As we mentioned in our guide to Making An Effective Radio Advertising Campaign For Your Small Business, audio is a vital tool to your business’ advertising strategy.
That truth extends beyond radio advertising and into Digital Audio.
Many people listen to the radio but even more people listen to digital audio.
What is Digital Audio?
How does it work?
Will it help me grow my business?
In this quick guide to Digital Audio Advertising, we'll answer these questions, step-by-step.
What Is Digital Audio?
Digital Audio is now being listened to more than AM/FM radio and even outranking video, gaming, and social as the #1 mobile activity in the US.
The digital audio streaming platform Spotify puts it best.
“Digital audio advertising is the process of inserting ads into digital audio content in order to reach listeners. This allows advertisers to connect with audiences while they're already enjoying the content they love—be it music, podcasts, or digital radio shows.”
If you hear an ad while listening to music, an audiobook, a radio show, or a podcast on an audio streaming platform (Spotify, Pandora, iHeart, etc.) you’re experiencing digital audio advertising.
How Does Digital Audio Work?
There are two ways that digital audio works.
- Dynamically inserted into the content your potential customer is actively listening to, either between songs as a pre-, mid-, or post-roll ad during a podcast or show.
- As an ad read performed by one of the hosts of a podcast or radio show.
These ads enable brands to engage with potential customers while they are consuming content, in settings where they are less likely to tune out during an ad break.
How Do I Know My Campaigns Are Working?
“How do I know it’s working?”
Digital Audio combines the powerful reach and connection of traditional radio advertising with the targeting and reporting capabilities of digital advertising. As a digital medium, digital audio can leverage an array of metrics to provide powerful insights to businesses and advertisers.
With digital audio reporting, we can identify reach, placement, time spent listening, listener demographics, and psychographics.
In addition, with attribution variables such as promo codes and landing pages, you can track the number of valuable conversions generated by a specific audio ad. These granular metrics are unavailable with traditional audio advertising.
This data empowers advertisers to identify which ads work best and where, to adapt the overall digital audio strategy to further improve ROAS.
Is Digital Audio Right For My Business?
People spend less than 2 seconds looking at a display ad on their phones.
The average watch time of a video ad is roughly 10 seconds long.
98% of Digital Audio listeners will sit through an entire 30-second spot from start to finish.
If any of the following situations apply to your business, digital audio could be the solution you have been seeking.
1. You’re looking to reach new customers
74% of adults ages 25 to 54 listen to digital audio every month.
With 53% of listeners using free, ad-supported streaming audio apps, digital audio is an easy way to reach new customers.
2. Radio has worked well for your business
We’ve discussed before how valuable radio is for a comprehensive advertising strategy.
However, not everyone who is likely to respond to radio advertising is listening to radio.
Digital audio empowers you to use radio advertising tactics for those who only listen to on-demand audio like podcasts or audiobooks.
In addition, the detailed reporting capabilities of digital audio can help identify your audience and improve your comprehensive advertising strategy.
3. You’re looking to improve your brand’s reputation.
Customers won’t give you their business if they can’t trust your brand. Digital audio can kickstart your branding with Endorsements from Podcast hosts and placement during podcast content.
By leveraging a host’s relationship with their audience you can build your business’s reputation with potential and existing customers.
Digital Audio – The Mean Joe Way
At Mean Joe Advertising, our digital audio experts build campaigns in-house and manage campaigns through third-party vendors.
If you’re new to digital audio or want to maintain or expand your current digital audio presence, Mean Joe has the team, and tools, to ensure your campaigns are reaching the right audience, in the right place, at the right time.
Chat with a teammate today to learn how Mean Joe can help your business with Digital Audio Advertising.
