During the last years it has had a great impulse in practically all the platforms on the internet, however, audio continues to be one of the contents with the highest demand onlineas is the case with podcasts, online radio and other forms of digital audio.
“In 2020 it is expected that for the first time American adults listen to more digital audio than radio. As the audio landscape continues to evolve more and more into the digital channel, marketers have more opportunities to reach your audience and draw their attention using this format that has been tried for a long time”.
And to promote this type of content, Google has announced a new range of audio advertising options in order for companies to join in this growing trend of digital audio consumption, among which stands out soundmixer, a tool that will allow you to create audio ads more easily.
Audio Mixer – Easily Create Digital Audio Ads
Most of us play music in the background to help us finish our work and daily chores, go for a walk listening to our favorite podcast, or are interacting with a smart speaker, and that’s an opportunity to reach the target audience that Google wants to help cover with Audio Mixer.
“Audio ads are a unique way to reach customers when they’re not looking at their devicesbut they are still interested in the content and are receptive to brand messages”Google assured.
However, creating a quality audio ad is often a skill we haven’t learned to develop, and having professional services isn’t an option for all businesses, at least not initially.
Audio Mixer allows marketers load different tracks, including music, sound effects and voice, while having a full editing control in order to create a quality, professional audio ad.
In addition, Audio Mixer also allows brands and agencies add companion display creatives that will be displayed with the audio tracks. A preview gives advertisers a better idea of the full experience their audio ads will have.
This tool is intuitive and easy to use, regardless of the user’s level of technical experience. Audio Mixer is now available globally at
Discover Audio Inventory on Marketplace
Google also wants to make it easier for advertisers to connect with audio publishers and Know the inventory available for your campaigns. Audio now has its own section on the Marketplace, showing top partners for what they are AdsWizz, iHeart, Pandora, SoundCloud, and TuneIn among others.
In addition, this tool also offers specific information on the type of content to distinguish between music, radio and podcast. This inventory is now available to all advertisers.
Google Brand Lift now offers metrics for audio ads
Google Brand Lift is an ad metrics solution capable of evaluating the impact of advertising campaigns in terms of brand perception: at the end of the year Brand Lift will also be added to the audio ad inventory on Google.
With this tool, advertisers will know how audio campaigns influence brand awareness, consideration and purchase intent, as well as It will allow you to optimize these ads based on your metrics, in conjunction with the results of video and YouTube campaigns.
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