Audio ads may not be as glitzy and glamorous as their video counterparts, but numbers don’t lie. Statistics show that:
Every week, radio reaches 92% of US adults over 18.
97% of heavy radio listeners in the US agreed that the Coronavirus pandemic pushed them to either sustain or increase their listening habits.
The number of monthly podcast listeners in the US is growing at 17% per year and is expected to reach 164 million by 2024.
Spotify, one of the world’s leading music streaming apps, had 286 million monthly active listeners in Q1 2020, and this number continues to grow each year.
That said, the world of audio advertising is something you don’t want to leave untapped. Audio advertising can benefit your brand or business in a myriad of ways. The fact that it’s typically more financially and logistically accessible than video ads is just a nice bonus.
Benefits of audio advertising
These are the different ways you can benefit from Spotify, podcast, and radio advertising:
Each podcast channel and radio station (whether traditional or digital) targets very specific demographics. As such, zeroing in on your target audience is as simple as picking the right audio platform to advertise in.
Moreover, music and podcast streaming services like Spotify have highly sophisticated algorithms that can accurately profile user characteristics and intent based on various signals. When you place ads on such platforms, you can rest assured that your message will reach the right people.
It’s more memorable than purely visual ads.
When it comes to grabbing attention, video is king — no contest. But if video ads aren’t a sustainable option for your brand, audio and radio advertising materials are far more memorable than purely visual ads. In fact, research shows that sound stays in one’s memory longer than visuals. If anything, this explains why songs and jingles are highly popular marketing tools even in 2021.
It’s easier and quicker to produce.
Producing a commercial for TV or online use takes a lot of work. Meanwhile, print ads on newspapers and magazines may not take as long to create, but everyone knows the publishing process is lengthy, taxing, and frequently expensive.
On the other hand, audio ads — especially radio and podcast placements — can take as quickly as a few minutes to create. No need to deal with complex production tools or comply with a long list of publication requirements! If time is of the essence, you can even get a podcaster or radio host to mention your brand in an instant.
Spotify, podcast, and radio advertising is more cost-effective than video, television, and print ads. It’s a great way to get good ROI even if your marketing budget is more on the modest side.
Spotify, podcast, and radio advertising best practices in 2021
Ready to launch your first audio advertising campaign? Take note of the following best practices for Spotify, podcast, and radio advertising in 2021.
Personalize and align.
Audio advertisements that are personalized to the listener are more likely to receive higher engagement and succeed. Here are some examples of ways you can personalize your ads:
If you’re targeting a specific locality, you can try mentioning it. For example, you can begin your ad with “Hey Californians!”
If you’re advertising in a niche podcast, make sure you use language that resonates with the podcast’s audience.
More importantly, you have to ensure that your chosen platform and subsequent placement align with the message you’re trying to deliver. For instance, there’s no point trying to sell hip and trendy products through a radio station whose patrons are mostly people in their 50’s.
2. Making podcast, streaming, and radio advertising more accessible than ever.
Audio advertising is already relatively easy to pull off than video and TV ads, but that doesn’t mean it doesn’t come with its own set of challenges.
Fortunately for everyone looking to go into Spotify, podcast, and radio advertising, specialized services like Decibel now make it possible to setup audio ads and get them to reach the right people in a matter of minutes.
Decibel offers a DIY Radio Ad system that makes writing, recording, and launching radio ads incredibly easy. Additionally, they make sure that your ads get to the right audience through world-class location and demographic targeting and more than 175,000 behavior targets.
The best part? The whole thing only takes $10 and a few minutes to set up.
3. Be clear and straightforward.
The more you try to jampack an ad with a boatload of information, the less your audience will remember. This is why it’s always recommended to have a clear and straightforward message. Outline the main features and benefits of your product or service and relay them to your listeners in a way they can easily understand and relate to.
4. Zero in on a CTA.
One thing many audio advertising beginners miss is the CTA. Remember that most people who listen to Spotify, podcasts, or the radio do so while they’re doing something else — whether that’s driving, folding laundry, or getting ready in the morning. People who listen to audio while sitting still are becoming increasingly rare. That said, it’s essential to include a CTA that’s easy, actionable, and memorable.
5. Get creative and pay attention to quality.
Unless you’re gunning for a live read or sponsorship (where the radio or podcast host or guest reads your ad), you want to make sure that your spot is of high quality. Hire a talented voice actor if necessary.
While it may be tempting to simply share your product or service’s benefits and features, an advertisement that tells a distinct story is more likely to be remembered by the audience. Whatever story you choose to tell, it has to be interesting, engaging, and appeal to the listener’s emotion.
The bottom line
As a brand, it’s important to be present where your customers are. Audio platforms like radio, podcasts, and music streaming apps are unassuming-yet-productive spaces for advertising.
Though not as flashy as video and TV marketing, audio advertising can pay off handsomely when done right. To make this happen, one has to find the right platform, personalize their ads according to the target audience, have a clear message and CTA, and uphold quality and creativity.