Basis Technologies AdTech Academy Recap: How to Pitch Digital Audio with Corsa Digital

As part of Basis Technologies' AdTech Academy, the "How to Pitch Audio" workshop provided targeted training for publishers and media professionals on how to effectively plan, pitch, and optimize digital audio advertising campaigns.

Led by Richard Lodstrom from Corsa, the session addressed key client questions and walked through what works in the audio space today—from streaming and podcasts to mobile games and in-app placements.

Why Audio, and Why Now? 🎧

Digital audio has grown beyond brand awareness and upper-funnel goals. With the evolution of programmatic buying, attribution tools, and scalable inventory, audio has matured into a full-funnel, performance-capable channel.

Corsa, available via the Basis Inventory Directory, gives marketers access to:

• Billions of monthly impressions across podcasts, mobile apps, and gaming environments

• Inventory outside major platforms like Spotify, Pandora, and SiriusXM

• Flexible creative formats and partner integrations for attribution and measurement

• Competitive CPMs and targeting capabilities that rival — or beat — other providers

"You can launch a programmatic audio campaign in an afternoon. You’re not going to set up a host-read in a week." — Richard, Corsa

Key Takeaways

• Scale is critical: Programmatic audio can access inventory beyond the major players, opening up targeting opportunities at scale.

• Performance is real: Through attribution pixels and third-party integrations, digital audio can now support mid- to lower-funnel goals.

• Sensitive categories are supported: Corsa can run compliant audio campaigns in categories like cannabis, alcohol, gambling, and tobacco.

• Creatives should be simple: 30-second audio spots with a clear CTA remain the standard; companion banners help, but are not always guaranteed.

Client Q&A: What You Asked — and What They Learned

Below is a recap of client-submitted questions from the session, with answers derived directly from the webinar transcript.

1. Question: How can we use platforms more efficiently for streaming audio and podcasts?

Answer: Use Basis' Inventory Directory to locate pre-built Corsa PMP deals for audio. You can layer on third-party segments (like lifestyle, purchase behavior, household attributes), apply geo-targeting, and run multiple tactics to compare performance—such as Corsa vs. Spotify in a head-to-head test.

2. Question: What makes digital audio impactful? What KPIs should we focus on?

Answer: KPIs vary depending on the goal. For upper-funnel campaigns, key metrics include:

• Impressions

• Reach

• Frequency

• Listen-through rate (ideal is 95%+)

For mid- to lower-funnel goals, clients often track:

• App installs

• Site visits

• Form fills

• Purchases

• Clicks on companion banners

Performance can be tracked with tools like AppsFlyer, Podscribe, and Magellan, which enable real-time attribution and revenue tracking.

3. Question: Are live sports audio broadcasts something we can target at scale? What are typical CPMs?

Answer: While not deeply detailed during the session, Corsa works with publishers offering sports content and can layer on audience segments such as sports fans, bettors, and professionals. CPMs are generally lower than what you'd see on Spotify or Pandora, offering better cost-efficiency.

4. Question: Can we track conversions from audio ads?

Answer: Yes. Corsa partners with attribution tools like:

• AppsFlyer – for app installs and conversion events

• Podscribe and Magellan – for e-commerce behavior, including cart tracking and purchase value

• Signal Hill – for brand lift and sentiment studies via post-listen surveys

These tools enable full-funnel tracking, allowing advertisers to calculate metrics like ROAS and CPA from audio impressions.

5. Question: How can we better serve cannabis, dispensary, and other sensitive-category clients?

Answer: Corsa runs compliant campaigns across cannabis, alcohol, tobacco pouches, and adult categories. All creatives are reviewed for compliance. As the industry matures, inventory and publisher support for these categories has significantly improved.

6. Question: What verticals perform best with digital audio?

Answer: Corsa sees strong results across nearly all verticals. Notable examples include:

• Healthcare and Pharma

• QSR (e.g. McDonald’s)

• Logistics and Shipping

• Government and Public Safety

• Finance

• Sports Betting

Success depends more on clear objectives and smart setup than the industry itself.

7. Question: How does the audience size in digital audio compare to terrestrial radio?

Answer: While not directly quantified in the session, digital audio offers greater scale across digital platforms, more granular targeting, and measurable outcomes. It's more flexible and efficient than traditional radio.

8. Question: How do I access specific podcast inventory?

Answer: Corsa offers access to billions of podcast impressions and partners with tools like Pods Grab, Podscribe, and Magellan to show performance down to the individual show level. This allows advertisers to see which podcasts drive conversions and optimize accordingly.

9. Question: What reporting metrics are most common in audio?

Answer: The most frequently used audio metrics include:

• Impressions

• Completion rate / Listen-through rate

• Reach and frequency

• Companion banner clicks

• Conversions (form fills, app installs, e-commerce purchases)

• Revenue generated / ROAS

Corsa helps consolidate these metrics via integrated dashboards and third-party tools.

Final Thoughts

This webinar made one thing clear: digital audio is no longer just an awareness tool—it’s a measurable, scalable, and cost-effective performance channel.

Corsa’s role as a Basis preferred partner makes it easy to test, track, and expand audio campaigns with confidence. Whether you're working with sensitive categories, niche audiences, or performance-driven KPIs, digital audio has the tools and scale to deliver.

Start exploring: Search for “Corsa” or “Audio” in the Basis Inventory Directory to access curated deals and get started.