We may not have a crystal ball for your brand, but new predictive measurement tools are the next exciting step in Audio advertising. The days of waiting — sometimes patiently, sometimes not  — for campaigns to wrap before assessing performance are in the past. Dynamic ad targeting and AI-informed audience modeling allow marketers to forecast their audience before launch, the flexibility to adjust during a flight, and detailed analytics to evaluate post-campaign success. The result? More intelligent planning and improved return on investment.

So how does it all work? These innovations allow brands to personalize ads for individual listeners, optimize creative for audience segments, and study past ad performance to target the most interested listeners. We’re pioneering these advances with partners like Claritas to improve the client — and listener — experience.

Excited? We are, too. Let’s dig into the nitty gritty.

Customized ad creatives drive two times higher conversion rates. Yes, you read that correctly. When listeners feel an ad speaks to them, they’re more interested, engaged, and attentive.

We are currently testing dynamic ad solutions that deliver highly targeted creative elements to the right audiences across Audio campaigns. Partnering with cutting-edge tech firms like Claritas, we can help advertisers improve the listener and brand experiences. 

For instance, Claritas’ AI tool studies conversion data to deliver ad elements with the highest conversion probability for different listeners.

Here’s how it works: A young dad seeking quick, healthy meals hears an ad for a meal kit company. The ad features an energetic male voice and kids chattering in the background.

Meanwhile, his empty-nester Gen X mother might hear the same ad with a soothing female voice and soft background music, prompting her to purchase the product as an easy dinner solution.

These solutions can tailor creative elements like this for any ad, adjusting background music, voice, message, and offer. It can target by weather, location, and activities — all designed to strengthen connection and conversion.

This approach works. According to the AMA, 80% of podcast listeners prefer personalized ads, and 20% want hyper-personalized messages¹.

Picture this: Launching an ad campaign knowing which audiences will most likely convert. With the power of AI, it’s possible to transform how brands reach their consumers.

Predictive modeling digests insights from past campaigns to identify high-impact audience segments, powering more efficient media planning. 

With partners like Claritas, we are piloting these tools with encouraging early results. Claritas uses predictive data to build audience segments based on key verticals. For example, suppose a pet food brand targets consumers through their audio campaign. If your brand wants to find new buyers, we’ll analyze past per owner campaigns to find the listeners most likely to purchase the kibble and bits. No more generic demos — it’s all about precision targeting. 

Now is the time to rethink your audio investment. By shifting a portion of ad dollars to Audio and utilizing these new AI-powered tools, brands can boost engagement and conversion. How much? According to a recent Neustar analysis, moving just 1.2% of the spend to Audio produced as much as a 23% increase in Audio return on ad spend. We predict advertisers will get behind these metrics and dive into these new opportunities².