Audio advertising is finding its groove. Streaming has taken off with popular platforms like Spotify and Pandora, voice technology is booming thanks to companies like Amazon, and AM/FM radio still reaches more people than Facebook and Google.
The audio market is exploding, but many brands don’t realize how programmatic advertising can transform their marketing strategies. It’s important to get on board soon though because things aren’t slowing down.
questions that brands are asking:
Why should I care about audio advertising?
Building brand awareness is all about reach so audio is an important part of any media mix. You want to ensure that your brand’s story is reaching as many people as possible and radio alone reaches more people monthly than platforms like Facebook. Combine that with podcasts, streaming radio, and other IoT devices and you really can reach virtually everyone via audio.
What’s happening in the audio advertising world?
According to the Q1 2018 Edison Research “Share of Ear” report, traditional radio still takes the lead as the top audio provider, accounting for 47% of all audio time spent among adults. This is important for brands because the next three platforms with the most share of audio do not support ads.
Additionally, podcasts represent a new trend and is a prime example of the growth of streaming. The daily reach across key demographics is growing quickly. For example, daily reach among persons 25-54 saw a 52% increase.
Why do audio ads work?
Audio evokes emotion and the goal for any marketer is to establish a connection with their customers. In fact, studies have illustrated how audio has a powerful influence over our emotional strength and strengthens memory encoding too. There’s something inherently memorable about a good audio ad.
Does anybody I know use programmatic advertising?
This is one of our personal favorite questions. The answer is yes, there are a lot of brands (and their agencies) buying radio programmatically. Discovery is a great example. Discovery is a global leader in entertainment that uses SpotPlan to manage their audio planning and buying.
Programmatic radio buying helps their team save time and operate more efficiently while achieving a new level of transparency and accountability. When you have a large entertainment portfolio, it’s important to reach your fans (old and new) when they’re out and about. Radio allows them to do this.
You can check our Discovery case study to learn more about how they plan and buy radio in-house for promotion of their television programming.
Audio advertising is increasingly relevant and it has been proven time and time again that audio ads work. Now is the time to get ahead of the competition and build out strategies for the future of audio.
Do you have any bold audio advertising ideas? We’d love to hear all about them! Chat with us on Twitter.