The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.

1. PROGRAMMAT
IC
MARKETING:
An overview of how
marketers can use
programmatic marketing,
advertising and buying.
There’s also some
information about digital
audio, the future of
television and more.

2. TABLE OF CONTENTS:
Page Title: Page Number:
Programmatic Marketing 4
Core Programmatic Concepts 6
Facts & Statistics 12
Consumers & Buyers 19
Creative Possibilities 25
Reaching Target Audiences 31
Programmatic Advertising 36
Programmatic Advertising Classifications 37
Types of Programmatic Advertising 45
Programmatic Buying 55
Programmatic Buying Steps 56
Step 1: Organize 58
Step 2: Design 67
Step 3: Execute 77
Step 4: Reach 87
Step 5: Measure 97
Programmatic Buying Steps to Improve
Campaigns
108 2

3. TABLE OF CONTENTS:
Page Title: Page Number:
Trends Affecting Programmatic Buying 117
Programmatic: Digital Audio & Television 126
Programmatic: Rise of Digital Audio 127
Statistics 128
Facts About Digital Audio 135
Programmatic & Digital Audio 143
Programmatic: Future of Television 151
Statistics 152
Facts About Television 157
Programmatic & Television 166
Programmatic: Viewability & Verification 181
Statistics 182
Facts About Viewability & Verification 187
Standards for Viewability & Verification 195
Concepts & Challenges 200
Viewability & Verification Fraud 207
Work Cited 211 3

4. PROGRAMMATIC BUYING FACTS:
Programmatic Buying:
Aims and promises to make digital marketing more
effective by leveraging the full potential of data to
reach consumers with relevant messaging in real time
4
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5. PROGRAMMATIC BUYING FACTS:
Five steps that are recommended for advertisers so they can maximize
their campaign performance for substantial gains in efficiency
Adopt a unified technology platform
Eliminate fragmentation
Implement advanced audience targeting techniques
Invest in and integrate the numbers people
Test, learn and keep learning
5
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6. STEPS TO IMPROVE CAMPAIGNS:
6
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Adopt a Unified Technology
Platform:
Working from a single
source helps mitigate
the challenges of
accessing data for
campaign workflow
Campaigns will launch
faster, and marketers
can use target audience
lists across tools and
channels
The teams’ performance
will not be cannibalized
by the other teams
bidding against each
other

7. TRENDS:
It’s Being
Adopted
It Can Be
Cost Efficient
It’s Data
Driven
Programmatic
TV
7
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8. TRENDS:
The advantages of programmatic buying
and selling will help increase the value of
local broadcast TV inventory
Programmatic buying will offer increased
behavioral targeting which will lead to a
better return-on-investment for advertisers
Total Audience Measurement system was
created with programmatic buying and
selling in mind
This will enable media buyers to create
audience target segments and pick Gross
Rating Points (GRP) by custom criteria such
as time frame
It’s Being Adopted:
8
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9. TRENDS:
It’s Being Adopted:
This all enables companies to create and simulate a plan across all platforms
including broadcast television, cable TV, streaming, online, mobile, and print
Companies should know how programmatic buying is affecting businesses,
and how this new method of buying media can be leveraged as a more
targeted, cost-effective way of online advertising
Programmatic buying is inherently random, and although it can be more cost
effective in some cases, business owners and marketers do sacrifice an
element of control
9

10. DIGITAL AUDIO:
54.1% of Marketers have Not Used
Digital Audio because of:
Fragmented
Supply of
Inventory
Lack of
Scaled
Inventory
Pricing
Unclear
Attribution
Metrics
10COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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11. DIGITAL AUDIO:
Why Audio is the tipping Point for Programmatic?
•With programmatic targeting and attribution, advertisers are able to trace audio’s
impact68.9%
•Audio is an immersive experience60.9%
•Audio is non-skippable52.8%
•There is zero ad fraud in audio47.0%
•Ability to opt-in, other format, it can be a new kind of push content if it is automatically
downloaded60.0%
11COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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12. DIGITAL AUDIO:
67.50%
41.70%
37.40%
36.20%
27.90%
27.90%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
STREAMING MUSIC SERVICE
PODCASTS
FORMATTED MUSIC CHANNELS
LOCAL NEWS/ TALK RADIO BROADCAST
NATIONAL NEWS/ TALK RADIO BROADCAST
SYNDICATED RADIO PERSONALITY
What Digital Audio Programming Attracts Marketers:
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13. DIGITAL AUDIO:
It makes it possible
to deliver
impressions without
fearing: overcrowded
pages, ad blockers,
adjacent browser
tabs or fraudsters
From an advertising
perspective: audio
offers marketers an
opportunity to talk
to listeners in an
organic way during a
relevant time of day
using relevant data
Marketers can
measure how many
ads a consumer has
heard for a given
brand across devices
and they can see
what action they
took
Although expensive,
it may be worth
paying as
programmatic tools
& platforms offer
efficient new ways to
ensure return on
investment
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14. DIGITAL AUDIO:
Streaming Audio Services have Begun to Change:
They’re more limited
and they have listener
friendly inventory
There’s a greater
range of targeting
opportunities based on
device & listener data
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15. DRIVING FACTORS FOR DIGITAL
AUDIO:
The interest around audio advertising is being driven by
the fact that consumers love digital audio
Shift from terrestrial radio to digital makes real targeting
possible for the first time around content as well as users
Audio inventory is more integrated than display ads or
video spots
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16. WHY IS DIGITAL AUDIO
COMPELLING:
Digital
Audio is
Compelling
because of:
Billion of
Streams
Data Gathered
from each
Stream
No Shortage of
Reach
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17. DIGITAL AUDIO PERFORMS WELL
IN:
Media/
Entertainment
Restaurants/
Food Services
Retail Automotive
Travel/
Tourism
Consumer
Packaged
Goods
Financial
Services/
Insurance
Technology
Healthcare Education
Beauty/
Fashion
Telecom
17COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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18. PROGRAMMATIC & DIGITAL AUDIO:
Programmatic
can improve
the
effectiveness
of any format
by enabling
data flow
Rapid growth
of audio has
lead
marketers to
automate the
buying
process
Ability to use
data appears
to be a key
driver of
programmatic
adaptation
All data
gathered can
be analyzed
for real time
audio
decisions and
optimization
Consumers
can be
targeted by
demographic,
geography
and device
type
18COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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19. PROGRAMMATIC & DIGITAL AUDIO:
Programmatic
audio can lead
to the
opportunity to
integrate audio
into cross-
channel
campaigns
Marketers are
currently testing
programmatic
audio as a stand
alone medium
and a new
advertising
channel
Early adapters
of
programmatic
audio include
major global
brands, new
entrants and
aspirational
contenders
In the future,
it’s expected
that
programmatic
audio will
become a
cross-device,
cross-channel
medium
19COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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20. PROGRAMMATIC & DIGITAL AUDIO:
The Simplicity of Audio Only Creative, Lends Itself to
Personalization:
Programmatic provides the perfect launch pad for dynamic audio ads
Optimizing can be done in real time and is based on the audience or
environment of the audience
20COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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21. WORK CITED:
"A Guide To Programmatic Advertising." Think with Google. N.p., n.d. Web. 28 June 2017.
<https://www.thinkwithgoogle.com/programmatic-guide/>.
"How Will Programmatic Media Buying Impact Your Business?" Hampton Roads Business Weekly Blog.
N.p., n.d. Web. 28 June 2017. <http://www.hamptonroadsmarketingnow.com/blog/how-will-
programmatic-media-buying-impact-your-business>.
"LinkedIn: Programmatic The Ebook- The Ultimate Guide to Programmatic for B2B
Marketing." Business. LinkedIn.com. Business LinkedIn, n.d. Web. 28 June 2017.
<https://business.linkedin.com/content/dam/me/business/en-us/marketing-
solutions/cx/2017/pdfs/programmatic-the-ebook.pdf>. PDf From LinkedIn
Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic- The Future of
Television. N.p.: Advertising Age, June 2016. Print*
Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic and The Rise of
Digital Audio. N.p.: Advertising Age, September 2016. Print*
Magazine, Advertising Age. Advertising Age Content Strategy Studio: Viewability and Verification
Through the Programmatic lens. N.p.: Advertising Age, December 2015. Print*
Umashankar, Balaji Murugan. "Types of programmatic advertising, a bird's eye view." Softway Blog.
N.p., 27 Oct. 2016. Web. 28 June 2017. <https://www.softway.com/blog/types-of-programmatic-
advertising-a-birds-eye-view/>.
"Value of an Integrated Platform for Programmatic Buying." Think with Google. N.p., n.d. Web. 28 June
2017. <https://www.thinkwithgoogle.com/marketing-resources/programmatic/value-of-an-
integrated-platform-for-programmatic-buying/>.
*Also available online at adage.com 21

22. CONTACT US FOR THE FULL
PRESENTATION:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com