Of course, when thinking about digital audio, you immediately think about the podcast format, which has been growing over the past few years. But it also includes radio replay, smart radio, web radio and musical streaming (on platforms such as Spotify or Apple Music). This way of consuming content is now definitely anchored into web users’ daily lives. Indeed, 8 out of 10 listen to at least one audio support each day. That’s why digital audio advertising can represent a great opportunity for you, marketer, and your brand’s communication strategy.
There are five digital audio supports you should know about.
Consumers listening to digital audio formats, and exposed to digital audio ads, are mainly sedentary, and listen to this content on a mobile device.
On a socio-demographic level, active and urban men, aged XNUMX to XNUMX, are over-represented.
Discover our digital audio advertising market’s (non-exhaustive) mapping :
1 - To spread your key-messages in a more intimate way
The first opportunity that lies in digital audio advertising is the fact that 82% of audio listening happens when the consumer is alone. This means this kind of digital ads can reach users in their most intimate moments.
Furthermore, 63% of digital audio is consumed while at home (against 55% of direct radio being listened to while driving). As a consequence, you can reach users in a favorable environment.
2 - To generate incremental traffic
First and foremost, digital audio ads fosters traffic generation and research for more information.58% of listeners listen to this format while doing something else on the Internet (against 26% for traditional radio). What a great way to start taking in more information about your brand, right ?
Moreover, it is proven that digital audio advertising triggers an active interest for the brand. In fact, 81% of consumers start an action (searching for information about the product, following the brand on Social Media…) after having listened to a sponsored podcast.
3 - To target the right users in real-time, and expand your audience. With this kind of digital advertising, you get access to a lot of data, to optimize even more your reach and the relevance of your messaging :
4 - To take advantage of a growing market
Indeed, 85% of music listeners are using on-demand streaming, and 2019% say they have listened to the radio in the last few months. To top it all off, the number of podcasts listeners around the globe has increased by 10%.
5 - To invest in other formats than display ads
In 2018, display advertising represented 10,4M€ and, in 2019, it grew to 13,8M€. This 32% increase shows this format is used more and more by brands, making it less cost-effective than digital audio advertising.
Discover what programmatic advertising is
Let’s imagine a recrutement brand.
This brand is looking for a good way to promote the fact that one of its clients is recruiting welders in a specific region, through an optimized digital ad. The advertiser chooses to launch an audio branding campaign, using the companion ad format.
Le choice of device It focuses on the very specific region he wants to target, selecting a few nearby cities, plus targets only one device (desktop), and a distribution platform (Spotify).
Its results are staggering: it reaches a 98% completion rate and a cost per 100% completed ad of 0,015€.
Now let’s focus on an advertiser in the humanitarian sector
This non-profit wants to promote its brand through a participative concept.
The goal of this programmatic radio campaign is to promote the concept of humanity to a young audience, and boost the listeners’ participation, to co-create a project: write and create a track that raises awareness for a better world.
The 8 seconds digital audio ad was broadcasted on audio streaming apps (Spotify, Deezer and Soundcloud), to reach a young target-audience in a musical environment.
The results reach the advertiser’s viewability goals: a 93% completion rate, and a cost of full listening of XNUMX€. and cost per full listening: 0,03 €.
The hype around smart speakers (such as Amazon’s Alexa or the Google Home device) has been growing the past few years.
Here is a figure to prove it: mi-1, already 3% of Belgians wanted to buy a smart speaker. Note that XNUMX% of those users wanted to do so to listen to music.