How do audio ads work and why marketers should think about audio advertising strategy today?
Every day more and more consumers have online access to content almost 24/7 via devices like desktops, smartphones, tablets, smart speakers, and watches. During the new Covid-19 reality, our daily habits have had to change, and fast. We have started to work differently, shop differently, rest differently, and more importantly, we now maintain our relationships with friends differently.
First of all, we are more dependent on IoT, and now we live more in virtual reality than before. Each of us experiences it every day. Audio broadcast is the link between a brand and a potential consumer, and it will become even more important this year. Especially because sound and audio build an intimate personal relationship with the listener.
In 2020, we need such a close personal relationship as never before because we must maintain social distance. Visual ads alone are no longer enough to build a consistent marketing strategy. This is where the audio format comes in. The US audio ad spend grew by 30% in the first half of 2019 to $1.2bn, according to the Interactive Advertising Bureau (IAB) review, and the audience for audio ads was 191.6 million last year (according to a Statista study).
This situation opens up new opportunities for companies to reach engaged consumers. We recommend the article in Martechseries in which Elena Podshuvejt explains in detail how audio advertising works, how to launch audio ads, and why it is important to build an audio marketing strategy right now. The audio time is now.