LONDON — So far, “programmatic” systems of online ad trading have been applied to static display advertising and video advertising. Now, everyone’s talking about its value to TV advertising. But what about radio, music and podcasts?<\/p>\n
Havas is working with\u00a0an audio exchange and other partners to deliver programmatic audio advertising in France and the Netherlands.<\/p>\n
“Audio is an inventory source,”\u00a0<\/span>Havas Media Group programmatic solutions head Hossein Houssaini<\/a>\u00a0tells Beet.TV in this video interview<\/span>. “N<\/span>obody was looking at it because everybody went in to the visual space from a programmatic perspective.\u00a0<\/span>But, from a touchpoint perceptive, \u2026 audio plays a major role.<\/span><\/p>\n “If you can spot the consumer \u2026 with an audio ad \u2026 and then retarget later with a digital out-of-home (ad) \u2026 you can do a lot of interesting advertising.<\/span><\/p>\n “It opens up a new field of data, which is emotional data. Based on a playlist, you can say what emotion that person is in right now.\u00a0I<\/span>t may be the same message with different colour\u2026 you\u2019re happy, angry, sad.\u00a0<\/span>That changes the varieties or how you advertise.”<\/span><\/p>\n <\/p>\n