{"id":3984,"date":"2021-03-19T19:53:10","date_gmt":"2021-03-19T19:53:10","guid":{"rendered":"https:\/\/www.back40design.com\/?page_id=3984"},"modified":"2021-03-24T23:18:01","modified_gmt":"2021-03-24T23:18:01","slug":"streaming-audio-advertising","status":"publish","type":"page","link":"https:\/\/www.back40design.com\/digital-media-buying\/streaming-audio-advertising\/","title":{"rendered":"Streaming Audio Advertising"},"content":{"rendered":"\n
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There’s a shift in the digital audio landscape. Although traditional radio still holds a large part of the audio advertising share, more and more people are moving to streaming platforms like iHeartRadio, Spotify and Pandora. The average US adult will spend more time<\/a> listening to digital audio than listening to radio in 2020 (a difference of 4.4 minutes). This shift provides businesses a cost-effective advertising option to reach their target audience where they are. <\/p>\n\n\n\n

Audio content is flexible and can be streamed on a variety of devices like desktop, smart phones, and smart speakers. Consumers are tuning into their interests where it\u2019s convenient for them. They\u2019re streaming news, music, podcasts, audiobooks and more for entertainment and education in the car, while running errands, or during their workouts. There are 204 million digital audio listeners in the US<\/a>, making digital audio the second most popular digital activity based on time spent next to video. <\/p>\n<\/div>\n\n\n\n

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Why should businesses use audio advertising?<\/h2>\n\n\n\n

Audio advertising generates awareness. Ads play before, during or after the streaming content very similar to video advertising<\/a> \u2013 but without the visuals. Programmatic audio advertising can target consumers by demographic, interest, geolocation, device type, genre, playlist, and more. <\/p>\n\n\n\n

This tactic works well as a component of a strategic marketing plan and is a great opportunity for retail and consumer goods industries to reach a broad audience. Another benefit of advertising on streaming audio services is the large portion of listeners who utilize free services, which typically serve ad units in an un-skippable format. Not only are audio ads cost-efficient, but they are more precise in targeting and offer a personalized experience for listeners.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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How do you measure audio ads?<\/h2>\n\n\n\n

Every digital marketing tactic should be tracked so that you can measure its effectiveness. For audio advertising, users aren\u2019t typically clicking a link to visit your website or purchase a product. You\u2019ll need to utilize different metrics than on more visually-driven digital advertising campaigns. Get creative and implement dedicated promotional URLs or promo codes in your ad copy to track visits, reach and awareness. Your campaign\u2019s key performance indicators may include:  <\/p>\n\n\n\n