In our opening chapter, we take a closer look at why Audio performs so well.
Advertisers who want to engage deeply with audiences are embracing Audio like never before.
In this chapter, we explore the power of hosts and influencers to reach listeners’ ears, hearts, and minds. Audience trust in on-air and podcast hosts is the magic that moves the needle for advertisers.
So, you’re diving into the Audio revolution… excellent! But now what?
In this chapter, we’ll offer inside tips on creative, planning, and measuring, so you get great results.
Audio of the future is coming.
In this chapter, we share the trends shaping the landscape of listening.
CONTENT COVER START HERE
CONTENT CHAPTER 1 START HERE
Audio stirs emotion like no other medium. It touches the passions of your audience and drives them to action. But don’t take our word for it. Let advertisers do the talking.
Audio ad spend rose 10.4% in 2020 compared to 2019. Podcast spending will hit a fantastic $1 billion in 2021.
The Power of Screenless
Screen fatigue is real. These days we’re all craving content we can enjoy without being locked in with our eyes.
When compared to screens, Audio commands a larger chunk of listeners’ media time.
If Radio is the older brother of digital Audio, it’s also the big winner. Radio continues to command an audience at least twice the size of pure-play services or podcasts.
Podcasts are golden for marketers. They offer fresh ad formats and sponsorship options that are catching the attention of national brands. An astonishing 60% of podcast listeners take action after hearing a product advertised on a podcast.
These tremendous results have opened the eyes of big brands in CPG, insurance, and financial services. Download the complete State of Audio guide to see how brand awareness campaigns are changing the game for podcast advertising.
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It’s not how many eardrums your messages reach. It’s how engaged those listeners are that’s the secret sauce. Interest and trust in what the host says about your product determines whether listeners buy, tell a friend, and feel good about their purchase. Brands that tap into this model see tremendous ad performance when coupling their brand messages with influential Audio talent.
Audacy’s influencer-delivered ads exceed Veritonic’s national benchmarks in driving purchase intent among listeners:
NATIONAL AVERAGE: +12% INTENT
AUDACY INFLUENCER AVERAGE: +16%
Think local to build impact. Audacy’s local hosts outperform national media. 72% of listeners make a purchase based on local host recommendations, and 60% feel a greater connection to a brand’s message when delivered from a local host.
Podcasts bring a new hotbed of influencers to the table. Among Audacy podcast listeners, 64% trust recommendations shared during the program — that’s nearly 20% higher than listener trust in pure-play digital promotions. Dig into the full State of Audio guide to see why podcasts are super sticky, and why fans listen all the way through episodes, even during ads.
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Even with the perfect targeting on the right platforms, weak creative means weak results. Put simply, your message matters. Our partners at Veritonic outlined these helpful recommendations to keep the dials moving in the right direction:
Endorsements by familiar personalities drive higher trust and purchase intent.
SET THE MOOD WITH MUSIC
The right music adds inspiration and power to your ad copy. Ads with music also drive higher purchase intent.
PROFIT FROM THE POWER OF THE PROMO
Promos that are in sync with audience interests can significantly increase intent, likability, and trustworthiness.
Movie heroes have their own musical themes. Shouldn’t your brand? A sonic identity is just that: A quick few-note mnemonic hook or a full jingle that plays under your ads to set your brand’s vibe and values.
Every marketer needs to prove they get results. And every marketer also knows that attributing outcomes to different marketing touchpoints can be less than straightforward. Luckily, audio attribution today is so much more than promo codes. Tools like advanced pixels let you chart total campaign success.
Vanity URLs missing
87% of ad impact
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Remember that screen fatigue we discussed in Chapter One? As if on cue, Social Audio is taking off, making ears perk up and giving a rest to weary eyes. Social Audio platforms are still discovering what works best for users and what monetization opportunities may surface down the road. We’re keeping an eye on this growing social media category to see where and how brands can fit in and engage with their audiences. We suggest you keep an ear to the ground, too.
Great content is great content, whether it comes from your cheery drive-time Radio host, a favorite whodunit podcast, or a helpful brand with right-on-time solutions. Over time, the how and where of devices, streams, and platforms will matter less and less. Content will be THE focus, consumed by eager audiences in more ways than we can dream up.