Streaming Audio Advertising
If you’ve ever listened to a Spotify playlist or streamed a podcast on Pandora, you’ve experienced streaming audio. And if you’ve heard an ad while listening you’ve experienced streaming audio advertising. Digital audio has grown exponentially over the past few years, with two thirds of the U.S. population (that’s 204 million people!) spending more of their time in this medium. MPP’s digital advertising team is well versed in placing streaming audio advertising on platforms where your audience is already engaged and listening to music, podcasts, and live events.
Streaming Audio: The Best Of Digital and Traditional Radio
While traditional radio typically focuses on listeners who are at home or in their car, streaming audio accompanies audiences as they are on the move. Ads on services like Pandora and Spotify follow users across all their connected devices, from phones, to desktops, to smart speakers, giving you more opportunities to engage with listeners.
Streaming Audio Ad Platforms
Streaming audio advertising is played on platforms like Spotify, SoundCloud, Pandora, and SiriusXM. Your message is inserted programmatically before or during music, news, and podcasts. Depending on the platform, audio ads can run with companion visual ads and videos that can include calls to action.
Advertising on Podcasts
With high engagement and brand recall, podcasts are an exciting digital advertising channel. These long-format audio broadcasts are consumed largely by millennials and have experienced year-over-year growth in listenership. Podcast ads are engaging and relevant, with a large portion of podcast spots read by the hosts. Statistics show that 54 percent of podcast listeners are either somewhat or much more likely to consider buying from a brand after hearing its advertisement on a podcast.
%
of podcast listeners are either somewhat or much more likely to consider buying from a brand after hearing its advertisement on a podcast.
Who’s Listening to Streaming Audio?
Digital audio on Spotify, Pandora, iHeart, and SiriusXM is consumed widely across age groups, but younger demographics have emerged as the top listeners. As of March 2018, Spotify’s user base was dominated by millennials, with 29 percent of its users aged 25 to 34 and 26 percent aged between 18 and 24 years old.
Targeting Your Audience
Streaming audio takes the engagement of traditional radio and adds the targeting and measurability of digital. On Pandora and Spotify, MPP can zero in on the right audiences using demographics like age, gender, location, activity, and musical taste. From here, campaigns are fine-tuned to offer a more personalized advertising experience based on real-time insights into audience behavior.
Benefits of Streaming Audio Advertising
People are spending more time with digital audio now than ever before. If you like the reach of traditional radio, but you’re also seeking the measurability and precision of digital advertising, streaming might be for you. Audio ad on streaming platforms offer many benefits that make them an excellent addition to your digital marketing toolbox. Here are a few:
Streaming works when other channels don’t.
Reach customers when they jog, ride a bike, or listen to their favorite podcasts while driving. Display, social, and search can’t do that.
Streaming is cost-effective.
Reach customers when they jog, ride a bike, or listen to their favorite podcasts while driving. Display, social, and search can’t do that.
Streaming is engaging.
Most ads within platforms like Spotify or Pandora are not skippable. That means your ad gets listened to. These platforms have learned that by limiting the number of ads played in a row, they can also increase engagement. That’s a win-win for you.
Is Streaming Audio Advertising a Good Choice For My Business?
Programmatic digital audio is an excellent tool for many advertisers and marketers. Make look into digital audio as part of your marketing mix when:
- You need to reach people where visual ads are ineffective.
- You are looking to engage with users 18-54.
- You need reach, frequency, engagement, targeting, and measurability in a mobile-friendly package.
Let’s talk about how and if we can reach your audience on Spotify, Pandora, iHeart and more.
Further reading about Digital Audio
