Programmatic has gained more and more importance in the last 2 years in Mexico and LATAM.

The necessity to include new formats to the programmatic world beyond display and video is more important than ever, that´s why we decided to look at new opportunities since Radio streaming is getting huge penetration in market (80%* internet users) and the 70% of our target listens to on-streaming at work, but there was not any option already included in the programmatic world with any DSP.

So how can we reach this target who was mainly interested in listening to music?

We created "Audio-Mate": the first ever programmatic Audio Ads offer.

Next, we were able to retarget those users in other websites with other formats such as video, display and audio, without repeating the same ad they already saw.

With timing segmentation we ensured that the overlapping was minimized so car drivers listened the traditional audio spot at a different time than radio streaming listeners.

We controlled multi-digital touch-points without being intrusive.

We reached 267k listeners with the audio spot apart of the 1,500,000 users reached by the entire digital campaign. This represents 30% of traditional radio listeners.

We maintained sales in a month full of releases, and we found brand recognition from users who asked for a test drive claiming they listened the audio ad.