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Digital Audio
In 2021, for the first time in history, US adults spent more time listening to content on digital audio platforms than on traditional radio. Brands that fail to keep up with this shift are missing a golden opportunity to speak directly to a highly engaged audience of potential customers.
What is Digital Audio?
In simple terms, digital audio is any type of audio content consumed via a user’s digital device rather than a more traditional AM/FM radio. This includes apps and websites like Spotify, SoundCloud and Pandora, as well as digital radio like CBS Radio, ESPN Radio, TuneIn Radio etc., and podcasts on Apple Music, Google Play Music, Audible etc.
Because a user is logged into their device to access these platforms and websites, advertisers have far more information about the listener than with traditional radio.
Why Include Digital Audio in your Media Plan?
Targeting
Rather than blanketing the airwaves with inefficient ads that play to irrelevant listeners more often than not, digital audio allows advertisers to ensure the right ad is served to the right person at the right time.
Engagement
With digital audio, a listener is far more active in their consumption of content. This means they are more engaged and therefore more likely to actually listen to ads placed around the content they are consuming.
Actionability
Unlike traditional radio where a potentially interested customer needs to remember an ad and then take action later, digital audio offers listeners a far more immediate call to action via on-screen banners.
Digital Audio Targeting Options
Dynamic Retargeting
Deliver customized audio spots to past website traffic and cart abandoners based on their browsing history.
App Ownership Personas
Different video ads can be served based on a consumer’s previous player interactions. This allows for sequential messaging of increasing depth as target audiences finish videos and move further down funnel.
Mobile Footprinting
Retrieve and leverage mobile location data to deliver ads based on historical or real-time location.
Contextual
Target audiences engineered from their search and browsing history via our partnership with Google.
Digital Audio Ad Examples
Digital audio ads are made up of either 15 or 30-second audio spots that play between songs, midway through long-form content like a podcast, or during sponsorship breaks on digital radio.
Additionally, a companion banner shows on the lock screen for visual reinforcement and one-touch engagement to a web page for listeners to browse and take action.
