When it comes to reaching out to their target audience, marketers are growing more innovative. This is why audio ads are becoming more popular. Audio advertising consists of advertisements that are delivered in an audio format. YouTube, Pandora, Apple Music, Amazon Music, Spotify, and TikTok are some of the most popular online streaming platforms right now. In addition, smart speaker marketing is also on the rise, with ads being played on smart speakers using Google Assistant, Amazon’s Alexa, and Apple’s Siri.
Audio ads, as the name suggests, are audio-based and rely on the power of sound to connect with people. This type of advertising is similar to traditional radio ads in that it follows the same basic concepts, but because it uses digital technology, it has evolved into a more immersive experience.
Why Consider Audio Ads?
“Combined, US radio and digital audio services will receive $16.80 billion in ad spending in 2021,” according to an eMarketer prediction. Digital audio received $5.59 billion of this total, and its percentage of ad spending is predicted to grow through at least 2025.
With so much money pouring into digital audio, it’s crucial to know who’s listening to these ads. According to research by Edison Research and Triton Digital:
- Around 28% of the adult population in the United States (around 80 million people) listen to podcasts on a weekly basis.
- Weekly, about 62% of that same population listens to some form of online audio.
A well-executed audio campaign can work wonders for your company and effectively communicate your message. It’s also one of the most cost-efficient – and possibly the most effective – marketing strategies currently available. Let’s take a look at some reasons why you should consider implementing audio ads into your digital marketing strategy.
Extensive Reach
The research above proves it all – using audio ads gives your business the potential to reach millions of people every week just through podcasts. This doesn’t even include additional streaming providers or even classic radio advertisements. A simple audio ad has so many possibilities for growing your customer base.
Emotional Engagement
Audio, unlike television and display ads, does not rely on visual engagement. As a result, digital audio can reach consumers in an immersive way that visual advertising simply can’t; music evokes emotions, and listening to a podcast is often compared to talking with a friend. Because digital audio is so compelling, according to Edison Research, 70% of monthly podcast listeners don’t do anything else while listening to one.
Other digital formats do not command the listener’s full attention like digital audio does. Listeners will feel more closely connected to the content they are hearing as a result of this, which will lead to a stronger relationship between the listener and the brand. Because of the personal aspect of audio, advertisements have a longer-lasting and remembered influence, resulting in a higher ad recall rate.
Selective Targeting
Streaming sites and podcasts appeal to a specific demographic. This means you have the power to choose the appropriate category for your ad. For example, you might set up your audio ad in the same way you would set up an ad campaign to target the population that would be interested in your product. As a result, you tag the appropriate individuals at the appropriate times. For instance, you can customize audio adverts for publications and choose the elements that are most relevant to them.
Valuable Audience
Because a significant percentage of digital audio listeners don’t do anything else while listening, audio advertising makes them a worthwhile audience to target. Listeners aren’t usually distracted by other media, so they won’t be distracted when they also hear an advertisement. As a result, the ad will have a greater impact because their full attention is on your ad.
The fact that the great majority of audio ads cannot be skipped is an extra bonus. Because there is usually no ad blocker for audio advertising, your ads will receive more exposure, allowing you to use your advertising budget wisely.
Lastly, the age of digital audio listeners is another major demographic factor. Digitally savvy millennials and Gen Z are big fans of audio. You can reach a younger audience that is entering, or has already entered, their peak spending years by targeting these age groups using audio. Furthermore, interacting with a younger population allows you to build long-term relationships with your customers.
Conclusion
When used as part of a larger marketing strategy, audio ads can be extremely effective. As the market expands, audio ads give brands more powerful opportunities to join a larger network. So, if you are looking to expand your audience in a unique, personal way, definitely consider implementing audio ads into your digital strategy.
