Dentsu Inc.today announced the launch of its programmatic audio ad services, as one of its innovative actions aimed to promote programmatic digital ads in Japan.
The “Premium Audio Series” will be provided as one of the products in the Dentsu Private Marketplace.
To set this programatic audio offer, Dentsu leverages a2x, the leading programmatic audio advertising exchange by Triton Digital. a2x enables advertisers to deliver targeted, contextual and behavioral audio ads in real-time.
Launched in 2006 and currently operating in 36 countries, Triton Digital is a leading technology company providing digital audio advertising technology to the global audio industry.
In the following months, Dentsu will be partnering with premium audio content providers, such as radio broadcasters, to create the “Premium Audio Ad Series,” which is a part of the Dentsu Private Marketplace’s offerings.
The Dentsu Private Marketplace is a large-scale invitation-only marketplace where publishers make their inventory and audience available to select buyers, and where transactions are automated. As of April 2016, around 230 publishers are participating, with a variety of premium advertising space on offer. In addition to display advertising, the “Premium Video Series” has already been launched in the marketplace.
Demand for digital audio content such as Internet radio and music streaming services is growing along with an increasing mobile use and better Internet connectivity.
Despite this growth, there’s still no established or widely accepted way to serve digital audio ads. With the present move in order to launch Premium Audio Ad Series powered by a2x, the agency eyes to meet this growing demand for programatic audio.
Following Magna global forecast, programatic addvertising will account for a 40% of total investment in Display by 2017 in Japan. Ad investment in Internet totalled a 18.8% of a total of ¥6,171Bn in 2015.
