Digital audio listening is on the rise. Through technology, consumers can have an online presence 24/7 via devices such as smartphones, tablets, smart speakers, and watches - you name it. More of us are also using audio. Videos, the radio, voice search, and more - there are plenty of ways to stay connected without reading. The growth of digital audio listening has led more brands to evaluate the potential of digital audio as an advertising channel. Here is what you should know about audio advertising.
When we discuss digital audio, it encompasses a wide range of applications, including streaming music, digital radio stations, connected vehicles, smart speakers, podcasts, videos, and more. The use of digital audio has surged since the pandemic, particularly in the form of podcasts that many people have relied on.
From an advertising perspective, digital audio is more effective than traditional audio in many ways. Targeting is certainly one of the most important ways. Generally, with traditional radio listening, advertisers purchase a specific time slot. For example, a brand may choose to target people during the late afternoon to drive awareness during their commute home. However, as a targeting mechanism, this has limitations, especially around understanding precisely how many people heard the ad and who they were.
Enter digital audio marketing. It can be more targeted, more specific, and more focused. Advertisers can target users via non-personally identifiable logged-in data, such as gender, age, listening habits, and the device on which they are listening.
However, audio advertising goes much deeper than that. For those listening to digital audio on their phones, advertisers can tap into vast data on places the device has visited to gain a deeper understanding of the listener's interests. It's even possible to target an ad to be heard only by people wearing headphones. Hyperlocal targeting for small businesses is also effective, as people passing by the location receive a relevant voice ad that invites them to visit.
When it comes to the audience for digital audio advertising, there is a slight lean towards the younger demographic. However, people of all ages and with a wide range of interests listen to digital audio. That means whatever audience your brand is trying to reach, digital audio can deliver. Another significant benefit of audio ads is that they engage listeners in various ways, whether they are driving, running, cooking, or working out.
Get to grips with audio advertising. At Stratosphere, we can help. Our skilled industry professionals are up-to-date with the latest advances in internet marketing, and we offer a comprehensive range of services to take your website and marketing to the next level. Contact us today for more information on (818) 338-6700.
