Audio shows great potential in being brands’ marketing amplifier
VISUAL and motion-based advertisements have been some of the most sought-after marketing formats for both, growing and established brands.
This is because, as digital tools develop and enable greater connectivity power, brands favor interactive and engaging media to deliver their marketing content.
However, audio marketing is definitely a strong alternative to visually-stimulating media formats, especially in an age where audiences are getting harder to please. Hence, audio is making a comeback and has proven to be of high value for future-forward brands.
Experts believe that audio shows great potential because the technology is getting smarter – especially when leveraged alongside current digital capabilities.
Previously, audio ads mainly focused on content delivery within a certain time and at a certain frequency (of plays). However, data analytics, augmented reality, virtual reality, and 5G technology, make it possible for audio marketing to go in a different direction altogether.
With the right marketing strategy and business plan, building and fortifying brands are easier and more measurable.
One of the biggest reasons for this development is the rise of digital streaming platforms. The podcast industry, especially, is now extensively flourishing due to the growth of streaming platforms proving that digital content not only appeals to the eyes but also to the ears.
How big is the market? In the first half of 2019 alone, there were already 600,000 podcasts up and running and a fifth of those shows were less than 12 months old at the time.
What keeps these podcasts online on streaming platforms? Audio advertisements. If you pay attention, brands of various market segments have jumped on the chance to have their audio ads go live on these platforms.
Alongside data analytics capabilities, as previously mentioned, audio ads can be more personalized and targeted more accurately to a brand’s target audience.
The data can be pulled from digital streaming services that brands can collaborate with. From data about music genre preference to the frequency of streaming, marketers can better decide on how to position their ads to go live for specific groups of users.
As audio appeals to the emotions, brands can choose music genres that are favored by target listeners to accompany their marketing content. Personalized audio ads will be more common and will set the tune of the marketing future.
Finally, there is also the fact that audio marketing is affordable and economical. Cost-Effective investment in audio would also allow brands to spend more on other digital initiatives.
Brands can be more flexible and agile with audio marketing, especially when they have the option to produce content on their own or have influential podcasters broadcast brands’ content for them.
Finally, brands that choose to go with audio marketing will have the advantage to stand out more in a sea of visual ads. Targeting the sense of sound is a good tactic in an increasingly disruptive digital era, as it allows listeners to actually pay attention.
Although audio is making a comeback, it does not mean that visual ads will cease to be relevant. It simply means that brands will have more options to build their brand and deliver their content.