How Streaming Audio Advertising Can Work with Your Marketing Plan

In today’s fast-paced digital world, audio content consumption is rising.

Businesses are increasingly exploring streaming audio to reach their target audience. Now, you might be wondering if streaming audio is the right fit for your marketing and communications needs, and we’re here to help.

In this article, we’ll delve into the world of streaming audio, providing you with essential data and insights to help you decide whether it aligns with your business objectives.

Let’s get started.

What is In-Stream Audio Advertising?

Streaming audio has witnessed an enormous surge in popularity since the pandemic.

Whether people are listening to music, digital radio, or podcasts, 67 percent of the U.S. population ages 12 and up listen to online audio, according to a survey by Edison Research and Triton Digital. People listen in the car, in the shower, at work, at home, and while traveling.

So, what is digital audio advertising?

While listening to your favorite playlist or podcast, you might hear an ad or two for various products. This is the newest avenue for businesses to reach their target audiences. According to EMARKETER, audio ads have powered ahead thanks to digital audio and are an underappreciated ad medium.

There are several streaming avenues to choose from, including Spotify, iHeartRadio, Soundcloud, Triton, Targetspot, Shoutcast, Radionomy, AdsWizz, Podcast One, MLB, Audacity, Entercom, TuneIn, Univision, Tracks, Rogers, and Entravision. Not only are there a plethora of choices, but these options can be streamed on various devices like cellphones and smart speakers.

This is why in-stream audio advertising is an excellent option for audiences on the move.

These audio ads sometimes have a clickable companion display banner on the device screen while the ad is playing. The ads target people by their geographical location and retargets users who have listened to your ads.

Audio Specs: Engaging Your Audience’s Ears

When creating your audio ads, it’s important to follow the specifications and hit the right chord to get your audience’s attention.

The specifications for streaming audio ads are:

• Length: 15-seconds to 30-seconds are the ideal lengths for an audio ad. Sixty-second ads are available, but they aren’t recommended.
• File Format: .MP3, .M4A, or .WAV.
• Bitrate: 160 kbps.

Now that we got the boring technical stuff out of the way, here are a few things to consider when creating your ad.

Clear and Compelling Message

Just like a catchy tune, your message should be crystal clear and resonate with your target audience. 

Keep it concise, focusing on the core message you want to convey. A touch of humor or emotion can go a long way in leaving a lasting impression.

Attention-Grabbing Intro

You’ve got a mere moment to grab your listener’s attention, so make it count. 

Start with a captivating hook that piques curiosity and encourages them to keep listening.

Branding Integration

Integrate your brand identity seamlessly into your audio ad. 

Whether it’s through a recognizable jingle, a unique tone of voice, or a signature catchphrase, ensure that listeners associate your ad with your brand.

Call to Action

What’s the next step you want your audience to take? 

Whether it’s visiting your website, signing up for a newsletter, or making a purchase, a clear and compelling CTA guides your listeners toward action.

Voice Talent and Music

The voice and music you choose can set the mood for your ad. 

Consider your target audience – what type of voice and music would resonate best with them? Whether it’s a soothing narrator or an energetic jingle, the right combination can enhance your message.

Companion Ad Specs: The Visual Harmony

Picture this – you’re listening to a captivating story, but you also have a visual companion that compliments it.

That is what companion ads bring to the table. 

Here’s what you need to know about the specifications:

• Companion Banner File Format: .JPEG or .PNG.
• Companion Banner Ad Size: 300 x 250.
• Companion Banner Maximum File Size: 150 kb.

Now let’s jump into the visual side of your audio campaign.

Relevant Imagery

Your companion ad should visually echo the message of your audio ad. 

Whether it’s a product image, your logo, or a relevant scene, the imagery should provide context and reinforce your audio content.

Eye-Catching Design

Make your companion ad visually appealing to grab attention. 

Keep the design clean, uncluttered, and consistent with your brand’s aesthetics. A clean design ensures that your message shines through.

Minimal Text

While some text is necessary, keep it concise and impactful. 

Think of it as the headline that complements the audio story. Your message should be easy to grasp at a glance.

Clear CTA

Just like your audio ad, your companion ad should guide viewers on the desired action. 

Whether it’s a button to click, a link to follow, or a QR code to scan, make sure it’s prominently displayed.

Mobile Optimization

With many listeners tuning in on mobile devices, your companion ad should be optimized for mobile screens. 

Ensure that the text is legible and the design elements are easily viewable on smaller screens.

Benefits of Digital Audio Advertising 

One of the key benefits of streaming audio is the ability to target your audience precisely.

You can segment your audience through various platforms and services based on demographics, interests, and listening habits. This targeted approach ensures that your message reaches the right people at the right time, maximizing the effectiveness of your marketing efforts.

Here are some of the other benefits of streaming audio advertising.

Brand Awareness and Recognition

Streaming audio can be a powerful tool for building brand awareness and recognition.

A study by the BBC found that podcast ads can increase brand awareness by 89 percent, purchase intent by 14 percent, and brand consideration by 57 percent. By creating engaging audio content, like podcasts or streaming radio ads, you can connect with your audience on a deeper level, fostering loyalty and trust in your brand.

Engagement and Multi-Tasking

Streaming audio caters to the modern, on-the-go lifestyle of many consumers.

With the ability to listen while driving, working, or exercising, streaming audio offers a unique advantage in capturing your audience’s attention during their daily routines. Seventy-nine percent of people listen to podcasts while driving, 69.3 percent listen while doing housework, and 58.9 percent like listening to podcasts in their free time, according to First Site Guide.

These listening habits highlight the potential for extended engagement with your brand.

Measuring Success

To assess the effectiveness of your streaming audio campaigns, consider tracking key performance indicators (KPIs) such as click-through rates, completion rates, and audience demographics. 

Platforms like Spotify podcast advertising or advertising on iHeartRadio, for example, offer valuable analytics to help you understand your campaign’s impact, making it easier to refine your strategies for better results.

Add Streaming Audio Advertising to Your Digital Marketing Strategy

Streaming audio has emerged as a powerful tool for businesses seeking to connect with their audience on a more personal and engaging level.

With a growing user base and numerous targeting options, streaming audio presents exciting opportunities for building brand awareness, driving engagement, and achieving cost-effective marketing outcomes.

As you consider incorporating streaming audio into your marketing mix, ensure it aligns with your business goals, target audience, and budget constraints. By leveraging this article’s data and insights, you can make an informed decision that propels your business toward a successful audio marketing journey.

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