Advertising and analytics platform Innovid has added audio ad serving tools to its suite of omni-channel delivery capabilities.
Now, marketers using Innovid’s platform can upload, traffic and independently measure their digital audio media investment together with TV, video, display, and social.
At launch, audio ad serving capabilities have been utilized by over a dozen clients, including Nationwide.
“Digital audio is quickly becoming a key channel of our marketing mix but it’s been difficult to scale without a unified view of omni-channel impact,” said Sara Sorce, AVP of Paid Media at Nationwide. “Innovid’s support for audio has allowed us to more effectively measure our audio investment side by side with other digital channels, like CTV, giving us a holistic understanding of our media mix.”
This new offering launches as the industry experiences a huge rise in consumption of streaming audio content– with estimates that nearly 1.5 billion global consumers will listen to digital audio formats like podcasts and streaming music at least once a month in 2021.
Unsurprisingly, marketers have taken note, as digital audio ad spending in the US is projected to grow to $4.72B within the same timeframe.
“The world’s largest advertisers are actively seeking streamlined, independent solutions to consolidate their advertising technology to reach audiences efficiently and at scale,” said Zvika Netter, CEO and co-founder of Innovid. “As a truly independent, trusted platform, Innovid is continuously innovating, expanding our omni-channel offerings to enable brands to personalize, deliver and measure ads across the entire advertising ecosystem. Audio is the latest addition to our growing omni-channel capabilities.”
“As marketers evolve from a test and-learn to an always-on approach with this evolving format, they are looking to Innovid to provide a unified source of truth to navigate all their digital challenges,” continued Netter. “As an independent ad-server free from any media conflicts, marketers know they can trust our measurement.”
