This article was contributed by SmartyAds-CEO Vitalii Makarchuk.
Audio advertising is a tool that many marketers ignore due to the fact that it may seem outdated or irrelevant. However, this is absolutely not the case now, as statistics show that as early as 2024, the digital audio advertising market will reach USD 11.13 billion in 2024 and will grow at a CAGR of 4.38% to reach USD 13.21 billion in 2028. By 2028, there will be 1.5 billion listeners in the market, and the average ad spend per user will be US$9.20.
With audio advertising being heavily reliant on sound as the primary delivery medium, it may seem to be unfamiliar to audiences. But that’s where its main advantage lies, as audio advertising has the ability to touch the user in a special way by affecting their hearing.
This article takes a look at how audio advertising has developed to the present day and how it can be used to benefit your company.
The Importance of audio advertising
Audio advertising is no worse than any other type of advertising because each has its own advantages and disadvantages. However, it’s also true that audio advertising has its own specific advantages that set it apart from a number of similar tools for attracting new customers.
The recent growth in the use of mobile devices and the popularity of audio content, which has not decreased to this day, has only increased the reach and influence of audio advertising. More than half of all digital audio listeners use mobile devices. If people are taking their headphones with them and turning on podcasts during their morning run, then they’re giving you a potential opportunity to broadcast ads to them.
Audio advertising surrounds us, often more frequently than we realize. With society in constant motion, audio advertising can become a perfect way to reach the desired audience. Whether it’s through streaming apps, podcasts, radios, or voice-activated devices, audio platforms afford companies a great opportunity to engage with listeners fully. In the context of mobile device usage and audio consumption, the influence of audio content continues to grow.
Audio ads can “catch” the attention of users while they are doing their daily routine: when they are driving, exercising, or cooking dinner.
Understanding the Audience
It’s no secret that for advertising to be successful, you need to understand who you’re reaching, which is your target audience. To understand the basic behavior patterns and preferences of your audience, you need to conduct regular audience analysis and segmentation, as different audience segments may react differently to the same advertising messages.
You need to understand what kind of promotional offer will be of interest to your audience specifically. Your promotional offer should be relevant and appealing to specific demographic groups of listeners. Identifying preferred genres, considering the context in which your target audience consumes audio content, and understanding cultural sensitivities are key to creating promotional materials that can truly capture attention.
When we talk about audio content, we need to consider its genre and determine which genres your desired audience is most attracted to. Match your advertising to the genres that may resonate with your target audience, and make sure that the type of advertising you produce matches this.
By the way people in different parts of the world have different cultural experiences and environments. This is obviously important in the context of any advertising, but in the case of audio advertising, it can be crucial as you only have one way to get your message across. A message that is effective in one country may not resonate with an audience in another. By taking the time and effort to understand these specifics, you can ensure that your ads have a more effective impact by taking local cultural nuances into account.
The Art of Storytelling
Even now, words remain the primary source of power and influence in the world. Therefore, the intricate art of storytelling demands considerable effort from marketers to attract the right audience. With audio ads, it can be slightly more challenging to highlight a particular creative concept, as we are accustomed to visual images of products. However, audio advertising offers the opportunity to explore a whole new realm of creativity through the use of sound effects. Sound can help activate your audience’s imagination and establish a deeper connection with them. Effective audio narration includes elements such as narrative structure, character development, and pacing.
Audio ads can and should tell the user a story, inviting them on a journey with a lyrical hero, if applicable. Interestingly, the lyrical hero can be a character specifically created for audio advertising. If this character undergoes the classic scripted “hero’s journey” across several advertising integrations, such an audio advertisement can confidently be considered a work of art.
Innovative Approaches
Technological advancements are progressing, and so is audio advertising. Terms like audio branding, interactive experiences, and immersive audio technologies are no longer unfamiliar to people. All of these elements help advertisers craft engaging, immersive campaigns.
Virtual reality and augmented reality technologies provide additional tools to transport audiences into immersive audio-visual spaces where they can actively engage with brands messages. This might entail a virtual tour of a product, interactive stories, or gamified ads that capture interest and entertain. At times, these ads themselves can evolve into virtual memes circulating the vastness of the Internet, continually reminding users of your brand.
Voice technology can also be utilized to create and deliver personalized audio messages to consumers, fostering a stronger connection with your audience. Whether it’s through branded voice skills, voice-activated games, or interactive audio ads tailored to user preferences, voice-activated advertising offers a potent means to promote your brand. Most importantly, ensure that such experiences are not unsettling or intimidating for your audience.
Examples of Excellence
Coca-Cola
Of course, when discussing the best examples of audio advertising, we can’t overlook Coca-Cola. In their marketing repertoire, there are both brilliantly successful and failed advertising campaigns, from which many marketers draw lessons today. Let’s focus on the successful “Share a Coke” campaign, which employs personalized audio messages to establish a closer connection with listeners. The use of personalized messages was a strategic move, emphasizing the notion of individual connection and making each listener feel valued by the brand.
Coca-Cola’s “Share a Coke” campaign adeptly leveraged the power of audio storytelling. By weaving narratives of shared experiences and joyful moments, the brand crafted a tapestry of emotions and memories that deeply resonates with listeners. From nostalgic recollections to inspiring visions of friendship and camaraderie, these audio ads evoke a wide spectrum of feelings, making it difficult not to feel a sense of affinity towards the brand itself.
Spotify
Spotify’s “Wrapped” campaign follows a similar principle to the Coca-Cola campaign. The platform utilized personalized user data to forge a special bond with users, sharing a sense of intimacy. Given the significance of music in many people’s lives, the campaign resonated strongly. Spotify didn’t just offer users a general overview of the year; it provided a deep, introspective journey through their own musical landscape. Each “Wrapped” playlist reflected the listener’s musical journey throughout the year, allowing them to relive their experiences through seemingly music selections.
Storytelling elements were also evident in this campaign, as each selection for every individual user told a short narrative about their musical preferences. Humans naturally have a self-centric curiosity, making us eager to discover insights about ourselves, especially positive ones.
Moreover, the Wrapped campaign fostered a sense of community and shared experience among users. The selections intentionally highlighted collective trends and cultural moments, not just individual habits. Spotify not only paid attention to users’ personal tastes but also encouraged them to connect with others who shared similar musical preferences and experiences.
To sum it up
Audio advertising is far from obsolete, despite being overshadowed since the end of the radio era and the dawn of the Internet age. It remains a powerful and essential tool for every marketer, as vital as any other form of advertising. Moreover, it boasts a range of advantages that distinguish it from other mediums. Therefore, it’s crucial not to overlook audio advertising but rather to leverage all of its opportunities to their fullest potential.
About the author
Vitalii Makarchuk is CEO of SmartyAds –a renowned international company specializing in full-stack programmatic software development. His expertise stems from years of experience, allowing him to pioneer innovative technologies, effectively collaborate with peers, and share valuable insights on digital marketing and advertising through insightful articles.
