Digital audio ads are flourishing due to the rise of podcast content, music streaming services, and Internet radio.
Marketers have recognized the potential of this vast ecosystem to reach their target audience.
This also has led businesses of all sizes to invest in sonic branding which we have discussed in the later section.
Rising Dominance of Digital Audio
Digital audio platforms have witnessed a surge in popularity, with millions of users embracing services like Spotify, Apple Music, and podcast platforms.
According to EY’s media and entertainment report 2023, when it comes to music streaming India’s average of 25.7 hours/ week is higher than the global average of 20.1 hours/ week and is a growth of 17% over 2021.
Whereas The Financial Express reported there are 90 million podcast listeners in India as of now, which is a significant rise from 4 million podcast listeners in 2016.
Advantages of Digital Audio Ads
Digital audio advertising comes with a host of advantages.
- Audio content is consumed in a lean-back situation. Listeners usually are involved with other activities like exercising, cooking or even relaxing. Hence, audio ads don’t disrupt their state drastically as compared to video ads. This creates a smooth and immersive experience.
- Also, audio has more power over your subconscious mind than video media. It can elevate your sonic branding.
[I am not saying audio is more powerful than video but it (audio) has its own advantages.]
Audio Ads vs. Radio Ads
Well, you tell me how much time you usually spend listening to the radio than any other digital platform.
- Unlike traditional radio, digital audio offers personalized content and on-demand access, allowing brands to reach consumers at the right moment with the right message. In short digital audio ads provide you with contextual targeting whereas radio ads are like shooting in the dark.
- Digital audio platforms are more popular than radio, surely you don’t want to have a FOMO moment with the ever-changing marketing landscape.
Understanding Sonic Branding in Marketing
Sonic branding is the process of developing distinctive audio elements that become synonymous with a brand.
We all are quite familiar with “Oo la la le o” music from the Kingfisher ad or Intel letting you know that they are powering your PCs.
Just as iconic visual logos are immediately recognizable, audio branding elements, such as jingles or logos with sound, can create powerful brand recall.
Integrating sonic branding into audio ads helps reinforce the brand’s identity and fosters a sense of familiarity and trust with the audience.
The Psychology of Sound in Marketing
From the use of certain musical elements to employing voice tones that resonate with the brand’s values, every aspect of the audio ad should be strategically crafted that leave a memorable impression on listeners.
Whether it’s using colloquial language to connect with a younger demographic or employing a more formal tone for a professional audience, customization is key to driving engagement.
Targeted Marketing with Digital Audio Ads
Advertisers and marketers are quite familiar with the fact that we are entering into a cookie-less world with advancements in user data security.
Hence, in recent year, a new buzzword is grabbing our attention – Contextual advertising.
In the era of personalization, consumers expect tailored content that aligns with their interests and needs.
Digital audio ads can be contextualized based on factors such as location, time of day, listening history, Genre of a music or podcast show and even the transcription of an episode of a particular show.
By delivering relevant and personalized ads, brands can reach the right customers and drive better conversion rates.
Measuring Audio Success
Measuring the return on investment (ROI) of sonic branding efforts can be challenging.
Metrics like reach, frequency, completion rate, and engagement can provide valuable insights into the ad’s performance and audience response.
By combining data from sales, brand awareness surveys, and attribution models, marketers can estimate the contribution of digital audio ads to revenue generation and overall brand growth.
PayTunes Programmatic Audio Advertising platforms can help you create contextual advertising campaigns. They have also partnered with reputable organizations that do Brand Lift Studies to help you make more informed decisions.