October 31, 2024

Unwrap the Magic of Holiday Audio Advertising: 8 Tips for a Winning Campaign

By Audacy Insights Team

The holiday season is upon us—shoppers are making their lists and checking them twice, and advertisers are racing to capture the most wonderful time of the year. Even though you’ve just started sipping your pumpkin spice latte, it’s time to start thinking peppermint mochas. With the holiday shopping season in full swing, there’s no better way to reach your audience than through Audio. From festive tunes to engaging podcasts, Audio advertising offers endless opportunities to connect with listeners at just the right moment.

Here are eight essential tips to help your holiday audio campaign sleigh all the way through the season.

1. Reach Listeners During Key Moments

The holidays are busy, but your ads can stand out by targeting key moments when listeners are most engaged. Did you know, when we asked listeners which activities they were most engaged with audio in, 57% said in-store shopping — that’s the perfect moment to influence buying decisions this holiday season. Whether they’re browsing big box stores or local boutiques, your message can reach them during moments of action and attentiveness. So, position your ad where listeners are more likely to be in a buying mood!

2. Plan Your Messaging Throughout the Holiday Season

This holiday season is shorter than usual with just 27 days between Thanksgiving and Christmas. Timing is everything, so start early and plan to stay consistent. Launch your campaigns in advance of the big shopping moments like Black Friday and Cyber Monday, and keep the engagement going through the season. Early-bird shoppers have already begun their gift searches, so the sooner your campaign kicks off, the better your chances of being top-of-mind when shopping lists are made.

3. Ride the Holiday Music Wave

Are you ready for the season of holiday music! Many Audacy stations flip to holiday tunes around this time of year, and listeners can’t get enough. Stations that make the festive switch see a 61% increase in average listening. It’s a prime opportunity to insert your brand into the festive spirit. Listeners love the nostalgia that comes with holiday tunes, and this is a great opportunity to boost your brand’s exposure and connect with audiences in a moment of pure holiday cheer.

4. Embrace the Power of Total Audio

Just like you wouldn’t rely on one gift under the tree, don’t rely on just one channel for your holiday campaign. Brands that combine broadcast radio and digital Audio see a 55% stronger sales conversion. By weaving together over-the-air radio, streaming, and podcasts, you’ll maximize your ad impact during the critical holiday season. Your audience is tuning in across platforms—be there with a consistent message that ties your campaign up in a neat little bow.

5. When It Comes to Holiday Sounds in Ads, It’s the More the Merrier

If you really want to sleigh this holiday season, consider adding some festive sounds to your audio ads. We’ve seen that ads with holiday-themed sounds, like jingling bells, snow-crunching footsteps, or cheerful tunes, perform much better than standard ads. In fact, holiday-themed ads see a 26% boost in both purchase intent and recall. And don’t forget to switch things up—using 2-4 different creatives keeps your campaign fresh and festive throughout the season.

6. Don’t Forget The Power of the Pod

You won’t want to leave podcasts out of your holiday campaign! Around 75% of consumers say they’d like to hear holiday shopping ads during their favorite podcasts, and 58% of podcast listeners plan to do extra research on products this season to find the best deals. Whether they’re early shoppers or waiting for those Black Friday doorbusters, podcast listeners are deeply engaged and ready to act on recommendations. With long-form, immersive content, podcasts provide a unique way to create strong, lasting connections with listeners.

7. Sprinkle in Extra Frequency

The beauty of audio advertising is that it doesn’t suffer from ad fatigue like other channels. In fact, the more listeners hear your message, the more it sticks. Dial up the frequency this holiday season to maximize your campaign’s effectiveness. Whether they’re listening to the radio in the car, streaming music while baking holiday cookies, or catching up on podcasts, audio listeners stay engaged through multiple ad exposures. Every impression counts, so turn up the volume and let your campaign keep building — even after 15+ ad exposures, listeners continue to experience stronger levels of attention and purchase intent.

8. Rock Out with Holiday Concerts & Events

Nothing says holiday magic like a live concert or event! Brands can partner with major holiday concerts and events to capture the season’s excitement in real-time. Imagine your brand’s presence through onsite activations, sponsored pre-parties, live broadcast integrations, backstage VIP parties, and exclusive contests. These moments give your brand the chance to engage with audiences in a unique and memorable setting, amplifying your campaign with the buzz of a live event. So go ahead, rock around the holiday concert stage and connect with listeners in unforgettable ways. Audacy’s Deck The Hall Ball & Alice in Wonderland

The holidays are a time of joy, togetherness, and celebration—and your audio campaign can tap into that festive spirit to drive real results. Whether you’re jingling along with holiday music, or connecting with podcast listeners, the right audio strategy will make your brand a part of the holiday magic.

So, before you finish planning your holiday parties and prepping for the season’s festivities, make sure your audio campaign is locked in and ready to deliver. With these tips, you’ll be well on your way to spreading holiday cheer while boosting your bottom line.

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SOURCES

Nielsen Audio, P12+, Holiday Book

Audacy Total Audio Attribution Channel Study, 2021. Digital conversions were measured utilizing Claritas web pixels to identify ad-exposed listeners who took action on the client’s website

Sonic Testing: Ads tested using Veritonic Predictive Audio Score

Veritonic, Podcast Power Shopping, July, 2024

Audio Amplification: Audio content peaks: How frequency drives purchase, Audacy, July, 2022