So long as you have a mobile device, you’re never at a loss for high-quality audio content. From podcasts to audiobooks to streaming music, digital audio has effectively quashed terrestrial radio, providing countless options for personalized entertainment.
This is naturally a big win for consumers, but it also has real benefits for advertisers. Digital audio presents a whole new landscape for promoting your brand and reaching target consumers. And increasingly, it’s a must-have for advertisers everywhere.
There are plenty of specific reasons to add digital audio to your media mix. Let’s explore just a few of them.
What are the Benefits of Advertising on Digital Audio?
1) The audio experience is personal and intimate.
Whether listening to a favorite song or tuning into a true crime story, the audio format can be incredibly intimate. This phenomenon is enhanced by the ubiquity of headphones; for the average listener, digital audio provides a private and immersive experience. The upshot for advertisers is that listeners tend to be more engaged and responsive to content that’s delivered in this format, and that includes ads.
2) Audio is everywhere.
As we’ve noted, digital audio is available to pretty much anyone. It can be enjoyed from car speakers, from smartphones, and from home devices like Alexa. And, people can consume audio content in the backdrop of pretty much any activity. In fact, audio is unique in allowing you to reach listeners even when they are offline or not looking at a screen.
3) Digital audio provides a range of different formats.
Digital audio consumption encompasses countless types of content, from podcasts to Internet radio. This provides a lot of different options to target your desired audience, and to reach folks you might have a harder time reaching with video or other types of ads.
4) With digital audio, you don’t have to worry about ad blockers.
Unlike web browsing, digital audio does not have any adblock technology to contend with. It’s one of the last forms of communication for which this can be said. And while listeners can theoretically fast-forward through ads, this isn’t necessarily a feasible option for those listening while they drive, work out, or mow the lawn.
5) Digital audio offers precision targeting.
Another reason to adopt digital audio is that it allows for advanced audience targeting. Unlike conventional radio, digital audio allows you to laser-focus on listeners based on age, gender, hobbies, geographic location, and more. You can always ensure that you’re delivering ads only to the most relevant listeners, maximizing your return on investment.
6) Digital audio offers real-time reporting and analytics.
Still another advantage of digital audio is that it provides real-time data and analytics, making it possible to track your campaign’s reach and to make any needed adjustments on-the-fly. This provides a kind of nimbleness that advertisers crave.
7) Audio ads offer creative flexibility.
Running audio ads provides a number of different ways to get your message across. For example, dynamic ad placement allows you to create multiple versions of the same basic ad and use advanced technology to deploy the most strategic version to the target audience.
8) Creating audio ads is usually quite affordable.
Something else to consider is that creating audio ads is usually a fairly cost-effective option. Because you don’t have to produce visual content, audio ads can usually be generated fairly quickly, and on a reasonably small budget.
9) Digital audio is a great tool for boosting brand awareness.
Ads that you run on digital audio can introduce your brand to a wide range of listeners, leading to a significant boost in brand awareness. In this regard, the immersive nature of digital audio gives it a huge advantage over, say, long-form written content, which is less likely to break through to a new audience.
10) There are countless options for digital audio publishers.
From streaming music platforms to audiobook-only formats, you’ll have plenty of media to choose from. And as you learn more about your audience, you can fine-tune your digital audio ad placement.
Choosing enCOMPASS for Your Digital Audio Needs
The bottom line: Digital audio is a ubiquitous part of everyday life. And as digital audio formats become more and more popular, the benefits for advertisers become increasingly vital.
To take advantage of this exciting medium, you’ll need the expertise of an established agency. At enCOMPASS, we have long encouraged our clients to add digital audio to their media mix. And we are pleased to provide our strategic insight as you seek to develop the right creative, to target the right audience, to select the right platforms, and to measure and record your results.
Ready to talk more about the benefits of digital audio advertising? Reach out to the team at enCOMPASS Agency at your next convenience.
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