The programmatic audio industry has come together at #loveAudio , an event organised by Spotify in collaboration with Google, Adobe and Rubicon Project , which took place at the Cinesa Méndez Álvaro cinemas in Madrid.
The event focused on the power of audio and the current context in which the format is living. It is, as they explained, "the new way of establishing a conversation between people and brands." #loveAudio was launched two months ago and has been held in several cities, such as Paris or Milan.
A statement about audio at the start of the Madrid event: “People are belarus phone number just as exposed to video as they are to audio, but 10 times less is invested in audio than in video .” However, audio is becoming increasingly important thanks to the success of streaming entertainment consumption and the freedom offered by screenless environments.
Zuzanna Gierlinska, Head of Programmatic EMEA at Spotify , was in charge of presenting the biggest event in the programmatic audio industry. To give a more detailed context, the expert went back 10 years, when users and brands experienced the great rise of screens, the explosion of video and the “absolute focus on the eyes”. Now, she says, there is not much time for screens anymore and we are entering the screenless decade . “79% of audio consumption happens when people do not have access to screens,” Gierlinska emphasized. The trend that is becoming increasingly clear is the optimization of advertising for audio.
The main virtue of audio is its ability to transmit emotions and, to demonstrate this, Spotify has invited attendees to participate in an immersive audio experience thanks to a mask and headphones. An activity that has made clear the power of audio when it comes to provoking sensations.
Sara Buluggiu, MD for Italy, Spain and MENA at Rubicon Project , offered attendees more than favourable forecasts for the growth of audio. “Digital audio advertising will become a $1 billion market ,” she said, driven by the growth of podcasts, streaming music services and digital radio from traditional broadcasters. The speaker highlighted the importance of connected cars, which will allow content to be 100% personalised.