With the user’s permission, Audio Ads, by OPL Digital, offers segmentations and results based on the identification of terms and subjects spoken by the target audience.
You know when you talk about a product or service out loud, next to your cell phone, and an ad for exactly what you said appears next?
Called Audio Ads, targeting digital media through audio capture is a legal practice that is increasingly common in the market.
“Several players, including market giants, do this, but it is difficult for them to assume. In a mobile world, it is something that must be done with responsibility and respect for the law”, says Rodolfo Darakdjian, CEO of OPL Digitala company that has among its various solutions, Audio Ads in its portfolio.
safe and assertive
Audio Ads happen with the user’s permission. By installing and registering in various applications and websites, the consumer accepts (opt-in) usage and privacy policies, and, consequently, authorizes access to the microphone, camera, GPS and other tools, so that the system itself works.
Contrary to what is said, technology does not capture everything the user says, but keywords registered by the customer in the tool, an efficient and assertive process that only materializes when the terms are clearly captured.
From this, display, push or video media are directed to the user, which can be displayed within the application that recorded the audio or in other apps and platforms.
Data processing is encrypted, with respect to privacy, anonymity and in compliance with the General Data Protection Law (LGPD).
Audio Ads becomes relevant when considering that there is more than one mobile device per inhabitant in Brazil: about 234 million smartphones were in use in the country, in June 2020, according to a study by the Center for Applied Information Technology, from the School of Administration of Companies in São Paulo from Fundação Getúlio Vargas.
An indicator of the Brazilian’s familiarity with audio tools is the increase in the use of virtual voice assistants, noticed during the pandemic. A survey by Ilumeo, carried out with 1,100 participants from different regions of the country, pointed to a 47% growth in the use of virtual assistants by voice, in the period.
For 84% of the participants, the use of this technology is more practical than typing, mainly to search for information or resolve doubts. For 76% of respondents, the possibility of carrying out other tasks simultaneously is what attracts the most. The study points to an upward trend in the use of electronics with virtual voice assistants for the following months, signaling a consolidation and impact beyond the period of isolation.
The application possibilities of Audio Ads, by OPL Digital, are quite varied and customizable. To adapt to the client’s strategy, keywords of interest are leveled and refined, including during the campaign, based on data, performance and objectives.
In addition to the ability to customize, the product can be upgraded with other solutions from OPL Digital, which specializes in high-performance mobile marketing. The company has global operations, with inventories on all continents, which reach 95% of the internet.
Its own Demand Side Platform (DSP) brings together more than 2 million websites, applications and social networks, with display, video, audio, push and native options. Its Data Management Platform (DMP) has more than 140 million users, most of them from Brazil, with high segmentation power and assertiveness. The company also reaches 95% of the country’s mobile devices.
Reliable and proven results
In addition to all OPL Digital products, including Audio Ads, being in line with the LGPD, independent audits and verifications are carried out by partners, such as Nielsen and IAS, which demonstrate the levels of ad visibility and risks of brand safety and fraud. . In all campaigns, the company guarantees a viewability of at least 70%, audited by Moat and Adledge.