Maximum reach via streaming and digital radio stations
Digital audio advertising: audibly present, always close
What is digital audio advertising?
Digital audio advertising is advertising through digital audio channels such as music streaming services and podcasts. This is done via programmatic buying through DSPs or direct deals with audio platforms and publishers. Your ads are played between songs or podcast episodes, often at times when your audience is fully attentive.
Audio is mainly used for mid-funnel and action-oriented campaigns: think of strengthening brand associations, reminding of an action, or prompting further steps through other channels like search. Although the impact is not always directly visible in clicks, we see clear improvements in SEO and SEA performance with our clients after using audio.
Music streaming is fully integrated into daily life
Why choose digital audio?
Audio is growing rapidly. Podcasts are more popular than ever, music streaming is fully integrated into daily life, and digital radio is increasingly listened to via connected devices. For advertisers, this offers a unique channel: very personal, non-intrusive, and perfect for storytelling. Advantages of digital audio advertising:
- Access to large networks such as Talpa, DPG, NPO, FDMediaGroep
- Streaming via Spotify, Deezer, Apple Music, and Amazon Music
- Ads in leading podcasts from Podimo, Mediahuis, and DPG
- Regional and national reach via digital radio stations
- Ideal as a connector between branding and performance
- Targeted targeting by location, time, device, and interest
- Perfectly usable in cookieless advertising strategies
We work for
Full-funnel strategy with Digital Audio
Digital audio advertising is not standalone. At Follo, we integrate audio into your entire funnel strategy. In the mid-funnel, we use audio to strengthen brand associations, and in the lower funnel, we combine audio with search and retargeting. This way, every impression becomes part of a larger whole.
This is how we build a funnel with audio:
- Mid-funnel: branding & reminder via audio in context
- Lower funnel: retargeting via SEA, display, and social based on audio contacts
- Search uplift: audio strengthens interest and search behavior, measurable via FolloEngine
Maximize your impact with data-driven digital audio campaigns
Our approach to digital audio advertising
Strategic channel and platform selection based on your audience
We choose the right channels and platforms that best match the preferences and behavior of your audience, so your message reaches the right people.
Purchase via DSP or direct audio deals
We optimize the purchase of audio campaigns by using Demand Side Platforms (DSP) or direct deals with audio partners for the most efficient placement.
Creation and production of captivating audio commercials
Our experts develop engaging and targeted audio commercials that capture attention and clearly convey the message.
Dynamic campaigns based on location, time, and interest
We adjust campaigns in real-time based on location, time of day, or listener interests for a relevant and personal approach.
Linking with search data and SEA campaigns for maximum funnel impact
By linking our audio campaigns to search data and SEA campaigns, we ensure a seamless strategy that enhances the customer journey and increases conversions.
Reports via real-time dashboards in FolloEngine
With FolloEngine, you receive real-time insights into the performance of your audio campaigns, allowing you to adjust and optimize immediately for the best results.
Reach your audience at the right moment, via the best audio platforms
Where do you hear your audience?
At Follo, we work with all major audio providers in the Netherlands and beyond. Depending on your brand, audience, and objectives, we choose the right mix of platforms and publishers.
- Streaming services such as: Spotify (including podcasts, playlists, and exclusive content), Deezer, Apple Music, and Amazon Music
- Digital radio and stations: Talpa (including 538, Radio 10, Sky Radio), NPO (NPO Radio 1, 2, 3FM, 4), DPG Media (Qmusic), and FDMediaGroep
- Podcasts: Podimo (exclusive content), Mediahuis, DPG, BNR, FD, and other major publishers
Whether you're a national brand or locally active: with digital audio, you'll always find a suitable moment to be audibly present.
FolloEngine
Audio & data: measurable via FolloEngine
Audio can also be measured smartly. With FolloEngine, we monitor the impact of audio on other channels. We combine first-party data, behavioral data, and search results to see what audio advertising really does for your brand. With FolloEngine, you see:
- Search uplift after audio exposure
- Interaction via other channels (SEA, social, direct)
- Funnel progression from audio to conversion
- A/B tests on creation and timing
This way, audio advertising becomes not only creative but also results-oriented.
Why digital audio advertising with Follo?
Follo is Europe’s leading performance agency with a strong focus on strategy, data, and media integration. With 180+ specialists spread across six offices in the Netherlands and Belgium, we help over 300 brands grow daily. From streaming to search, from audio to automation: we bring everything together in one smart, measurable strategy.
We ensure captivating audio creation, smart media buying, and sharp optimization. But above all: we make sure your campaign is heard and remembered. Integrated, scalable, and aligned with your growth objectives.
