Have you ever noticed, no matter where you are, you’re surrounded by people wearing headphones? Ever wonder what they’re listening to..?
Over the last few years, we've seen the growing popularity of audio media, including podcasts, digital radio, and music streaming. Consumers spend more of their time in this digital medium at a surprising rate. According to an eMarketer study, over 75% of US Internet users will listen to digital audio formats at least once a month this year. Podcast listeners account for a much smaller portion of the US Internet population (26.9%), but this audience is growing the fastest. And 30.8% of digital audio listeners will have access to the content via a smartphone.
How does Audio Advertising Work?
Programmatic audio advertising is an automated process in which selling and inserting ads in audio content such as podcasts, digital radio, and streaming music services by leveraging programmatic audio-specific publishers such as Spotify, Tidal, Pandora and other Digital Streaming Platforms. This audio content can be streamed to a variety of devices, such as desktops, mobile phones, over-the-top televisions and smart speakers.
Similar to other programmatic advertising channels, audio advertising allows you to use other targeting tactics to reach relevant geolocations and target audiences based on your digital advertising strategy.
Why audio advertising?
Audio advertising is the ideal strategy for brands seeking to reach a broad audience, in particular for the telecommunications, CPG and retail industries, and for awareness campaigns with the goal of achieving brand recall/brand awareness.
Also, unlike traditional radio advertising, programmatic audio advertising allows data-driven targeting to reach audiences that extend beyond display or video advertising campaigns. Marketers will look for more ways to include audio advertising in their marketing strategies as consumers move from radio to music-streaming environments. This shift is happening now; the average adult in the United States will spend more time listening to digital audio than listening to radio in 2020 (a difference of 4.4 minutes).
It's only a matter of time when streaming-audio becomes the preferred method over traditional radio. Access connected audio advertising strategies today with Robineau Media.
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