LONDON -- So far, "programmatic" systems of online ad trading have been applied to static display advertising and video advertising. Now, everyone's talking about its value to TV advertising. But what about radio, music and podcasts?
Havas is working with an audio exchange and other partners to deliver programmatic audio advertising in France and the Netherlands.
"If you can spot the consumer ... with an audio ad ... and then retarget later with a digital out-of-home (ad) ... you can do a lot of interesting advertising.
"It opens up a new field of data, which is emotional data. Based on a playlist, you can say what emotion that person is in right now. It may be the same message with different colour... you're happy, angry, sad. That changes the varieties or how you advertise."
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