Adelaide Expands Adelaide for Publishers with Advanced Audio Capabilities, Welcoming Major Audio Partners
Adelaide, the leader in attention-based media quality measurement, announces the expansion of Adelaide for Publishers (AFP) with new features for audio attention measurement and activation. Building on AFP’s initial launch for digital web channels, Adelaide now welcomes audio media giants like NPR, SiriusXM Media, and Westwood One as launch partners for this initiative. This enhancement of Adelaide’s publisher toolkit empowers audio media owners to improve delivery against client KPIs and monetise their high-attention offerings across podcasts, streaming audio, and terrestrial radio.
Adelaide’s AU metric helps advertisers make better media investment decisions and drive efficient business outcomes. AU is an omnichannel media quality metric that evaluates thousands of signals to predict attention and subsequent impact.
Adelaide extends its commitment to media quality transparency by offering complimentary attention audits to audio publishers as part of AFP’s free tier. AU Audits provide the foundation for AFP, while more advanced solutions enable publishers to curate inventory, deliver granular attention insights, and increase CPMs for high-quality media.
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Adelaide has proven audio to be an effective medium for capturing attention and driving outcomes. A study by Adelaide and NPR examined podcast campaign data across more than 60 shows, 75 million impressions, and over 75,000 attributed purchase conversions. The study found that shows with higher AU ratings delivered 30% higher site visitation and up to 19% greater lift in Awareness, Favourability, and Consideration than lower AU shows.
“Adelaide’s AU attention metric puts another stake through the heart of the myth that sight, sound, and motion ads are inherently superior to audio ads. With AU scores for Radio, Streaming Audio, and Podcasts above most social and digital channels and just below Linear TV, marketers can confidently utilize audio ads to get noticed, hold attention, and impact memory,” said Pierre Bouvard, Chief Insights Officer at Cumulus Media | Westwood One.
“Many brands have long understood that NPR’s audience pays great attention to the valuable information they hear on NPR as well as to the brand messaging from sponsors who support NPR,” said Gina Garrubbo, President & CEO of National Public Media, NPR’s sponsorship subsidiary. “Thanks to Adelaide’s AFP tool, we have one more valuable way to measure that attention.”
Looking ahead, AFP will add support for connected TV, linear TV, and cinema. AFP currently offers four service tiers—Free, Light, Pro, and Enterprise — each tailored to cater to the diverse needs of publishers.
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Key aspects of Adelaide for Publishers include:
Placement Ratings: Comprehensive report containing AU scores for all placements, giving publishers a deep understanding of the quality of their inventory and its market value.
Flight Control: Tools that enable publishers to identify the optimal AU targets for maximizing efficiency based on advertiser and campaign specifics.
Campaign Insights: A tagless and automated solution that generates AU insights for campaigns.
Campaign Measurement: AU measurement via tagging across client campaigns, with live dashboard access, in-flight optimisation recommendations, and analytics support.
Outcome Testing: AU measurement plus third-party validation, enabling publishers to showcase the positive impact of high-attention inventory by linking outcomes to AU scores.
Activation: High-AU private marketplaces (PMPs) are easily created within a publisher’s preferred supply-side platform (SSP) using AU audit data.
“Expanding Adelaide for Publishers to include audio environments brings us closer to a more equitable holistic media market. With esteemed partners like NPR, Westwood One, Spotify, and SiriusXM Media, we’re not just broadening the scope of AFP; we’re significantly enhancing the value of audio media experiences for buyers, sellers, and listeners,” said Marc Guldimann, CEO of Adelaide.
For more information about Adelaide’s solutions for publishers, visit adelaidemetrics.com/afp.
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Triton Digital Integrates Amazon Publisher Services for Interactive Audio Ads
Triton Digital, a global technology and services leader in the digital audio, podcast, and broadcast radio industries, has announced an integration with Amazon Publisher Services (APS), which will provide Amazon DSP advertisers with access to premium audio inventory on a large scale. Additionally, Triton’s Audio Marketplace, which generates over 100 billion impressions monthly, for the AP’s clientele, the union increases Triton’s audio ad inventory for current APS publishers. Through this integration, shared APS and Triton Digital publishers can display Amazon Ads’ distinctive interactive audio ads on Alexa-enabled devices, providing listeners with an engaging advertising experience and publishers with improved inventory monetization.
Triton Digital announces integration with APS for audio ads
Through the combination of these platforms, publishers and advertisers can now use an extensive toolkit to improve their advertising campaigns. The digital advertising industry stands to benefit greatly from the combination of Triton Digital and APS. First off, by providing listeners with more pertinent and interesting content, it promises to enhance their advertising experiences. Because of improved audience engagement and retention, publishers have more opportunities to monetize their content.
Future of interactive audio ads
The future of advertising is interactive audio commercials, which offer dynamic and captivating mediums for brands to engage with their target audience. Triton Digital’s experience in this field maximizes the potential of these kinds of advertisements by presenting creative solutions to produce captivating and interactive experiences. Amazon Ads creates interactive audio ads, a creative ad format that allows users to stay in the streaming audio content they are currently enjoying while also inviting them to set reminders (“Alexa, remind me”), request more information via email or push notification (“Alexa, send more info”), and even add items to their Amazon shopping cart (“Alexa, add to cart”).
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Access to audio audiences
With over 100 billion audio impressions monthly, the Triton Audio Marketplace gives marketers and agencies access to one of the largest single pools of audio audiences, enabling them to transact on all types of audio inventory. When combined with the exclusive audience signals provided by Amazon Ads and the wide range of options provided by Amazon DSP, advertisers, and publishers can create deeper connections while publishers can generate revenue from their inventory through innovative means.
Triton emphasizes the value of interaction, citing survey data from a study by Amazon Ads and Kantar that found audio streamers were 75% more likely to respond to an advertisement with a voice command. A recent study by Amazon Ads and Kantar found that voice-command ads have a 75% higher response rate than audio streamers. Additionally, Kantar discovered that when compared to traditional audio creatives, interactive audio ads generated greater consideration (1.3x) and purchase intent (2.3x).
Here’s what they said
John Rosso, President and CEO, of Triton Digital said,
Amazon has had a long-lasting impact in the advertising space, introducing new ad formats and delivery vehicles that have transformed the audio industry. We’re delighted that APS has invited Triton Digital technology to provide interactive audio ads to shared publishers and are confident in its enhancement of the listener experience.
Steve Rabuchin, VP of Third-Party Supply at Amazon Ads added,
We’re excited for publishers that use Triton Digital and APS to make their quality content more easily available to advertisers using Amazon DSP. We look forward to learning more about how audiences engage with interactive audio ads, which will enable listeners to respond to advertisements without being distracted from the stream.
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