Effective advertising in the digital age often is a matter of tell-don’t-show, in a manner of speaking. Sure, you still have to use concrete language and tap into the target audience’s emotions. More and more, however, that can be done through the sense of hearing rather than sight or touch.
We’re talking about audio advertising and the compelling power it has to reach educated, diverse markets. In the following article, we’re going to explore the reasons audio is so intimate and effective for this market. First, however, let’s look at whether the audio hype is myth or reality.
Is Audio Effectively Better for Advertisers?
Anecdotally, audio seems like a viable platform for advertisers to get their messages in front of the right people. One look at the plethora of podcasts, streaming platforms, and radio listeners will tell you that. What do the numbers say, though?
Well, 40% of surveyed consumers use voice to purchase something every month. Furthermore, over half of podcast listeners have annual household incomes of $75,000. Most listen to around seven podcasts per week as well.
We know from this data that the use of voice-related applications is on the rise from both user-activated and consumer standpoints and that the people listening are on-the-rise with more money to spend than the average person. Ever wondered why it’s that way? Here are some reasons.
1. Listener Behaviors Are Well Established
Podcast sponsorship is a pretty safe bet for getting into the audio advertising market. That’s because podcasts easily can list their subscribers. In fact, it behooves them to have that kind of transparency.
Also, given the niche focus of most podcasts, you know automatically what type of behaviors and preferences these users have established. You really don’t have to do as much legwork to figure out everything.
2. Listeners Subscribe Based on Their Trust of a Personality
Something else podcast marketing has going for it many other forms of advertising do not is a built-in endorsement. See, listeners choose a host or team to listen to because they’ve already been engaged. Engagement is built on trust.
The relationship with podcast marketing differs from even radio advertising, which wears the stigma of corporate sponsorships and one-size-fits-all. Podcasts are built around interests, and influencers in this arena understand that when they welcome an advertiser aboard, they’re indirectly adopting acceptance of the brand they’re pitching.
You, as an advertiser, benefit from the intimacy that influencer has established. That can be a win for everyone involved with the right offer.
3. They Are More Forgiving of Audio Interruptions
The standard video commercial doesn’t play to a captive audience. They get up, check the chicken in the oven, use the restroom, or catch up on chores until their program-of-choice is back.
Audio advertising usually plays to a captive audience driving to and from work or handling something work-related at their desks. They are far more forgiving of these interruptions because a) audio advertising usually is shorter (20 seconds to a minute per break), and b) it’s generally tailored to whatever piece of content they’re listening to.
In other words, they find the advertising shorter, more relevant, and easier to digest. As a result, they’re going to be willing to listen instead of redirecting their attention somewhere else.
4. They Continue to Adopt Audio in a Variety of Forms
The captive audience thing is so important when you think about those primary ways your audience consumes audio content or audio stories. Whether it’s through podcasting, listening to a streaming service like Pandora or Amazon Music, or playing a radio app, the audience is mentally ready to engage.
5. Listeners Also Appreciate the Conservative Size of Audio Files
Data usage is a growing concern for consumers trying to control costs. Downloading audio files goes quick and smoothly over a Wi-Fi network, allowing your audience to listen whenever and wherever they choose.
Ways to Use Audio to Your Advantage
Now that you know why this form of advertising and content consumption is so intimate and effective for your target audience, you need to shift your focus to how you can use this knowledge and formatting to your advantage. Here are some quick suggestions.
Content First
Start by being a consumer first. Listen to the programs and platforms you’d like to capitalize on. Note how long each advertising spot is, when it appears, and what type of information it covers.
From there, invest in high-quality equipment for shooting and editing. Use layers to enhance the sound quality and noise cancellation to buffer out any remaining distractions. Last but not least, test multiple ads across several programs and platforms to learn what works.
Add Color and Background
Beyond the content itself, listen deeper for maximum effect. By that, we mean to note any use of background music and sounds. Find ways you can incorporate those effects into your own advertising.
Make sure you have permission or the legal right to use whatever you choose for adding to the end-listener experience. This especially is important for longer-form advertising like audio stories (see Reid Hoffman’s Masters of Scale podcast for examples of this technique done right). Lastly, choose the right voice-over person for your ad.
Partner with the Right Creator
Tailor an offer to the specific audience. That means partnering with a content creator in your niche. Someone who can deliver the right target market for your product or service.
Change It Up
Use different content creators and change up your messaging and offers. There’s no better way to get a feel for what works and what doesn’t then trying to best your best effort.
Review Your Results
Pay close attention to the analytics. Using promo codes on special offers that are tailored to that audience is the best way to see if you’re getting an adequate return on investment.
Audio Is Effective Advertising Because Listeners Choose You
We recommend audio as one of the most effective advertising methods because it’s one of the only venues where the listeners choose you. By that, we mean they’re more likely to stay engaged with your content than other forms of advertising.
Good luck as you build your audio advertising campaign. If you need professional assistance in any or all of the above-mentioned areas, contact the Killer Spots Agency today.
