Advertisers may now incorporate audio channel ads into their omnichannel campaigns by utilizing creative optimization for video ads. The Flight Control creative delivery platform now includes audio channels, according to a statement made today by ad serving provider Clinch.
The platform now enables audio advertisements flowing to audio destinations like podcasts, streaming audio, etc., and the ability to personalize the creative using generative AI. Previously, it supported video ads on video channels (CTV, video ads on websites).
Why it matters to us. As an ad medium, digital audio is still expanding; this year, U.S. spending on it is predicted to surpass $11 billion, per Statista. With a more effective workflow that can handle dynamic commercials, advertisers and agencies may more easily profit on the channel when audio creative is included in an omnichannel delivery platform.
The goal of early adopters of dynamic ads (see below) is to leverage dynamic creative to become more relevant to targeted audiences than they would be if they were all exposed to the same static advertisement.
Supplying audio. Clinch’s platform is approved to provide omnichannel adtech platforms and publishers with direct and programmatic campaign servicing, including:
- Adswizz
- Videoamp
- iHeartMedia
- The Trade Desk
- DV360
- Yahoo & more
Artistic qualities. There are two alternatives available to agencies and advertisers who use Flight Control for audio ad creative. For every ad campaign variant, they can either create audio assets themselves or use generative AI production.
Users can hear audio campaign assets previewing using an audio player that is connected with Flight Control.
Time and section are perfect. For omnichannel marketing, Flight Control provides a variety of creative conditioning possibilities. Advertisers can use these choices to match creative to audiences based on location, sports and other events, local weather, and audience segments. Within the same omnichannel platform, these possibilities are now also available for audio.
“A campaign can be applied with multiple layers of creative personalization, which can determine the creative elements that are served,” stated Etzioni. Since Clinch is a real omnichannel solution provider, this is true for all channels. When it comes to audio, various factors might determine where and which particular pre-recorded audio clip is played.
Success of the campaign. Flight Control was used to deliver 25 creative versions in both English and Spanish for 330+ regionalized ads across over 35 DMAs in North America for an automobile tires and accessories business. The campaign was managed by agency Tombras. For more than 8 million engaged listeners, the campaign earned a 93% listen-through rate (those among all impressions who listen through to the finish of the commercial).
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