Digital audio is a bit of a buzzword right now, but some may not know everything it encompasses. The types of digital audio can range from music to talk shows and podcasts. They also vary in how a listener consumes- it can be downloaded, heard live or played on-demand which is what most listeners are used to. You’re probably most familiar with digital audio through platforms like Spotify, Apple & Amazon Music, Pandora and Sirius XM to name a few. Now that we know what it is, let’s discuss how and why this growing segment of advertising is making waves.
Personalization Options
Since you are selecting audio placements within groups like music and podcasts, you’re already starting your targeting off on the right foot! Digital audio advertising allows you to close-in on genres, lifestyles, beliefs and more that would be a great match for your brand. In the case of our client who was spreading awareness of cloud-based services, we narrowed in on the tech crowd for podcasts and live-broadcasts. If we catch listeners when they are already in the mood to consume new information, we’re removing barriers to entry.
Cost Effective
Compared to other ad formats, digital audio ads are quite affordable for businesses of all sizes. So, if you own a small business or have a client with a limited budget hoping for maximum message absorption or conversions, digital audio ads should be at the top of the list!
Decreasing Screen Time
We’re also seeing consumers experience “screen fatigue.” In light of feeling physical or mental effects of over-consumption, people are doing what they can to find other ways to stay connected. This is where digital audio comes in. Podcasts in general have been growing in listenership for the last 5 years with an estimate 504.9 million listeners by the end of 2024.
It’s clear, digital audio advertising is here to stay from the audio form’s popularity to cost-effective offers for brands to success rates, and we’re here for it! Next time your business is looking for a powerful advertising avenue that won’t break the bank, popular platforms like Spotify and Apple Podcasts are a great place to start.
If you would like help with marketing and advertising, feel free to contact us. We offer a variety of services like digital marketing & analytics, marketing & brand strategy, and more to small and large companies.
