Audio Campaigns in Ads Manager

Marc Fevrier

November 15, 2025 02:55

Overview

Within Ads Manager, you can create campaigns to reach listeners of streaming audio and/or podcasts.

Note: This option is currently available only if you have selected the 'Target by Location - Geotargets' or the 'Target by Audience' targeting goals.

Targeting Options

The first step to setting up an audio campaign is choosing whether your ad group will target streaming audio, podcasts, or both.

Streaming audio only: Minimum CPM of $19
Podcast only: Minimum CPM of $25
Both streaming and podcast: Minimum CPM of $25

Once you’ve selected your channels, you can define your audience with the following targeting options:

Targeting Option	Detail
Target by Location	Reach listeners by specifying State, DMA, or Zip Code filters.
Target by Audience	Reach one of our 1,500+ real world behavior audiences. The full list of audiences is available here. Audio does NOT support audiences beyond our standard 1st-party segments. When you target an audience, you can apply geographic filters for states and designated market areas (DMAs) only.
Target by Demographics	Target listeners based on age and gender. You can also use the 'Alcohol Age' targeting option for audiences over the legal drinking age.
Target by Day Part	Choose from predefined options: Weekend \| Weekdays \| Early Morning \| Evenings \| Late Night \| Working Hours \| School Hours \| Happy Hour or customize your own.
Target by Streaming Genre (Only for Streaming Audio)	Available genres: Adult Contemporary/Pop \| Alternative \| Classical \| College Radio \| Comedy \| Country \| Dance/EDM \| Games & Other \| Jazz\| News & Politics \| Oldies/Adult Standards/Classic Hits \| Religious/Gospel/Inspirational \| R&B/Soul/Funk \| Rock \| Songwriters/Folk \| Sports \| Talk Radio \| Urban & Hip-Hop \| Variety \| World
Target by Podcast Topic (Only for Podcasts)	Available topics: Automotive \| Books and Literature \| Business and Finance \| Careers \| Education \| Events and Attractions \| Family and Relationships \| Fine Art \| Food & Drink \| Healthy Living \| Hobbies & Interests \| Home & Garden \| Medical Health \| Movies \| Music & Audio \| News & Politics \| Personal Finance \| Pets \| Pop Culture \| Real Estate \| Religion & Spirituality \| Science \| Shopping \| Sports \| Style & Fashion \| Technology & Computing \| Television \| Travel \| Video Gaming Note: Podcast topics are often broad, and shows may be listed in multiple genres. Our targeting is structured around the main tiers of the IAB 2.0 taxonomy, which provides a structured way to categorize content, but some misclassification and overlap can still occur.
Target by Podcast Ad Positioning (Only for Podcasts)	Choose to have your ads placed before (pre-roll), during (mid-roll), or after (post-roll) the podcast. Note: Selecting this option raises the minimum CPM to $29.
Target by Language	Target either English or Spanish language content, or both. This feature is in beta, please reach out to selfservehelp@groundtruth.com to get it enabled for your tenant.

Tracking Capabilities

In-Store Visits

Track visits to physical locations post audio ad exposure.

Select the 'Select real-world Drive-To locations to measure foot traffic visitation' option.
Choose an existing brand in our system or a Location Group.

If you need help building a Location Group using the Location Manager platform, please visit the following help page or watch the following video.

Online Conversions

Track online conversions using our conversion pixel.

Ensure the pixel is added to your audio ad group and implemented on your website.
Conversions count only when users hear the ad and visit the website while on the same IP address.

For help creating and implementing a conversion pixel, please visit the following help page.

Ad Creative Specifications

Audio File Format

Duration: 5 to 60 seconds
Bit Rate: At least 128 kbps, max bit rate 512 kbps / 44.1 kHz sample rate
File Formats: AAC, MP3, OGG, WAV
File Size: Max 30MB

Need an ad? Platforms like wondercraft.ai can help create one quickly.

Best Practices:

Streaming audio ads should be upbeat and attention-grabbing.
Podcast ads should match the casual, friendly tone of the podcast.

Reporting

When running an audio campaign, a new Audio tab will appear in your reporting dashboard, providing access to:

Publisher Reporting: View campaign and ad group impressions broken out by top publishers.
Streaming Genre: View campaign and ad group impressions broken out by top streaming genres.
Podcast Series: View campaign and ad group impressions broken out by top podcast series.
Podcast Topic: View campaign and ad group impressions broken out by top podcast topics.
Podcast Ad Position: View campaign and adgroup impressions broken out by Podcast ad positions (pre, mid, post-roll).

When running a Target by Audience ad group, view LTR (listen-through rate) broken down by audience segment:

In the "Summary" tab of the campaign dashboard, navigate to the Report Name drop-down menu.
Select Audience Targeted (Table Only) from the options.
Click on the arrow to the far left of the ad group(s) to expand to view each segment's performance.

Additionally, standard reports are available under the Summary and Location tabs. See our Campaign Summary and Performance help page to learn more about reporting available on our platform.

Frequently Asked Questions

What is the LTR metric? LTR (Listen-Through Rate) measures whether an ad was fully played. For an ad to be counted as fully played, we must receive all event notifications—START, 25%, 50%, 75%, and END.
Are audio ads skippable? Our streaming radio and music inventory is unskippable. Since streaming radio is live content, listeners cannot skip ads unless they exit the app entirely. This ensures that ads play uninterrupted during the broadcast. On the other hand, podcasts are on-demand content, meaning users have more control over playback. They can fast forward or rewind, which makes it possible for them to skip ads. However, the nature of podcast listening tends to keep listeners engaged, and most listeners typically hear the ads in full as part of the overall experience. This difference highlights the importance of understanding the listener's environment when planning audio ad campaigns. While streaming radio offers guaranteed exposure, podcasts may offer a more intimate and trusted setting, where listeners are often more receptive to hearing the ads.
Can I create a retargeting segment of listeners who heard my ad? No, retargeting segments from an audio campaign are not available at the moment. This functionality is in development. At this time, audience targeting is only supported through our standard 1st-party audiences.
How long must an ad play to count as an impression? An impression is recorded as soon as the audio player starts playing the ad, regardless of how much is heard.
Is there a promotion available for me to test audio for the first time? Yes! We have our Audio+ offer, which is available to activate through March 31, 2026. To qualify, a minimum spend of $2,500 on audio media must be activated through a single campaign, then you'll unlock 50% of total audio impressions as added-value mobile impressions which can only be applied to the same qualifying audio campaign as a separate ad group. Any added value mobile impressions not run by March 31, 2026, will be forfeited.

Need Help?

For assistance, contact your GroundTruth representative or email us at selfservehelp@groundtruth.com.