The programmatic audio market is huge – and marketers should be paying close attention to it, according to Toccara Baker, special operations consultant, EMEA at Adobe. Speaking to The Drum at Dmexco last week, she talks about Adobe’s partnership with Spotify, getting 90 per cent viewability rates and targeting hard to reach audiences.

Audio advertising gives marketers another avenue through which to reach consumers across different channels. According to eMarketer, marketers on average will be allocating an 11.6% of their budgets to audio this year – more than double that of 18 months ago.

And no one is making more use of this than Spotify. According to the company, it has 70 million active ad users who are exposed to 15” and 30” ads. This is why Baker is so excited about Adobe’s new partnership with Spotify, as advertisers can combine their own first-party data with Spotify’s rich data trove set to drive relevant and targeted campaigns on Adobe’s platform.

She explained: “If you think about a hotel brand, you can start to reach out to their members and non-members with targeted messages within Spotify. They can then layer on Spotify’s really rich data to target people based on their listening habits, age and demographic. From there they can serve a targeted display ad offsite that either asks the person to purchase or sign up for their loyalty program.”