Audio campaigns allow you to serve 15, 30, 45, 60, 75, or 90 second audio advertisements across a variety of audio
streaming services through Audio Deals. These include DAX, Magnite, and Triton (iHeart Media) as Pontiac’s current deal providers. Audio delivers a high engagement rate with CTRs between 0.7% -0.9% and over 1% when combined with remarketing. Audio ads are effective for creating brand awareness and driving traffic to sites.

Audio Setup

1. Select from our Deals or Create or Select a Deal List:
   • The first step in setting up a successful Audio campaign is to select the PMPs or ‘Deals’ that the Line will target.
   • Select them individually or create your own Deal List and target them on your Line.
   • For Audio Campaigns and Lines, select Deals with the Media Type ‘Audio’. To look through all Audio deals, go to the Inventory tab > Deals > and search audio. As a best practice we recommend selecting and targeting every Deal that fits your campaign’s needs. There is no limit to the number of Deals that can be associated to the Campaign and Line. Selecting many Deals will increase the ability of the Campaign and Line to scale.
   • If you would like to upload your own Negotiated Deal, reach out through the Help Center to get the deal available on your seat. Once available, you can target your own Negotiated Deal as well.
2. Upload Creative:
   • If you do not yet have an Advertiser created for this Campaign, first create the Advertiser. Then open the Advertiser and upload one or more Creatives that meet the Audio Specs, see here: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Setup a Campaign:
   • The Campaign is used to organize a group of strategies for a set period of time under a single budget. All Campaigns must have at least 1 Line Item created underneath them, or they will not deliver impressions. The Campaign object can control the budget of associated Lines, but it does not execute the Campaign spend.
   • Targeting: The Targeting and Audience sections of the Campaign can be used as an additional filter for all Lines associated. It is recommended to use these sections, only if the targeting parameters apply to ALL Lines. For example, if all of your Lines are targeting the same Geos, these can be applied in the Campaign Targeting section instead of each individual Line. Note that an impression must meet ALL conditions for the targeting applied to both the Campaign and the Line to be eligible.
     • If using Deals, note that only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal.
4. Setup a Line Item:
   • Under the Advertiser and Campaign, create your Line Item following these recommendations:
   • Inventory Type: Select In App, Web, or Combined
   • Start Date
   • End Date
   • Budget Type: Select Spend or Impressions.
   • Bid Type:
     • Deals: Select Advanced Bid Controls and input a Default Bid Price and Max Bid for each Deal associated to the Campaign and Lines. As mentioned above, only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal. When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
     • Open Exchange: Basic Bid or Bid at Floor Price
   • Bid Pricing:
     • Deals: Often in the $18 – $25 range, dependent on deal.
       • The PMPs are real-time bidding environments with a specified price floor as defined by the publisher. This is the minimum CPM bid required to enter the auction. If you are not achieving the desired scale, continue to increase bids.
     • Open Exchange: Set a minimum of $13.
   • Budget Multiplier (optional): This feature allows the user to specify a multiplier on the daily budget. For example, a 1.1 multiplier will allow the Campaign to adjust the daily budget up to 110% of it’s typical daily budget. The calculation is Budget Multiplier * Daily Budget = New Daily Spend.
   • Enable Foot Traffic Reporting (optional): Optionally, enable Foot Traffic Reporting which allows you to enter specific commercial addresses and track whether users that were served your ads visited those locations. This is available for Audio at a $4 CPM, add this additional cost to your bid CPM.
     • Select Foot traffic lookback period.
   • Budget Allocation Weight: Establish the budget allocation weight for each Line that sits underneath the Campaign.
     • If ‘Manage Budgets’ is selected on the campaign, the total budget will be the dollar amount or impression number entered at the campaign level. The budget for each individual line item can be set as a weight. The total campaign budget will be allocated across associated line items according to the weights applied to each Line.
       • If ‘Manage Budgets’ is selected and ‘Auto Pace’ is also applied, the overall campaign budget will remain fluid between the associated line items. Each line item budget will be set as a ‘target’ allocation, but real allocations and daily budgets will shift according to real line pacing and available impressions.
     • If ‘Manage Budgets’ is not applied to the campaign, then each line item can have a fixed budget set as an impression or dollar amount. The budget type will match the budget type that is set on the campaign. Each line will pace according to the individual budget entered on the line as opposed to the over-arching campaign goal.
   • Line Frequency: Not recommended due to frequency capping utilizing IP addresses and can severely limit spend.
   • Targeting Options:
     • Deals: Individually select the Audio Deals that you would like to purchase inventory through, or in the ‘Deal List’ tab, add your own Custom Deal List to associated all Deals within that list to the Line.
     • Exchanges: Magnite (DV+), Triton
     • Geo Targeting: Allow or Block Zip Code, DMA, State, or Country
     • Site or App List: Recommended if buying through the open exchange.
     • Device Types: Select any or all ‘Personal Computer’, ‘Phone’, ‘Tablet’ depending on your strategy.
     • Privacy:
       • Serve to COPPA: If this box is checked inventory regulated “coppa” (Children’s Online Privacy Protection Act)) will be purchased.
       • Serve to DNT: If this box is checked users who have elected not to be tracked will be served to.
   • Additional Granular Targeting Options:
     • Channel, Network, Publisher, Genre, Series, and Title Targeting: Look through Deal’s sample bids to see what targetable information gets passed to precisely target the content your audience is interested in.
     • Multi Field: The multi-field option enables targeting across multiple fields simultaneously. If content matches any of the selected fields (genre, series, title, etc), ad will be shown to the viewer.
   • Creative: Associate the Creative that was uploaded under the Advertiser and meets the Audio Specs.
   • Audience Targeting: Apply Zip Code Targeting if desired. Run an Audience Research to identify your audience’s key characteristics and find lookalike zip codes that over index for your audiences key characteristics and target those zips.
   • Pixels: To track online conversions driven by an Audio Line, you can use an IP Conversion pixel. Read more here: Pixels