Overview of Audio Creatives

Audio creatives can be used on third-party ad servers, targeting various platforms such as:

• Traditional radio

• Streaming radio (e.g., TuneIn)

• Music streaming services (e.g., Spotify)

• Podcasts

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Why Use Audio Creatives?

1. Higher Conversion Rates

   • Non-Skippable: Linear audio creatives can’t easily be skipped, leading to higher engagement and conversion rates.

   • Mobile Audience: Audio creatives can be played on mobile devices (smartphones and tablets), allowing you to reach a broader audience, especially those listening to music or podcasts.

2. 1:1 Intentional Content

   • Audio creatives can be highly personalized for targeted audiences.

   • The use of voice helps instill emotion, making the ad more memorable.

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Listen-Through Rate Targeting

You can predict the percentage probability of audio completion once the ad is delivered. This is based on historical data about listen-through rates.

• Listen-Through Rate: This is the number of completed audio ads divided by the number of impressions.

You can choose to only purchase impressions that meet a certain predicted completion rate by selecting the Listen-Through Rate Threshold option when setting up the campaign. This allows you to target ads that are more likely to be listened to fully.

Audio Creative File Specifications

To ensure proper delivery of your audio creatives, adhere to the following guidelines:

• File Size: Maximum of 1 GB for hosted audio creatives.

• File Types: Your audio creative must be in one of the following formats:

  • 3G2 (3GPP2), 3GP (3GPP), AAC, ASF, AVI, F4A, F4B, F4P, F4V, FLV, M2V, M4P, M4V, MKV, MOV, MPE, MPEG, MP2, MP3, MP4, MPG, MPV, OGG, OGV, QT (QuickTime), RM SWF, VOB, WAV, WebM, WMV.

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Platform-Specific Audio Requirements

If you plan to serve audio ads on platforms like Pandora, Spotify, or Triton, make sure your creatives meet the specific requirements provided by each inventory provider:

1. Triton

• File Type: MP3

• Bit Rate: 128 kbps

• Ad Length: 15, 30, or 60 seconds (Trimmed of slate/silence)

• Sample Rate: 44,100 Hz

• Volume: Normalized to -4 dB

2. Pandora / AdsWizz

• File Type: MP3, AAC, or WAV

• File Size: Maximum of 20 MB

• Bit Rate: Minimum 128 kbps, 196 kbps recommended

• Ad Length: 15, 30, or 60 seconds

3. Spotify

• File Type: MP3, WAV, or OGG

• Companion Banner: 640x640 or 300x250

• Bit Rate: Minimum 128 kbps

• Ad Length: 15 or 30 seconds

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Testing and Compliance

Before your audio creatives can be launched, they must comply with the guidelines and specifications of the platform you’re advertising on, including those listed for Pandora, Spotify, and Triton. Additionally:

• Make sure your creatives pass testing to ensure they meet the required technical specifications and are ready for broadcast.

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Summary

To successfully deploy your audio creatives, follow these steps:

1. Ensure correct file formats and specifications based on your chosen platform.

2. Personalize and target your audio ads for the best engagement.

3. Optimize for higher listen-through rates by selecting the appropriate threshold for your campaigns.

4. Test your creatives and ensure they meet all technical requirements before going live.

By following these guidelines, you’ll increase the likelihood of higher conversions and engagement through your audio creatives across multiple platforms.