Who are ARD Media?

ARD Media is the largest public broadcasting organization in Germany, operating in both radio and television.

Much like PBS or the BBC, ARD Media operates more than 60 radio stations across Germany. They also operate many of the country’s most popular television channels, including the national channel “Das Erste”, and various regional channels run by its member broadcasters.

Objectives

ARD Media, the advertising sales arm of ARD wanted to promote its popular TV quiz show ‘Wer weiß denn sowas?’ using innovative podcast advertising strategies.

The aim? To raise awareness of Wer weiß denn sowas? by promoting it within podcasts in a way that felt seamless and engaging to audiences with whom the show would resonate.

ARD Media wanted to ensure that the ads aligned naturally with the podcast content, making them more relevant and appealing to listeners. This meant that it needed to produce hyper-personalised content for listeners - at scale and with a rapid turnaround.

Solution

To achieve this, ARD Media partnered with AudioStack to implement AI-driven, dynamic podcast ad insertion to those using podcast.de to listen to their favourite content. How?

• AI-powered advert creation: AudioStack’s AI automatically generated multiple versions of the Wer weiß denn sowas? ads adapting them to seamlessly fit different podcast themes.

• Contextual targeting: The AI platform identified relevant podcast topics and inserted customized ads that connected the show’s quiz format with the podcast’s subject matter across 7 categories - including history, science, music, entertainment and more.

• Real-time customization: The campaign scaled dynamically, delivering tailored ads at lightning speed without manual intervention, ensuring efficiency and accuracy.

Results

• Unparalleled agility and scalability: The automation allowed ARD Media to deliver 50 different personalized ads across multiple categories, streamlining a laborious process and significantly reducing costs.

• Higher ad acceptance: Listeners found the ads more engaging because they matched the podcast’s content.

• Greater engagement: Interactive knowledge questions in the ads encouraged audiences to participate.

With AudioStack’s AI-powered approach, we turned podcast advertising into a natural and engaging experience. By adapting ads in real time, we reached our audience in a smarter, more relevant way.

- Mirja Seidel, Head of Audio Sales

Why not listen to the ads for yourself here?:

Want to see how AudioStack can transform the way you create and deliver dynamic audio ad campaigns? Arrange a free demo with us today.