Propensity Display Network Audio Ads allow you to deliver audio advertisements across a range of digital audio environments, including streaming music services, digital radio, and podcasts.
Work with your team to produce audio creatives that meet the specifications below before launching a campaign.
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When to use audio ads
Propensity Display Network audio ads are most effective for brand awareness and broad reach campaigns.
Because audio ads are typically consumed through streaming environments such as music services, digital radio, and podcasts, users often listen without interacting directly with the ad.
Audio ads are commonly used to:
- Increase brand awareness
- Reach audiences during streaming media consumption
- Extend campaign reach beyond display or video advertising
How to create a Propensity Display Network Audio campaign
To launch a Propensity Display Network Audio campaign in Propensity:
- Create a new campaign and select Propensity Display Network Audio Ad
- Configure your audience and buying circle(s)
- Go to the Playbook tab and connect a buying circle, then select View the play setup
- Manage your assets and upload your audio files
- Go to the Launch tab and review the setup requirements
- Click View Channel and launch the campaign
Audio creative requirements and guidelines
Audio creative specifications
Use the following specifications when preparing your audio creative.
Supported File Formats
OGG, MP3
Max File Size
<500MB (smaller files are recommended)
Bit Rate
Publisher dependent
128–160 Kbps recommended
Maximum supported bit rate: 320
Duration
15s or 30s recommended
Spotify does not accept ads longer than 30 seconds and cannot include content related to Cannabis, CBD, or Religion.
Audio inventory is generally not skippable, with the exception of some podcast inventory.
Creative guidelines
When creating audio ads:
- Mention your brand name clearly within the ad
- Deliver the main message early in the audio
- Keep the message concise and easy to understand
- Include a clear call-to-action when appropriate
Click behavior
Propensity Display Network audio ads can generate clicks, but this is less common compared to other ad formats.
Audio ads are typically delivered through streaming services such as ad-supported Spotify. In some cases, users may have the option to click on the ad within the player interface, and those clicks will be recorded.
However, most listeners simply hear the ad without taking further action.
Because of this, audio ads are commonly used for brand awareness rather than direct response.
Audio inventory types
Propensity Display Network audio campaigns may appear in several types of digital audio inventory.
Primary inventory types include:
- Digital radio
- Streamed music
- Podcasts
In addition to these, Propensity Display Network inventory may also include:
- Audio-in-Game (via gameplay)
- Audio-in-Video (via video player)
- Text-to-Audio (via text-to-speech articles)
Example publishers
Propensity Display Network audio inventory includes well-known publishers such as:
- Spotify
- TuneIn Radio
- iHeartRadio
- SoundCloud
- WideOrbit
- TargetSpot
- 8tracks
Additional publishers may also be included depending on available Propensity Display Network inventory.
Minimum campaign spend
The minimum spend per Propensity Display Network Audio Ad campaign is $100