Auto Playbook: Top Strategies to Win with Audio Ads
Want to get more shoppers into your showrooms? We want that too. After launching thousands of local and regional dealer audio campaigns, our experts share the 4 most relevant, actionable insights for advertisers to attract potential buyers in for a test drive.
1. Find your buyers
By shifting dollars to Audio, you’re connecting to eager and interested consumers. In fact, nine out of ten people planning to buy a car in the next year listen to Audio. Plus radio has the buyers you can’t find anywhere else. More than half of auto intenders (57%) don’t subscribe to cable.
2. Fire on all cylinders – not just traditional dayparts
Listen up because listening has changed. There are more sweet spots of listening in our day than just the morning drive. Here’s a mini crash course in winning media tactics.
- Always On: The most successful auto campaigns run year-round, and consistently for 15 to 20 days every month.
- On Time: The strongest ad days are actually Wednesday, Thursday, and Friday, and the best dayparts are midday and PM drive.
- In Balance: Car shoppers listen across channels, and the most successful campaigns deploy a “total audio” strategy across radio, streaming audio, podcasts, and digital.
- Own It: To really stand out, move beyond traditional spots and stake out territory. Local and regional dealers can sponsor weather and traffic updates, sports reports, local business spotlights, and commercial-free hours (always a listener favorite). Consumers love these features, and they’ll remember your support.
3. Rev up your creative
In today’s cluttered media environment, it’s hard to get noticed. Auto advertisers can shake up what ads say and how they say it to stand out.
First off, consumers want entertaining, engaging, and informative ads, so talk about your benefits and savings. Focus on your business, not the competitors. Wrap it all up with a strong call to action and keep it tight; Thirty-second spots are the most effective.
Next, think about who is voicing your ads. Historically, 52% of auto ads are voiced by a man and only 17% by a female voice, so spotlighting a woman’s voice could grab attention, according to Veritonic studies.
Finally, it’s smart to remember that frequency is your friend. The more consumers hear your ads, the higher the recall, brand engagement, and purchase consideration. That improves the probability they’ll drive away from your lot in a new vehicle.
4. Embrace the Endorsement
Audio listeners love their favorite radio personalities, DJs, and podcast hosts. That loyalty is one of audio’s secret weapons, so brands should lean in.
Radio and podcast endorsements are incredibly powerful. When popular hosts recommend a product and services, it resonates. Engage a local DJ or podcaster to drive your vehicle and tell their listeners about the fantastic experience. That recommendation pays dividends.
Consider this example: When Mazda wanted to raise its profile with auto shoppers, it supplied local Audacy hosts with brand new vehicles, and they raved about the cars on air with their own personal flair. Afterward, Mazda recorded a 9.5% increase in brand favorability and a 10.4% jump in brand consideration. That’s proof that endorsements deliver.
The bottom line
Audio can help auto advertisers connect with the right audiences, engage potential buyers, and convert those leads into sales. We can help auto dealers transform these insights into an actionable campaign. So let’s start those engines.
Looking for more? Download our complete Auto Playbook.
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Nielsen Scarborough, USA+ 2021 Release 2 Total, Base US A18+, new/ used/lease any vehicle next 12 months, Any Audio: Total Radio MonSun 6a-12m, Any audio streaming services used past 30 days, any internet/apps used for audio content, % of Auto Intenders
Nielsen Scarborough, USA+ 2021 Release 2 Total, Base US A18+, new/ used/lease any vehicle next 12 months, Any Audio: Total Radio MonSun 6a-12m, Any audio streaming services used past 30 days, any internet/apps used for audio content, % of Audio Listeners https://audacyinc.com/insights/dont-put-your-auto-ad-spending-onauto-pilot-accelerate-your-campaign-with-audio/
Nielsen Scarborough, USA+ 2021 Release 2 Total, Base US A18+, Subscribes to cable =no
Audacy Analytics powered by Analytic Owl, June 2021 to May 2022 Auto Dealer Campaign Insights Veritonic Auto Insights https://audacyinc.com/insights/dont-put-yourauto-ad-spending-on-auto-pilot-accelerate-your-campaign-with-audio/