The pandemic situation changed everything. It completely reorganised our day-to-day lives as well as the way we look at things that surround us. Separation, isolation and deprivation of contact don’t have a positive effect on us. After that long time of unusual circumstances, the casual way to work isn’t casual at all. It’s the experience with a whole new dimension. People going to the gym feel just like going to a minor sacrament. Returning to our pre-pandemic routine we are celebrating ordinary things like it was something worth remembering. It’s a great opportunity for marketers. Listeners who are sitting in the traffic or exercising at the gym are now much more likely to be present at that exact moment than ever before. They will be more attentive and easier to reach with our message.
On the other hand, the pandemic influenced the audio industry in a very positive way. As says Jason Wulfsohn, Tech entrepreneur & co-founder at AUDIENCEX:
“One of the biggest changes during the pandemic has been the massive growth of the audio space, with audio entertainment seeing a larger audience and becoming a part of more people’s daily routines. Weekly podcast listenership increased 17% since last year, and Spotify has experienced a 30% increase in ad-supported monthly active users since last year”.
No wonder the audio industry grew bigger as a result of the pandemic. It’s commonly known that audio, as it comes to building an intimate bond with the audience, performs better than any other medium. Therefore if we combine people craving contact with a possibility to hear someone talking to us, we’ll get a complete recipe for a great increase in monetising audio. The pandemic situation was also the time when people had more free time so a lot of them wanted to learn new things or read overdue books. A great way to do so was listening to podcasts and audiobooks – and this is probably the next reason for this recent significant growth of audio.
Advertisers are strongly advised to use audio as an important medium to reach customers. Here are several tips for advertisers to create an effective audio campaign:
- It’s better to use fewer words. If the narrator in the audio creation speaks like he was going to disappear in seconds and he had a message that could save the earth (a.k.a. really fast), the audience won’t listen to him. Their brain is going to defend itself from the information overload. It’s said to aim for 55-75 words for 30-second ads and 40 words for 15-second ads.
- Talk to your customers naturally. Use a tone of voice that you would use when talking to a friend or loved one. If you do so, you’re on the best way to utilise all audio’s power of intimacy.
- Call them to action. Don’t forget about the basics – it’s always a good idea to send a clear message to the listener. Simply tell them what you suggest they do – it’ll work!
- Teleport the audience to your world. Make them part of the story. If the product is a new swimsuit – make them feel like they are on the beach and the cool breeze is rushing by. Total immersion is the next possibility of audio which is difficult to achieve in other media.
The audio industry is constantly evolving and developing new features. Combined with thoughtful programmatic targeting, digital audio can now connect to your audience on a whole different level. Now it’s easy to access that exact group of people, who will be interested in your products. And we have more! Using our technology Yours TrulyTM you can interact with your audience through your ads. Everything old is new again. It’s time for marketers to seize the opportunity.
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