What is Audio Advertising?
Audio advertising allows you to connect with your audience wherever they’re listening—on the go, in the car, at work or at home.
Podcasts, audiobooks, music, and playlists are now all available through mobile devices and have quickly gained popularity. With audio advertising you can connect with this growing audience. By leveraging data from audio partners, you can target specific genres, playlists, moods, and moments, while still ensuring your audio ads are reaching your desired audience.
Ads in audio can appear as pre-roll (before the content), mid-roll (in-content) or post-roll (after the content). You can also add a visual element to your audio campaign by adding a clickable companion banner allowing listeners to click through to your online landing page and take action.
Blueprints to Great Audio Advertising Campaigns
Audio advertising is ideal for brand messaging and awareness.
It commands the listener’s full attention, which leads to them feeling intimately connected to the content they are hearing. This results in a better connection and receptiveness between a listener and a brand, which drives engagement. The personal nature of audio also results in ads having a lasting and memorable effect, resulting in a higher rate of ad recall.
But what makes a good audio advertising campaign?
Here are our suggestions
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- Lay out a clear objective that includes the ideal target audience.
- Develop a message for your ad that is clear and to the point.
- Mention the brand or promotion within the first 15 seconds.
- Incentivize your listeners to take action with a call to action (CTA).
- Tap into your listeners’ imagination using music and sounds.
- Stick to a conventional and friendly tone.
- Select a voice actor who is on brand and relatable to your target audience.
- Keep it brief so your audience remembers your message.
- Ensure audio quality is high, and the ad is either 15 or 30 seconds long.
- Test creatives for creative insights, and to minimize ad fatigue.