04 Aug Should we change our approach to audio advertising?
“The pandemic has shown advertisers the need for personal connections and offered an opportunity to speak to consumers on a one-to-one basis” – we can read in a NewDigitalAge article.
The pandemic has changed a lot in our daily lives. Even though it’s been around for a while now, we still need to take steps to adapt to this situation in various areas. One of which is audio advertising. People have been physically disconnected for such a long time now. We’ve been communicating with our significant others mostly by voice or text. Habituation to this kind of communication leads us to the situation where the voice connection is more emotional and intimate than ever before… and this is great news for the audio industry! In that case, what should we change in our creations for the audio advertising world to take full advantage of the chance we face?
The first big step is to personalize your ads. As you can read in the mentioned article: “Data that can be used for advertising is growing exponentially and the IDC predicts that by 2025 we will have reached a total of 175 zettabytes of data available in the world”! Thanks to this huge amount and high accessibility of data, advertisers can reach highly specific groups of listeners (e.g. applying AdTonos’s tech solutions).
Moreover, using our AUDIOPIXEL™, technology, it’s possible to measure a (truly impressive) number of conversions. Advantages are here on both sides: listeners hear only personally relevant ads, avoiding unnecessary, annoying information noise and advertisers, in the end, can spend less money on their campaigns compared to traditional radio campaigns costs. Also, it’s easier for them to create announcements addressed to a distinct group than an ad that has to be adjusted to a nonspecific group of all radio listeners.
The second step is interactivity. Along with the launch of our interactive campaign on smart speakers for Audi, a new era of audio advertisement has begun. People will no longer be interested in passive listening, they’ll be fascinated by possible interactions with ads. The road from tapping the screen to voice-commerce seems to be a completely natural way of development in making purchases. As our lives are going faster and faster the necessity for change in this matter is inevitable. It’s simply faster and easier to do one’s shopping using only voice commands than taking time to use a laptop or smartphone.
As stated by Ross Marshall, Group Account Director at MullenLowe, said “Brands need to be looking in this space and working out what they can do and when adopting new formats, creative teams need to be prepared for an iterative process that evolves with advances in the medium. Personalising the creative resulted in better listener engagement, with a 20% increase in the listeners opening the smart speaker ad (generic vs personalised ad).” – and we are looking forward to this!
To sum up, a new face of the audio industry goes through personalization and interactivity. Engaging one-to-one communication is the key to attractive and effective audio advertising.
We highly recommend the original article where you can find more insights on this topic.