Madrid, 15th December 2023, Taptap, a predictive advertising platform empowering brands to predict with precision and unlock advertising success at scale, today announces the integration with Triton Digital, the global technology and services leader to the digital audio, podcast, and broadcast radio industries. The partnerships will provide access to global programmatic audio inventory with 14 billion monthly avails across US, LATAM, EMEA, MENA and APAC.
With the addition of Triton Digital, Taptap will create new ways to connect with additional audiences that unlock more opportunities for clients within integrated omnichannel campaigns. The partnership includes access to leading global, regional and local audio platforms and publishers like CNN, iHeartRadio, Deezer, iVOOX, Prisa, Onda Cero, Caracol and Radio Global.
Taptap is exploring how the rapidly growing programmatic audio opportunity can be leveraged in combination with other channels in an area-based marketing approach. Audio advertising has seen rapid growth in recent years with 47% of advertisers and agencies globally stating that audio advertising is either their top or among their top media choices according to GroupM IAB Audio report 2023. Digital audio ad spend is set to grow 5.6% in 2023 yoy according to Dentsu’s Global Ad Spend Forecasts Dec 2023.
Audio has proven strengths when it comes to delivering ads that are emotive, memorable and motivating. Audio ad consumption is mobile driven with listeners often on the move and it’s this contextual understanding that is critical for leveraging the benefits of audio within a broader omnichannel strategy where location is a key driver. Audio ads can be used to perform a distinct branding/awareness role. This in turn can be supported with additional exposure from selected DOOH which reinforce with more visual branding that drive familiarity and consideration. Display and video can then follow up and leverage their strengths in providing support at bottom of the funnel and drive purchase behaviour.
“Our partnership with Triton Digital will allow Taptap customers to access the rapidly growing programmatic audio opportunity within their omnichannel strategies. By integrating audio with DOOH, CTV, desktop and mobile and activating it within areas of high audience affinity, an advertiser can saturate and dominate media coverage in a particular area of interest. This would appeal to QSR, retail or auto dealership brands for example who traditionally use offline radio to communicate location specific promotions and or have to support local franchisees.” Álvaro Mayol General Manager, Taptap.
Taptap is a predictive advertising platform empowering brands to predict with precision and unlock advertising success at scale. Helping brands find who and where their ideal customers are and engage them across CTV, DOOH, digital audio, desktop and mobile. Applying predictive modeling to demographic, behavioural, business and contextual data to enable smarter planning, buying and measurement by area across any channel whilst protecting user privacy. Current clients include global brands like Coca Cola, Dyson and LVMH and agencies groups such as GroupM, Dentsu and Publicis. Founded in 2010, Taptap is headquartered in Madrid with offices across the United States, Europe, South America and South Africa. To learn more, visit www.taptapdigital.com
About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.tritondigital.com.