Now that sketch did have a glaring omission: audio. Time to take another look and add audio into the mix. Audio is one of the most overlooked channels in data-driven marketing. Sure, it has measurement issues and can't compete with the last-click attribution "goalhangers", taking all the glory and reward for handy conversion tap-in (Google, Meta, Amazon et al). But that will be fixed, as we build AI powered attribution.
And remember when we used to talk on the phone? Actually answer calls? Speak to humans? Luckily, the mailbox saved us, at least for a while, until it started telling us not to leave voicemails but to text instead. Voice notes came next. Great for the lazy typers, less so for the unlucky listener trying to find the right "environment" to hit play. We traded ringtones for vibrations, calls for texts... and now suddenly we're all excited because GenAI has voice mode.
Addressing the market's growing demand for unified programmatic solutions, Novicue has launched a future-focused supply-side platform (SSP) that combines CTV and audio advertising capabilities with premium inventory access. Novicue's SSP is a one-stop solution for brands, independent agencies, and publishers looking to harness the potential of CTV and audio advertising. Brands and agencies can partner with the SSP to access a wide pool of brand-safe, verified publishers and target their ads to the right audiences at the right time.
Sense is the first time artificial intelligence, creativity, and outcome-driven thinking have been combined in more than 3,000 audio campaigns to provide in-depth understanding of campaign success factors.
