Why Advertise on Online Audio Channels?
Much like TV, there is an endless selection for entertainment in the audio realm including Spotify, online radio, podcasts, iHeart Radio, and much more. Radio was one of the first traditional advertising channels to surface in the advertising world dating back to 1922. Since then, consuming audio content has drastically changed in the past 99 years from only AM/FM stations, to numerous customizable, on-demand streaming services such as Spotify, Pandora and many more. Audio listening is continually on the rise. As of early 2021, 68% of Americans ages 12 and older listened to online audio in the past month, while 62% had listened in the past week. These trends are why marketers predict that total ad spend on podcasts will surpass $2 billion in 2023. Due to all of the different outlets and the rise in popularity for audio advertising, it is essential for advertisers to focus on why audio advertising is effective and how it can be beneficial to their business.
It is extremely important when utilizing audio advertising to create content that is of high quality and will captivate the audience. Although audio advertising has been proven to be efficient, it often requires more creativity and thought to gain the attention of consumers than video advertising. Audio advertising can be a bit more difficult because it is only stimulating one of the human senses – hearing – rather than video which stimulates the sense of sight as well as hearing. A tip that can help ensure the audio ad is well thought out is by first creating a well-written script. When writing the script, it is important to make sure the CTA and message are emphasized so the audience clearly understands the point of the message.
When consumers are listening to content, they are most likely not looking at their phone or device, but it is still important to create a banner ad accompanying the audio just in case someone is looking at their phone at the time. A banner ad will create a reinforcement of what the audio is saying and allows the consumer to be even more captivated. In addition, the banner ad can be trackable with a direct link to the site that is being advertised. Another advantage of audio advertisements is its tracking capabilities. Similar to CTV advertising, audio can be targeted to specific channels such as Spotify, Pandora, etc. with behavioral targeting on top of it. The tracking and targeting capabilities is something that can now be accomplished with the numerous channels of online audio that traditional radio was never able to do.
There are a surplus of factors that come into play that may be hard to think of when creating audio advertisements. If producing a high-end, quality audio advertisement is the goal, it may be wise to work with an agency who can assist to ensure that the product is well constructed and professional. Without the correct voice-recording hardware, it can be difficult and a lot of hard work to create an advertisement that has exceptional audio quality. It can also be overwhelming attempting to choose the best channels, with the right audience, and having the capabilities and knowledge to buy it directly within a budget. With all of these items to keep in mind when constructing an efficient audio advertisement, it may save time and money to hire an agency to assist in these decisions. That’s where Quantifi Digital can help! Our team of experts would be more than happy to have a conversation about audio ads and help in whatever way possible. Call us today to learn more!