Our guide to Digital Audio advertising 2022
Everyone has their favourite audio streaming service. Spotify, Youtube Music and Apple Music are all popular choices. While preferences may vary from one consumer to the next, there is one thing that all music listening options have in common: streaming and digital listening are the most popular. A little over 7.9 million Americans paid for music streaming services in the first half 2014. That number was 72 million at the end of 2020. Add another 116 millions people who use these platforms ad-supported, and you'll see that music and podcast streaming are the dominant audio industries.
Advertisers must reach listeners wherever they are. Radio advertisements are not the only way to reach listeners. We've provided a guide for understanding digital audio advertising channels and the benefits of including this ad format in your playbook. Also, we have explained how advertisers can start using digital audio advertising.
What is Digital Audio?
We define digital audio as music streaming services such as Spotify and Tunein, digital radio stations (iHeart Radio), podcasts and digital radio stations. We know that consumers have different listening preferences so let's dive deeper into each channel and see how advertisers can reach them.
Streaming Services
Today's music lovers have many streaming options. Each one offers unique ways to discover, select and enjoy music. Advertisers can use streaming radio or streaming radio to reach their audience. Digital advertising allows them to track and target the right audience.
Satellite Radio
Brands looking for national advertising coverage via talk radio and news can use their live reads featuring A-list talent, segment sponsorships and targeted brand spots.
Listeners
Year-over-year, podcast listenership has increased by 10%. Apple has an app that is dedicated to podcasts. It has been the most preferred place to listen to podcasts in America for years. Spotify will take the top spot in 2021. Spotify allows users to switch between podcasts and music in one app. It has more than 28 million podcast listeners.
Advertisers can use the endorsement-focused format of native advertising at the beginning and throughout podcast shows, regardless of whether they are listening on Apple, Spotify or another platform.
Why Digital Audio Advertising Is Important?
The numbers show the popularity of digital audio. Digital audio advertising offers many benefits beyond the increasing listenership rate.
Reach Your Customers Where They Are
Traditional radio ads rely heavily upon reaching consumers while they drive in their cars. Digital audio connects with consumers wherever they are, whether they're at work, running, or walking to the gym. Consumers are constantly being served ads while they are looking at their screens and televisions. Digital audio bridges that gap by allowing consumers to still listen to audio-only content, even though they aren't looking at the screen.
Align your Message Contextually
Digital audio advertising, as mentioned, combines traditional radio advertising's reach with digital advertising's strategic audience targeting. Digital audio advertising is no longer about blasting your message to a radio station and hoping it reaches your intended audience. Programmatic audio advertising lets you reach your audience using strategic audience targeting features like contextual, behavioural and device-type, geographic, and even genre relevance.
Strategic Media Spend
Digital advertising is a cost-effective option that marketers quickly see. Brands can rest assured that their audio ads are reaching the right audience at the right moment with analytics and attribution models.
Marketers looking to cut costs have an additional advantage with audio. While audio and video offer unique benefits for brands, they are often compared. Audio is an excellent way to get into video advertising if you don't have the budget. While digital audio ads are less expensive than video ads, there are still strategic advantages to using them.
Great Customer Engagement Rates
Many advertisers choose digital advertising ads due to their high engagement and listen-through rate. Audio ads can’t be skipped easily and are easy to digest as listeners only have to hear one audio ad. Midroll Media found that 60% podcast listeners purchased after listening to an audio podcast ad. Advertisers can make a lasting impression with consumers by combining audience targeting and a user-friendly ad placement.
It's time to invest in digital audio advertising?
In just five years, streaming options have dominated the market. Streaming has become so popular that New Album and New Release charts now include streaming in their calculation of "album sales". Advertisers need to keep up with the changing habits of streaming consumers.
Digital Audio Advertising Solutions
We offer digital audio advertising solutions for streaming services, streaming radio and podcasts. We can maximize our entire arsenal of tools by combining your digital audio strategy and your overall digital advertising strategy under one roof at digitalaudio.com.au. This will allow us to deliver high-performing campaigns.
Brands have exclusive access to private market ad placements through our strategic partnerships with streaming music powerhouses. These partnerships are paired with our inhouse media team to create fully-integrated marketing strategies that will lead to measurable results. Would you like to learn more about our digital solutions for your media mix in 2022 Let's talk.
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