Goldbach Austria expands advertising offering with digital audio

Media marketer Goldbach Austria is further expanding its digital advertising portfolio and adding the new media category of digital audio to its existing screen offering. With this expansion, the company is strengthening its expertise in digital advertising and tapping into new reach via podcasts, audio-in-game advertising, web radio and streaming. Thanks to the integration into the Azerion Group, Goldbach Austria gains access to a comprehensive audio network, including brands such as Acast, Julep, Podcast.de, Energy, Odeeo, Spreaker and many more, which will now also be marketed.

The new digital audio offering offers various booking options: Advertisers can use the entire Digital Audio Network (RON) or choose specifically between web radio, podcasts and in-game audio. The advertising formats remain consistent: campaigns include both pre-stream and in-stream spots and thus offer seamless integration into the listening experience.

Alexander Leitner, Managing Director and CCO of Goldbach Austria, explains: "Our existing marketing portfolio remains unchanged. At the same time, we are expanding our offering with new products that we are bringing to Austria via Azerion. Following the successful integration of the high-impact brand WeTransfer, we are now taking the next important step with Digital Audio under our new ownership. We are thus closing the last gap in our digital marketing portfolio and offering our customers an even broader range of digital media from a single source."

Phillip Pelz, responsible for product integration at Goldbach Austria, adds: "In marketing, we are focusing on Austria-specific traffic and are also developing additional services in the audio sector together with our colleagues at Azerion to further strengthen our portfolio. Advertisers can book digital audio campaigns flexibly - both IO-based and programmatic across the entire portfolio."

Advertising formats at a glance

Pre-stream audio spots are played immediately before the start of an audio stream and offer exclusive advertising placement. The spots are a maximum of 30 seconds long, with a recommended length of 15 to 20 seconds ensuring optimum impact.

In-stream audio spots are integrated directly into the current audio program and appear in editorial advertising blocks. They are also up to 30 seconds long.

In addition, advertisers can combine their campaigns with companion banners that are displayed alongside the audio spot. This maximizes the attention of the target group and creates direct interaction options, such as calling up further information, searching for store locations or downloading coupons - dynamically and at no extra cost.

More activation through a multi-sensory approach: The combination of audio ads and companion banners significantly increases advertising impact. Studies show that mobile audio ad campaigns with companion banners achieve an average click-through rate (CTR) of 1.55%. This high activation power results from the so-called "receptive moment", when users are particularly receptive to advertising messages.

In addition, the use of AI-generated commercials enables fast, efficient and cost-saving production of advertising material.

TO THE DIGITAL AUDIO PORTFOLIO

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