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New ‘Smart’ Audio Ads Match Creative to Each User’s Musical Taste

Mar 7, 2019  •  Post A Comment

A new audio advertising format has been unveiled that uses artificial intelligence to match the ad’s creative message with a user’s music listening behavior. MediaPost reports that the new units from Publicis Media’s Spark Foundry have been dubbed “sympaphonic ads.”

The ads “were developed in partnership with London-based AI Music, and utilize its proprietary AI engine to dynamically produce audio spots based on each user’s personalized listening experience,” MediaPost reports. “Once produced, the audio units are distributed via programmatic audio ad exchange AdsWizz to reach the targeted audiences in real time.”

In a statement announcing the new format, Spark Foundry Global Chief Content Officer Eric Levin said: “Most marketers are still using generic audio ads across all platforms due to the time and money that it would take to create varied audio creative assets. By using contextually relevant audio ads, our beta marketer, Cox, has already begun to see an increase in brand engagement and by using AI for creative work, we were able to also help them save both time and money.”

Spark Foundry noted that Cox Communications is the “exclusive beta” for the new ads. Cox reportedly began testing them with a campaign that launched in December 2018 and runs through the end of this month.

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