Your customers lead busy lives, so it’s no wonder that multi-tasking is in. Podcasts and other audio content are the perfect backdrops to remote work that doesn’t require a consumer’s full attention. It’s no wonder that since the pandemic, the consumption of podcasts has risen by a complete 42%.
With more podcast listeners, there is more potential for new advertising avenues. Audio ads are an old and familiar concept from when radio played a more significant role in our lives. Now they have become revived with podcast sponsorships.
Youth market research agrees that young audiences gravitate towards this new market. This presents an opportunity for brands and inspires creative design agencies to rethink the visual and written approach and turn their attention to the pleasure of listening instead.
This post will cover everything you need to know about audio advertising and why it works for young audiences.
What is Audio Advertising?
Audio advertising, simply put, is the delivery of ads through an audio format. This can feature a range of online streamlining platforms that present podcasts or music.
Audio channels include Spotify, Podcast Ad Networks, Sound Cloud, Youtube Music, Apple Music, etc. These music streaming services also serve as some of the most popular podcasting listening platforms, with Spotify at the very top.
Daily listeners are constantly surrounded by audio and seek it out as background stimulation. Audio can reach them through several devices, including their phones and desktops, car radios, gym speakers, and smart TVs…you name it!
Advertisers have not failed to notice the uptick in podcast and audio consumption. That’s why ad spending on podcasts are predicted to surpass $2 billion in 2023.
Why Audio is In
Youth research suggests that podcasts find great acclaim, especially with young audiences. According to Statista, Gen Z and Millenials are the biggest listeners.
So, why has audio enjoyed such a revival?
During the pandemic, the isolation from other people might have had something to do with it. Podcasts often feature more than one person in conversation, talking. This can be a social, highly conversational experience that lets listeners feel almost as if they are in a room with someone.
Additionally, users seek audio entertainment when they are busy with sports, cleaning or other tedious tasks that don’t require their full attention. But it is more than that. 67% of Gen Z turns to audio to return their stress levels. Another 52% of Gen Z thinks audio amplifies diverse perspectives so that podcasts and audio fit in with their social and political conscientiousness.
All of this is relevant for brands, as well. 40% of Gen Z trusts podcasts more than traditional media sources. If your brand can get featured in a credible podcast, it stands the chance of resonating with your audience.
Types of Audio Ads
There are a few different types of audio ads. Programmatic audio ads can be run similarly to video ads and target a specific audience according to your budgets and parameters. A few options include:
Audio ads. Like video ads, these can be placed pre-roll, mid-roll or post-roll on a piece of content and are typically 15, 30 or 60 seconds long. Some audio ads are skippable, so it’s essential to grab listeners’ attention in just the first few seconds.Ad Sequencing. Instead of a single ad, these audio ads tell a story through multiple ads over time. This is an excellent strategy for developing brand awareness.Sponsorships. Sponsoring a podcast works much like sponsoring a YouTube creator. The speaker can give your brand a shout-out at the start, middle or end of their content, which feels more authentic than a programmatic ad. You might pay a creator to speak about your product for a fixed amount of minutes.Influencer Marketing. Influencer marketing also works with podcasts! Find creators in your niche that share values with your brand and inspire them to talk about your products and services regularly as part of their lifestyle exploration.Benefits of Audio Ads
Here are some of the key benefits that allow brands to make the most of audio advertising.
Audio Can Be Highly Targeted
Youth research can lead to more personalised ads with podcasts. You can tailor your content to the podcast it features in, thus making a more significant emotional impact in line with the content surrounding it. In addition, because podcasts also appeal to specific niche audiences, you can find a placement for your ads that attracts precisely the right kind of customers.
Inspire Action
Suppose you’re looking for new ways to expand your content strategy. In that case, youth market research suggests audio and video are the way to go. Audio ads have 24% higher recall rates than mere display ads.
Easy to Generate
Audio ads are more affordable to create than many other forms of content. Different variations of an ad can be recorded quickly. Audio ads are also easier to localise, as all they need is a translation. Compared to video ads, you need less equipment, and a high production value is easier to achieve.
Follow Youth Research trends and consider audio advertising as part of your marketing strategy this year. This is Selfhood is an insights platform that help brands understand how content can move their audience. We use qualitative research to advise brands on more emotionally impactful campaigns and strategies. Get in touch today to learn more.
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