1、 BENEFITS OF PROGRAMMATIC AUDIO AT XAXIS AUDIO FORMATS SUBWAY AUDIO CASE STUDY XAXIS AUDIO ONBOARDED ADVERTISERS 9 10 11 12 2 THE STATE OF PLAY Mobile is the primary driver of digital growth in the Indian market The Future The future in India for the digital audio industry looks bright. There is con

2、siderable headroom for untapped advertising opportunities in the digital audio space, as consumption expands with the countrys explosive smartphone adoption. The number of smartphone users in the country is estimated to reach 829 million of the total population of 1.4 billion by 2022.1 In a market w

3、here online video became popular earlier, and a more competitive space for advertisers, digital audio is fast becoming an efective, and highly measurable way to connect with audiences at scale. 3 The Present At present, India is at the start of the digital audio and programmatic advertising journey.

4、 It has been found that 71% of advertisers allocate less than 10% of their advertising spend to audio advertising. This indicates that signifi cant education is still needed about the value of incorporating digital audio into media planning budgets. Opportunities Advertisers and agencies have a gene

5、ral awareness and familiarity with digital audio advertising; however, they still need a better understanding of its value in the advertising budget. Compared to other media spend to reach target audiences, a majority of advertisers classifi ed audio advertising as something they rarely choose (52%)

6、 or as a channel considered somewhat equally with other forms of media (35%). The Barriers For advertisers, the opportunities presented by their general level of awareness of digital audio can also pose the challenge of needing to raise their awareness about the powerful impact that audio advertisin

7、g and programmatic can have of their ROI and sales. More than half of advertisers (57%) said that not having a clear understanding of the impact of programmatic audio trading was a barrier to incorporating programmatic audio into their planning budgets. Campaign measurement was another key barrier t

8、o implementing programmatic audio (44%). As a result, only 9% of advertisers and agencies were considering audio advertising to improve returns of their investment. Device Choice The vast majority of advertisers believe that mobile devices (94%) are the most efective means to reach their audiences.

9、This was followed by in-car (72%), home devices and assistants (42%), tablets (31%), and desktops or laptops (26%). 4 THE STATE OF PLAY INDUSTRY CONTEXT India is witnessing a wave of change in its audio landscape. The country currently ranks second in the world in terms of the amount of time spent c

10、onsuming content.This rising number of smartphone users has led to a remarkable 17x increase in content consumption.2 This growing demand for more content is increasing the popularity of podcasts, music streaming services, and online radio - particularly among the 18-34 age group.3 Today over 200 mi

11、llion listeners are using music streaming services in the country.4 Additionally, due to the heavy focus on video advertising in the market, there is signifi cant competition among publishers to get pricing right and gain a greater share of media budgets. Both advertisers and media planners need a b

12、etter understanding of how to incorporate digital audio into the advertising budget to better engage their target audiences. Once advertisers in India expand beyond traditional audio media buying to digital, the next stage is investing in programmatic audio to achieve a measurable ROI. Programmatic

13、audio advertising, or the use of technology to automate the insertion of advertisements into audio content, such as podcasts, music streaming and online radio, is in its nascent stage but is showing immense potential.5 89% 64% 62% 19.1 HOURS PER WEEK TO LISTENING TO MUSIC USAGE Music streaming is hi

14、ghly popular around the world. people listen to music through on-demand streaming reported listening to music via audio streaming services in the previous month used social media sites or apps to listen to music or watch music videos.6 much higher than the global average of 17.8 hours a week. Indian

15、s devote an average of 5 GROWTH PREDICTIONS In FY19, revenues from overall digital advertising and subscriptions for the OTT video and audio segments catapulted 43.4% to INR173 billion. Within the digital industry, the advertising sub-segment grew by approximately 38% in FY19, with digital now formi

16、ng a key part of media strategies across industry verticals. The growth in regional consumption is creating new avenues for digital advertising. The Indian music industry, in particular, is expected to grow at a CAGR of 15.8% between FY19 and FY24. Audio streaming is expected to be the key catalyst

17、for this growth. Advertising revenue will be a key to driving growth for audio streaming platforms as the ad-supported user base scales up. Partnerships with social media platforms, video sharing platforms and gaming consoles are likely to continue providing incremental revenue growth for the music

18、industry.7 MOBILE IS THE PRIMARY DRIVER OF DIGITAL GROWTH IN THE INDIAN MARKET Indians spend the most time on social media, then video streaming sites, but we are also seeing more and more time spent streaming music. This content is primarily viewed on mobile devices as 97% of people used smartphone

19、s to listen to music in the previous three months.8 Indeed, there is a natural overlap between audio listeners and video viewers. By 2030, the number of people expected to be connected to the internet is anticipated to reach 1 billion.9 Additionally, the emergence of Internet of Things (IoT) devices

20、 that connect in various rooms of the home, from the house to the car, and from the car to the ofce, creates an interconnected ecosystem built around non-visual media. 6 The consumption of audio content is changing as listeners become more connected to the internet and digital content platforms. To

21、prepare for this evolution in consumption, brands and media planners need to consider investing their time in understanding these shifts in behavior and plan their advertising spend around opportunities that can help reach these audiences. Xaxis conducted a survey of brands, their agency partners an

22、d media publishers to understand the drivers, challenges and adoption of programmatic audio as an option in a changing audio landscape across India. The survey tested the groups knowledge of digital audio and programmatic audio, and then tried to understand the drivers and barriers to digital audio

23、and programmatic audio investment. 7 As audio streaming becomes more popular in India, and information about the impact of audio advertising spreads, measurement tools will become more important. Audio is currently an undervalued and underutilized area of the media industry. DSPs traditionally have

24、been developed for display and video formats, but the industry is developing features to meet the nuances of the audio format. Publishers need to send the right signals to the buying platforms and third-party measurement providers, so that the intelligence around the ad-exposure can be used to measu

25、re ad-efectiveness. The top three drivers for investment in audio advertising for agencies and advertisers. Agencies and advertisers admitted that not having a clear understanding of the impact of programmatic audio advertising on revenue was a key barrier to incorporating it into ad budgets, follow

26、ed by campaign measurement and not training people adequately. Publishers and media owners listed four most important metrics for clients running programmatic audio advertising. For agencies and advertisers, mobile devices are believed to have the highest audience reach. 8 For a nation that has witn

27、essed generations grow up with radio, digital audio naturally strikes a chord. Audio streaming is gaining popularity after Indias biggest home-grown platforms Gaana and JioSaavn changed the dynamics of digital advertising, and an infl ux of international platforms in the market, most notably Spotify

28、, there is immense potential for this medium. As access to the internet via mobile grows, and the ad-supported user base of audio streaming platforms expand, brands will begin to recognize the potential for meaningful engagement. The value proposition for advertisers looking to invest in digital aud

29、io is immense, as it ofers an edge to advertisers looking to achieve reach, frequency, engagement, targeting and measurability by way of mobile telephony.10 Whether that involves converting text-to-speech for the creation of real-time dynamic audio ads or pushing engagement through voice-enabled res

30、ponses, programmatic audio advertising is here to stay and provide people and brands many opportunities to connect. BENEFITS OF PROGRAMMATIC AUDIO AT XAXIS PROGRAMMATIC EXECUTION Unifi ed Reach and Frequency management across not just audio supply, but also can be part of cross-media, omni-channel m

31、arketing strategy including Video, Display or even DOOH. Transparency in the media buy, run via 3rd party DSPs Access to Premium Brand Safe Supply POWER OF DATA Precise targeting capabilities from Demo / Geo to Contextual (playlists and genre) Ability to target 1st, 2nd or 3rd party data segments Br

32、ing in the ability to measure In-tar- get reach via Nielsen Advanced reporting and Audience Analytics for the campaigns run via Xaxis Brand Impact Study powered by Nielsen MEASUREMENT POWER OF AI Optimize the campaign using Copilot to deliver on client goals 9 AUDIO FORMATS AUDIO WITH COMPANION Thes

33、e audio ads add another layer with a follow-up experience by showing the contextual creatives along with the audio. Ad 1Ad 1 SEQUENTIAL AUDIO This format consists of multiple related audio ads in a sequence between the songs. Ad 1 Ad 1Ad 2Ad 3 AUDIO WITH FOLLOW-UP This ad format include Rich Media d

34、isplay with the audio ad (HTML supported : 320 x480 banner) for better understanding. The images are displayed when users return to the app in the foreground. DYNAMIC ADS This ad format personalizes creatives based on listeners data such as location, day part, 1st party data, weather, platform etc.

35、20 sec audio + 300 x250 banner | Non-Programmatic 10 A MorningHot Weather Iced Cofee Los Angeles ChicagoHot Latte Cold Weather Morning AtlantaOfer: App Install N/AEvening AUDIO CASE STUDY OBJECTIVE To drive awareness, engagement and additional reach among 18 44 years old male and female target audie

36、nces across India. CHALLENGE Capturing of-screen moments while users listen to music and bringing them alive on-screen when recommending a Desi Sub and Desi Playlist to them. SOLUTION Spotify was selected as the platform to run this campaign. The audio campaign was run through an API integrated micr

37、osite with custom curated Call-to-Action (CTA) audio ads. CAMPAIGN EXECUTION The user is exposed to custom CTA integrated Subway Ad while on the Spotify app The user clicks on the ad and lands on the microsite The user connects with Spotify or chooses to attempt the music quiz Integrated API analyze

38、s the music behaviour of the user The user is presented with a Desi Flavor that matches their taste and a Subway sponsored playlist associated with it DATA TARGETING Afnity audiences for Music and Movies Audiences that use various food apps to order food BEHAVIOURAL INSIGHTS OF EXPOSED AUDIENCES Top

39、 Playlists CAMPAIGN OUTCOMES 2.7 MILLION unique users were reached via campaign 23K+ USERS were driven to the website 17%15.2 MINUTES of Subways desi curated playlists were streamed everyday 40 HOURS of music played via Subway playlists ENGAGEMENT RATE among Spotify users RomancePartyWork 11 XAXIS A

40、UDIO ONBOARDED ADVERTISERS 12 8FPI: Music Listening 2019 https:/www.ifpi.org/downloads/Music-Listening-2019.pdf 3KPMG: Indias Digital Future: Mass of Niches https:/assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf 5KPMG: Indias Digital Future: Mass of Niches https

41、:/assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf 7KPMG: Indias Digital Future: Mass of Niches https:/assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf 9KPMG: Indias Digital Future: Mass of Niches https:/assets.kpmg/content/da

42、m/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf 6IFPI: Music Listening 2019 https:/www.ifpi.org/downloads/Music-Listening-2019.pdf 10IAB: DIGITAL AUDIO BUYERS GUIDE 2.0 dio-Buyer%E2%80%99s-Guide-%E2%80%93-2.0-01112019.pdf 1The Economic Times: B: 5% of Indias digital audio streaming c

43、onsumers are free users. Are brands listening? sing/85-of-indias-digital-audio-streaming-consumers-are-free-users-are-brands-listening/71549323) 4TheNextWeb: Indias streaming music market is now 200 million strong but hardly anyones paying for it sic-market-is-now-200-million-strong-but-hardly-anyon

44、es-=aying-for-it/ 2 YourS: 2019 will be a terrifi c year for podcasts in India heres why c-year-podcasts-india We would like to thank our partners in India for all the support towards making the audio ecosystem more addressable, measurable and suitable for our brands. Xaxis India, 2nd Floor, Tower 9A, DLF Cybercity, Phase III, Gurgaon -122002, Haryana, India