Okay, so you're thinking about getting into the digital audio advertising game. Congratulations! We commend you on your choice. And not just because we are in the digital audio industry (although that does play a part). But also because it really is a great option for your brand. Let us explain.
In today's world of 24/7 entertainment, getting in front of your target audience and keeping them engaged is not easy. But one thing has the power to not only be with your audience at all times, but also to get their attention and keep it (no matter what else they may be doing). You guessed it: digital audio.
Here are 5 reasons you should add digital audio to your marketing mix:
1. Available Anytime, Anywhere
As consumers go mobile, digital audio is one of the few mediums they can take with them no matter where they go. Whether in the car, on a plane, at the gym, or on the beach, consumers can access their digital audio content wherever and whenever.
2. A Companion to Other Activities
Even if a consumer is doing something else (cooking, cleaning, working, exercising) they can still be listening to digital audio. Audio is a passive activity, making it the perfect companion throughout a consumer's day.
3. An Uncluttered Environment
When a consumer visits a website, they not only see the content that they went to the site to see, but they also see display ads. And not just one or two, but several display ads, all fighting for attention. Contrast that to digital audio, where one ad is played at a time and no other content can get in the way of that consumer hearing that ad.
4. Limited Ad Blocking
This one's a little technical, so bare with us. But, often times, digital audio ads are inserted into the broadcast or stream on the server-side, as opposed to on the client-side. This means that by the time the audio content reaches the listener’s browser or app, the ad is already a native part of the stream, eliminating detection from ad-blocking software.
5. Strong Ad Recall
Based on an Edison Research study on listener engagement, 4 out of 5 consumers don't have their smartphone in their hand while listening to digital audio. You may be asking yourself, how are they going to be able to click on my companion banner or visit the site we tell them to go to? Have no fear. The study also found that nearly 90% of consumers interested in a product or service advertised on digital audio will research it at a later time.
Now that you're hooked on digital audio, let us provide you with another helpful list: 5 Best Practices for Digital Audio Advertising.