Everyone has their favorite podcast. Something you can tune into on your own time, to laugh, dive into a murder cold case, or learn about something new. A few that have topped my charts are Armchair Expert and Crime Junkie, and much like other podcast listeners, there are specific times that I will listen to one or the other. And it baffles me to think that podcasts were not a part of my daily life until about 5 years ago.
Music, however, I have always had playing in my ears, out loud, or blasting in the car. There is no doubt that there is no escaping streaming music these days. Streaming has become the most popular way to get music within the last 5 years, be it on Spotify or Apple Music, or an accidental subscription to Amazon Music because you (or your kids) asked Alexa to play a favorite song.
When people listen to digital audio, they stay engaged, despite the fact they are likely doing something else in the meantime. Many listen on their morning commute, as well as during mundane tasks, like washing dishes or folding laundry.
In the world of digital audio ads, there is a lot of versatility, including the length, kind, and placement of the ads themselves. Each of these factors makes digital audio ads unique. Some ads feature the hosts of podcasts talking about why they love a product, some are made by the brands or company themselves and placed between songs, or sections of podcasts.
The unique aspect of digital audio is that it is more intimate than other advertising mediums. Listeners feel connected to the hosts of the podcast, and they feel like they are uniquely being let in on intimate details of their lives. Personally, I discuss their news with my friends as if it is mine to share! Further, listeners can be more introspective and thoughtful with the topics being discussed because they are doing so alone. This leads most podcast listeners to feel like the hosts are their friends, and that the hosts are with them through their life's ups and downs. This is because even if the hosts themselves are unaware, they are a part of their audience’s routine and their greater life.
For me, I have more of a positive interaction and better brand recall when my favorite podcast hosts are the ones talking about the product. I already know and trust their opinions, otherwise I would not be listening to them! This always leads to a more positive brand experience for me, compared to an ad that was created by the brand itself. My trust in the podcast hosts in turn increases my trust in the products they are promoting.
To increase ROI in digital audio, there are a few components to keep in mind. The structure of the ad is one part, making sure that the ad matches the medium that listeners are using, and are more likely to engage with. For the most effective ads, you also need to keep your audience in mind. What they are interested in? What drives them? If you are unaware of what your audience would be likely to engage with, you should dive into audience insights, and let those guide your efforts. When it comes to ad effectiveness, the quality of the ad and the relevance to the audience are paramount.
Another factor affecting the relevance and resonance of ads is where they are being run. The channel or medium that an advertisement is running on has a major effect on the way the ad is received. If the advertisement is run on traditional radio, versus in the middle of the new episode of your favorite podcast, there is bound to be a different reaction to the messaging. Marketers should consider running audio ads in tandem with ads on other digital channels in order to maximize the touchpoints, and thus, opportunities for conversion, for the consumer.
When looking at an ad’s effectiveness, it is important to position the ad campaign towards a specific performance metric, be that awareness, or conversion. This distinction helps to optimize the campaign and future campaigns towards these goals, and ultimately be more effective in the process.
Remember: No ad should stand alone, there is significant evidence that it takes multiple touchpoints to make a memorable impact or a conversion. Mixing digital audio ads with other digital ads, or print ads, can increase the exposure for your audience, and help to drive conversions and increase trust and loyalty.
As with all advertising mediums, there are concerns around attention and engagement with advertisements in the digital audio space.
Ad-skipping behavior and short attention spans are real. However, according to a study by Lumen Research and Dentsu, digital audio advertising was 56% more effective than social, TV, and online video in terms of engagement. Further, audio generates greater brand recall than other advertising mediums.
Some solutions can change how ads are served, such as server-side video ad tech that allows you to serve ads into live linear programming and video-on-demand content. This allows the ads to be created/recorded in advance, even when being aired during a live event. This is the main difference between Digital Audio and traditional audio broadcast channels.
There are also ads that you can run based on the geographical location of the listener, targeting audiences with relevant and local business opportunities nearby. These capabilities include locally served ads that serve location-based weather and other relevant news on specific digital content.
The world of digital audio is ever-evolving. New attention metrics, new options, and offerings are available on the market as this industry continues to grow and expand. Digital audio may offer that additional recall or that extra push in your brand's omnichannel marketing strategy.
Reach out to Media Now Interactive today to learn more about how you can get into the ears of consumers, and how you can optimize your marketing strategy to increase the ROI of your digital audio advertising plans.