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Programmatic advertising

Programmatic Audio Advertising with TheADX

Programmatic audio ads are spots that play while people listen to music, between podcast segments or during digital radio broadcasts. TheADX positions its offer as AI-assisted, real-time audio advertising. There are no visuals and nobody is looking at a screen, so success in audio depends on the first few seconds of the creative and on reaching the right listening moment. We usually plan programmatic audio as an awareness and reminder layer.

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Podcast · episode 12Ad break30 s from your brandYour audio ad
Illustrative view: illustrative view of an ad in an audio stream.
Purpose and appearance

What do we use this format for?

We use programmatic audio ads to keep the brand in people's ears at moments when they aren't looking at a screen: commuting, working out or doing chores. We turn the radio budget into a plan targeted by listener, city and time of day for campaign announcements and reminders, and create a second touchpoint with the same audience through visual channels.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

Programmatic audio vs. traditional radio advertising

In traditional radio, a spot is bought for a daypart, a station and a time slot; everyone listening at that moment hears the same ad. In programmatic audio, buying is done per listener. According to TheADX, targeting can be based on demographics, geography, listening habits, device type and time of day. So one spot can go to people listening to podcasts on their phones in İzmir between 7 and 9 a.m., and a different one to people listening to music on desktop in the evening.

Reporting is different too. Radio offers estimated listener numbers, while programmatic audio reports reach, listening time and performance by platform. This lets us see on which platform a spot is heard to the end and on which it is cut off halfway, and shift budget while the campaign is still running; with radio, that is only an estimate made after the campaign ends.

How we write audio ad scripts

Because there is no visual support in an audio ad, a message that doesn't stick might as well not have been delivered. Listeners can't rewind, don't see a logo on screen and are usually busy with something else. We write scripts, or edit copy from the client's agency, according to these rules:

  • The brand name appears in the first few seconds and at least once more at the end
  • One message: a single spot doesn't try to cover a campaign, a new branch and an app
  • A short call to action that's easy to say, instead of a long web address or phone number
  • Music and effects kept at a level that doesn't drown out the voice
  • For podcasts, a calmer, more conversational version that matches the show's tone

Timing, targeting and measurement for audio ads

Audio captures moments when listeners' hands and eyes are busy: commuting, working out, doing chores. We build time-of-day targeting around these moments, using day and hour data from our pre-campaign seasonal behavior analysis. For food delivery, for example, late morning and late afternoon make more sense; for financial products, weekday mornings. We read campaign impact by comparing branded searches and direct traffic in the regions where audio ran against a period without the campaign, using GA4.

We recommend audio as part of a plan that creates a second touchpoint with the same audience through display or video on TheADX DSP, so a listener who hears the spot in the morning also sees the same message on screen during the day. If global audio exchanges such as Spotify Ad Exchange or AdsWizz are needed instead of local publishers, DV360 audio ads are an alternative channel.

Audio Ads: when do we recommend it?

We recommend it

  • Brands with a radio budget that want to target it by listener
  • Consumer brands wanting to reach a young, on-the-move audience
  • Brands with limited visual production that need to announce a campaign quickly
  • Services concentrated in specific cities and time slots

We don't recommend it

  • Campaigns to be judged on direct clicks and last-click sales
  • Visually driven products that can't be understood without being seen
  • Campaigns planned to run unchanged for a long time with a single spot

How we manage Audio Ads

  1. Choosing the listening momentWe identify when and on which device the audience listens and turn this into time and device targeting.
  2. Script and voiceoverWe have single-message scripts produced that name the brand early, in two versions for music and podcasts.
  3. Inventory confirmationWe get the list of publishers, podcasts and radio stations available in Türkiye from the platform and remove unsuitable ones.
  4. Regional controlWhere possible, we separate cities with and without the campaign so we can compare the impact.
  5. Spot refreshWe replace spots with falling listen-through rates with a new version within a few weeks.

Audio Ads: metrics and requirements

Metrics we track

  • Reach
  • Listening time
  • Listen-through rate
  • Performance by platform
  • Change in branded search
  • Frequency

What you need to get started

  • A voiced spot or a script ready for voiceover
  • Two versions with different tones for music streaming and podcasts
  • A list of target cities and time slots
  • GA4 access to monitor branded search and direct traffic

Official sources

The Brand Move TheADX Team

To learn more about Audio Ads or other TheADX ad formats, contact The Brand Move TheADX team today.

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Explore further

Other TheADX campaign types and ad formats

TheADX overview

Related pages

Frequently asked questions

Audio Ads: frequently asked questions

What is programmatic audio advertising?

It is buying audio ad spots per listener rather than per station and time slot. Ads play on music streaming services, between podcast segments and on digital radio, and on TheADX they can be targeted by demographics, location, listening habits, device type and time of day.

How do we know whether an audio ad without clicks is working?

The platform reports reach, listening time and performance by platform. Because clicks are very limited, we also look at branded search and direct traffic during the campaign and, where possible, the difference between cities with and without the campaign in GA4.

Can we use our radio spot as is?

Often yes, but it may need shortening and remixing. Radio spots are usually produced with loud music and fast speech, which can grate in a podcast environment where people listen on headphones. For podcasts we recommend a calmer, more conversational version.

Can we buy Spotify or other global audio inventory?

TheADX is our choice for local publishers. If global audio exchanges such as Spotify Ad Exchange or AdsWizz are needed, we plan the campaign through DV360 audio ads instead.

Are voice-interactive ads through voice assistants available in Türkiye?

TheADX says it offers a voice-interactive ad model on smart speakers where listeners can respond. We confirm with the platform how far Turkish-language use and inventory are available in Türkiye before a campaign; for now, we don't base plans on it.

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