Omnicom turns it up on programmatic audio

Sarah Homewood
By Sarah Homewood | 24 November 2016

A month after The Trade Desk and Spotify announced the businesses were bringing programmatic audio to Australian shores, Omnicom Media Group has revealed it's joining the party in bringing some of its major clients along for the ride.

The Omnicom Media Group is one of the first agencies in Australia and globally to embrace programmatic audio. It's said to have secured strong client uptake and spend for programmatic advertising campaigns on Spotify’s ad supported portion of the streaming service.

“Our brands understand from traditional broadcast radio that audio is a powerful and emotive medium," says programmatic director for OMG, Tom Fryett.

We are now seeing the traditional strengths of audio as a channel are only bolstered when you combine this with a programmatic approach, as you are able to send highly relevant and personalised messages to specific segments within that overall target audience.”

“We have had great take up from major advertisers across the group and we expect from the positive results seen to date to significantly expand this part of our programmatic offering next year.”

OMG wouldn't be led on the advertisers taking on programmatic audio, however it is understood that FMCG, travel and beauty clients are using this new service.

Onmicom has previously been working with The Trade Desk and Spotify out of the US, with the music streaming service earlier this year making its mobile audio inventory available on private digital marketplaces. At the time, this was a big deal for Spotify because previously ads were sold in audio-only exchanges with manual insertion orders.

Australia and New Zealand commercial director for The Trade Desk, Doireann Ó Brádaigh, says programmatic audio advertising is a whole new medium for brand advertisers and its partnership with Omnicom will deliver “significant targeting opportunities for brands” to reach their audiences.

“The inclusion of audio as part of The Trade Desk’s omnichannel platform means that agency traders can leverage the same expressive bidding capabilities for audio in addition to their display, video, mobile and native campaigns," Ó Brádaigh says.

“The ability to optimise bidding strategies and make expert media decisions inside one ad group, instead of using multiple line items, delivers better performance for brands and greater efficiency for traders as they leverage the true value of programmatic.”

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