Audio has come a long way from its analogous beginnings. Over the span of 100 years, we’ve broadcast audio to fits widely shareable formats. Now, with the abundance of electronic devices, streaming platforms, and distribution options, people are able to listen to any type of audio when and how they want to.
What is Digital Audio?
Digital audio is any type of audio that you listen to over the internet. There are 3 main types of digital audio:
- Downloaded – songs, podcasts, or audiobooks
- Live-streaming – broadcasts from radio stations, social media platforms, or satellite radio
- On-demand – music, podcasts, talk shows, radio, voiceovers
Digital audio is available for listeners in almost every environment. Thanks to smartphones, smart speakers, and wireless headphones, people can enjoy digital audio in the gym, at work, or while running errands. In addition to its reach, digital audio offers a level of personalization that encourages uniqueness and audience identity that can otherwise be a challenge to build within the broadcast world.
What is Audio Advertising?
The nature of digital audio makes audio advertising a huge success. Audio advertising is the process of inserting ads into digital audio content in order to reach listeners. This allows advertisers to connect with audiences while they’re already enjoying the content they love.
Programmatic or digital audio ads are run similarly to programmatic video ads. The target audience, budget, and parameters can be set for each campaign to fine-tune your market. There are 3 different types of programmatic audio ads:
Audio Ads – Audio ads are typically 15 or 30-second clips. Just like video advertising, ad placements can be constructed as:
- Pre-Roll – Ads played before a streaming session.
- Mid-Roll- Ads during the playing of content
- Post-Roll – Ads played after content
- Live Playback – These are ads where the host (or DJ) plays back a digital audio advertisement. This format is ideal for radio or podcast-style digital audio content.
Ad Sequencing – Sequenced ads tell a story through multiple ads over time. Brands can use it to gradually develop brand awareness and end the sequence with a compelling call to action.
Skippable Ads – Pre-roll and mid-roll ads can have the option to be skippable. This can be an ideal option for advertisers to experiment with their content and observe listener behavior and interests.
How is Audio Advertising Effective?
Reaches High-Targeted Audience
Reach listeners based on the audio content that tickles their fancy. True crime podcast? Adrenaline-pumping songs for the gym? Your ads will be played to your target audience, whether they’re at home or on the go! Granular targeting means a better Return On Ad Spend.
Engages Your Listeners to Take Action
Despite being drawn to visual content, audio ads are still very effective, boasting a 24 percent higher recall rate than traditional display ads.
Tracks Your Ad Spend
Compared to traditional radio ads, audio ads have lower costs, and advertisers can actually attribute listening to ad spending. Audio ads provide in-depth data insights for advertisers to understand their campaign results better. They are also more target-specific, which yields a better return to the brand investing.
Offers Quality Inventory
Our partnerships with platform partners mean you get access to the best inventory. Having your audio ads delivered directly in-stream through audio apps reduces fraudulent activity risks and ensures legitimate listeners.
Easy to Build and Change
As a division of Digio Strategies, Data Street offers audio resources for your targeted audio ads that other agencies can’t. With access to voice-over professionals, scriptwriters, and producers, creating an audio ad for your brand is simpler, faster, and more affordable than you think.
What are the Top Streaming Audio Platforms?
According to Demand Sage, 41% of Americans listen to podcasts every month and over 230 million ad-supported monthly listeners enjoy digital audio on the largest streaming audio platform, Spotify. Spotify has become the world’s leading provider of online music streaming services. It offers a number of curated music discovery services including personalized daily and weekly playlists, podcast suggestions, and fresh finds.
With its easy-to-use interface and extensive catalog and the best device compatibility, Spotify wins amongst the rest. Spotify also offers the best free tier, so users can listen to millions of tunes at any time without paying a dime or providing a credit card number.
- Apple Music
If you like to buy your own digital music, Apple Music is one of the only streaming audio services with a digital locker to store your own library of songs. If you own an Apple HomePod, Mini. or Nest, you can voice command music easily. Apple Music also offers a friendly interface, over 90 million tracks, and compatibility with iOS and Android devices. The only fall-back for digital marketers is that Apple Music currently does not allow advertising.
Other streaming audio services include Qobuz, Tidal, and Amazon Music Unlimited. Amazon Prime Music comes “free” as part of a Prime membership, but users can upgrade to Music Unlimited. With Tidal, brands can advertise through the Tidal Free tier, similarly to Qobuz; however, Amazon Music Unlimited is currently ad-free.
Hire a Professional Marketing Agency for Your Audio Advertising Campaign | Data Street Marketing | Jackson, MS | Dothan, AL | Meridian, MS
When it comes to your audio advertising campaign, you want to ensure that you’re getting the most out of it by using the right tactics and strategies. This means hiring a marketing agency that knows how to create an effective campaign and execute it properly. As professionals in both digital and radio broadcasting, there isn’t a better option than working with Data Street Marketing. Hire professionals who can help you find the best places to run your ads, come up with creative ideas, and connect with the right audience members, all in one. Have questions? Contact us today to get started.