why your business should consider audio session campaigns
Much like the video hyperlocal targeting, with the help of audio programmatic, you can now set up a radius (min. 100 meters) where your message will engage with the devices of your target audience.
How to reach customers, when they drive or jog, or listen to their favorite podcasts in their cozy houses? Audio ads can reach these customers where video ads fail to, delivering impressions without any visual contact.
Audio advertising is traditionally less costly to produce than visual ad units. Programmatic took it to another level, offering advertisers a variety of platforms (programmatic audio ads contribute almost 25% of the total Spotify’s revenue) with precise targeting and personalized experience.
The obvious benefits advertisers get when opting for audio programmatic ads in their strategies are stunning engagement and listen-through rates. For instance, linear audio ads are not easily skippable, they don’t overwhelm (listeners hear one ad at a time and it doesn’t require any interface interaction).
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how do digital audio campaigns work ?
Audio advertising is the programmatic and automated sale and ad insertion in audio content such as digital radio, podcasts, and streaming music services by controlling programmatic audio-centric publishers like, Spotify, Airtel Wynk, Jio Saavn etc..
This type of audio content can be streamed on a full range of devices like mobile phones, smart speakers, desktops, and over-the-top televisions. On the basis of digital advertising strategy, audio advertising lets you layer on other targeting strategies to reach target audiences and related geolocations.
The audio marketing strategy can offer a new business an economical way to advertise until they become well-known. This can also apply to a small business. The reasonable costs are good, but it is also not needed to place yourself on a big stage if you are happy being at this level
when you decide to start investing digital audio campaigns, there are some common mistakes we help you avoid.
Not Understanding Your Target Audience - Many business owners fall into the trap of casting too wide a net when it comes to growing their brand and making it appealing to consumers.
Focusing on Your Products Instead of Your Audience - Believe it or not, the goal of your business efforts — and entire existence — is not to create amazing products or services. It’s to serve your customers.
Not Having a Clear Digital Marketing Strategy - Your digital marketing strategy is a branch of your overall marketing strategy, and it must clearly further and service the overarching goals of your organization.
Not Tracking Your Performance - How do you know if you are effectively reaching your target market? The answer is by tracking your performance. Different efforts and strategies will yield different metrics.
Expecting Results Overnight - People are impatient. They want their efforts to pay off immediately. But it’s important to recognize that it often takes a while for marketing campaigns to deliver ROI.
Failing to create localisation - Creating localization for your audience is crucial for your marketing campaigns success.
How To Measure digital audio campaign performance and Results
Reach is all about discovering whether your intended audience is hearing your ad. Spotify makes that happen with verification tools that let advertisers see key demographic information.
Resonance is what people think and feel after they hear your ad. To help determine that, we look to brand lift studies that may include upper-funnel metrics like awareness, favorability, intent, and more.
Reaction refers to the actions people take after hearing ads, from researching products to store visits and purchases. Spotify partners with third-party measurement providers to measure offline sales, incremental sales impacts, and in-store visitations. (For music promotion, we also provide streaming conversion results showing metrics like new listeners, average streams per listener, and more.)
Brand lift: Campaigns with the strongest brand lift skew heavily towards audio. The top 10% of brand lift campaigns tend to have nearly three-quarters of their impressions tied to audio.
In-store visits: Audio drives consumers down the path to conversion. Audio-only campaigns drive a 10.1% lift for in-store visits, compared to 5.3% for multi-format campaigns.
CPG sales: Audio enables more offline CPG sales through effective and efficient media. Campaigns with a majority of audio impressions tend to outperform the rest, driving higher sales lift, ROAS, and greater reach and frequency.
top reasons why in digital audio campaigns are such an important part of your digital media strategy
Digital audio ads go where video technology can’t, accompanying the listener throughout their day across a range of screenless moments like cooking, driving, and chilling.
They're also less expensive than video ads while still proving to be deeply impactful — a fact those jingle writers knew well.
The strategic use of elements like music, sound design, and the right celebrity or influencer can amplify their impact, too.
It is easier than ever to ensure that digital audio ads are doing their job thanks to today’s bounty of measurement solutions for tracking audio KPIs (key performance indicators).
In the digital era, advertisers can measure the impact of their campaign with unprecedented speed and accuracy using audio KPIs. Whereas measuring radio listenership comes down to guesstimates, digital streaming services can truly understand who’s listening.
Digital audio allows advertisers to better know who they’re speaking to. Audience understanding — based on demographics, location, device usage, and listening habits — has never been so robust.
why we are the best people to do this for you ?
our team of professional marketers can help businesses understand why audio advertising is important for modern digital marketing and sustainable business growth. Our paid marketing methods help brands expand online by taking advantage of a wide range of search engine management strategies.
If you’re too busy with your company to concentrate on all the factors that go into setting up, managing and optimising paid search campaigns, you should team up with us
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