSOLUTELY
MEANINGFUL.
4. ADS ARE DELIVERED IN 100%
PROFESSIONAL CONTENT
5. EXTENDED CONTACT TIME
User can continue to interact with the ads after
the audio playback
6. THE EFFICIENCY DOES NOT DEPEND ON
THE CONTENT ENVIRONMENT
7. CROSS-PLATFORM AD FORMAT
8. SUPPORTED BY VAST & DAST
9. LOW-COST CREATION OF
PROMOTIONAL MATERIALS
10. INCREASES RESPONSE TO OTHER
FORMATS IN A THE SAME CAMPAIGN
11. ALLOWS TO DELIVER MESSAGE TO
‘NON-CLICKERS’
Unlike video and online formats, in case with
audio it is almost impossible click on ads
accidentally, so online audio advertising brings
a high quality audience, people who are
interested in the product.

7. …и ещё один
важный момент
7
Advertisers always want to create
bright emotions. And music is the
most emotional channel.
Digital audio ads ties brand with emotions from music.

8. 8 Online audio ads advantages
KEY FEATURES ONLINE VIDEO ADVERTISING ONLINE AUDIO ADVERTISING
UNISOUND
The level of user irritation Middle Low
Ability to convey a message to “no-clickers" who are not looking at the
computer screen or in another browser window
× ✔
Retention of attention to the advertising message Low High
Novelty of the format Low High
Interaction with advertising after viewing / listening × ✔
Only professional environment × ✔
Full access to the mobile platform × ✔
The cost of advertising materials High Low
Meaningfulness clicks / High-quality traffic Low High
Memorability of the brand and the emotional perception Low High

9. 9
Internet radio
Broadcast radio campaign
3.5X
Internet radio Internet campaign
Increase in ad response
+
+
=
=
Increase in ad response
2Х
Источник: TargetSpot
Adding digital audio ads
to a media mix increases response

10. 10
Listeners of online music and radio
are more social
60%
36%
39%
35%
39%
32%
listeners use social networks while
listening to music
exchange messages with friends
while listening
recommend sites and share links
follow their friends’ music
choices
link their profiles in music services and
social networks
want to be aware what their friends share
and go to the same sites as their friends
Источник: TargetSpot
57% 56%
shopping while listening to
music
study information on
planned purchases
... And they are in the
process of purchases

11. 11 Starbucks
GOAL
Promotion of the special offering regarding
company’s Birthday in Russia. Increasing visitors
to 7.starbucks.ru
MECHANICS
The campaign consisted of audio ads and display
ads on some platforms
AUDIO TRACK
+ TEXT
+ BANNERS
50%
LANDING PAGE TRAFFIC
was driven by digital audio ads
8%
CONVERSION
from those who listened audio to
landing page visitors.
80%
LISTENINGS
were not supported by display
ads.

12. 12 Bookmate
GOAL
Attract audience to Bookmate site —
e-reading subscription service Bookmate.
AUDIENCE
Listeners online music sites on 101.ru,
odnoklassniki.ru, zvooq.ru, svoy.ru.
40% OF ATTRACTED USERS
registered in to the service later, directly or
through search engines. Post-View Visitors
are not clicked on a banner.
0,38 AVERAGE CTR
twice higher than the average CTR for
display advertising

13. 13 Major brands
trust Unisound

14. 14 Biggest platforms
and radios connected to
Unisound network
The total coverage is
over 10 Mn
PEOPLE PER MONTH
More than
100 Mn
CONTACTS PER MONTH

15. 15
Pricing CPM VOLUME OF LISTENING DISCOUNT
300 STARTING 500 000 FROM 20% TO 50%
TARGETING AND SETTINGS
Age targeting
Gender targeting
Geo targeting
Frequency 25%
Time targeting
Income level targeting 30%
Second brand 50%
ADDITIONAL SERVICE — AUDIO RECORDING
20%
Audio ad in solo (man or woman) 4,900 RUR
Audio with music and/or FX 5,900 RUR
Audio with dialogues including music and FX 7,900 RUR

16. Why is it important to start
promoting with digital audio
ads right now?
16
1 2 3
BE THE FIRST WHO USES ALL THE
POTENTIAL OF ONLINE AUDIO ADS
RECEIVE MAXIMUM ATTENTION FROM
TARGET AUDIENCE, WHILE COMPETITORS
ARE SLEEPING
PIONEERS ALWAYS GET EXCEPTIONAL
OPPORTUNITIES

17. 17
Contacts
Kirill Petrov
Sales director, Unisound
kirill@unisound.net
8 903 688-84-19
WWW.UNISOUND.NET
Stas Tushinskiy
CEO, Unisound
stas@unisound.net
8 909 910-84-73