After securing many large deals to help sell wide programmatic ads against top videos, Amazon is currently working to do the same with audio.
Amazon announced its alliance with SiriusXM Media on Tuesday. This allows online giant demand-side platforms to purchase ad inventory for the program from audio players. Amazon announced a similar agreement with Netflix last week with Disney in June. Amazon’s DSP will allow listeners to listen to the portfolio of SiriusXM’s streaming music channels to reach marketers, and expand it to an array of SiriusXM podcasts.
“Combining Amazon’s diverse audience and first-party insights with SiriusXM’s premium audio content will fundamentally rethink how audio can be integrated into a comprehensive advertising strategy.” “Our relationship exemplifies our commitment to providing unparalleled opportunities for advertisers across all media channels, including audio, which is becoming an increasingly important component of the consumer journey.”
Such an alliance may be helpful as Madison Avenue wrestled with broadband TV stocks spreading into the market, and much of the supply has increased as both Amazon and Netflix have entered ad-supported streaming. The new partnership will primarily deal with digital inventory purchased based on so-called “programmatic” advertising or algorithms that define the quality of a particular consumer that marketers are looking for. The hope is that the possibility of providing marketers with the opportunity to purchase a wider program inventory from a single venue could improve the effectiveness of the commercial by reducing the number of commercials shown to the same consumers and by distributing the commercials more accurately.
“We are excited to bring our premium audio inventory to Amazon DSP,” SiriusXM’s Chief Advertising Product Officer Sherene Hilal said in a statement. “For the first time, brands can combine Amazon’s first-party insights with audio content for full funnel measurements that prove the impact of smarter audience reach and digital audio. We aim to ensure that audio and ad spend and audio are part of all media.
