Everything you need to know about digital audio advertising

Looking for a new way to reach the right audience with your ad campaigns? Find out why digital audio advertising could be the answer. 

In case you hadn’t heard, audio advertising is growing in popularity. According to a report published by IAB Europe, digital audio media grew by 19.4% in 2022. And, as audio advertising automation and programmatic capabilities become increasingly advanced, this is only set to increase. 

So why is audio advertising so popular right now? And what kind of benefits can you look forward to when using it? Let’s find out. 

First things first, what types of audio ad formats are there?

Audio ads can come in a range of formats. Here are the most common:

  • Audio spots: Audio spots are traditional radio-style ads. They have a specific time slot (from a few seconds, up to a minute). 
  • Jingles: Jingles are short, musical ads that are designed to be catchy for memorability. 
  • Voiceovers: Voiceovers will deliver your brand message or tell a story in audio ads.
  • Branded content: Branded content is online audio content that integrates your message into a longer piece of audio, such as a podcast.

What are the benefits of audio ads?

So why do brands invest in audio advertising? There are a number of benefits of inserting ads into digital audio content. Let’s look at six of the biggest ones. 

1) Audio ads are less intrusive 

Audio content promises a more personal experience for listeners. They are choosing to listen to a particular podcast or radio show, and enjoying a more immersive experience than simply browsing online. And because ads in digital audio are played in the background, they are less intrusive than other types of advertising, such as pop-ups or banner ads. 

By blending your ads with the content people are listening to, you also help to build an authentic and trusted connection with the audience. This makes them more receptive to your advertising message.

2) Audio ads result in higher brand recognition

For many advertisers, brand recall is an important metric. And the good news is that, as per a 2020 report by Spotify, audio ads have been shown to lead to a 24% higher brand recall than visual ads.

Brand recognition increases to an impressive 71% when the show host reads ads, according to research conducted by Nielsen.

3) Audio ads enable you to reach a large percentage of the population

Audio advertising is a useful medium for reaching a large section of the population. In 2022, 74% of internet users in the US (222.7 million people), listened to digital audio. Another report discovered that four out of 10 internet users of working-age worldwide use music streaming services at least once a week. 

The same report learned that the average user spends one hour 38 minutes listening to streaming audio services every day. That is just 13 minutes less than they spend watching TV.

And, according to Statista, 35% of US adults, 30% of Canadian adults, and 28% of Australian adults owned smart speakers in 2022. Which means your audio ads can easily reach people in their homes and workplaces. 

4) Audio ads can be precisely targeted

Programmatic audio advertising can be highly targeted so your ads are able to reach your chosen audience at the optimum moment. By using consented data, such as demographics, preferences, location and behaviour, you can target specific segments that align with your campaign goals. 

5) Audio ads play a powerful role in multi-channel campaigns

If you are planning a multi-channel campaign, audio ads should be in the mix of media you consider. Why? Because audio ads give you the ability to connect with audiences in a wide range of locations across a broad range of devices. These include:

  • Smartphones
  • Tablets
  • Laptops
  • Voice assistants in cars
  • Fitness bracelets
  • Smart home systems
  • Smart speakers

Think about it: through audio ads you can reach people at home, at work, in their cars, at the gym, while they’re commuting, walking the dog, jogging… consider how many scenarios people listen online to podcasts, music, radio shows and more. 

6) Audio ads are a great way to connect with Gen Z audiences

Gen Z audiences are renowned for being tricky to reach. They are the first generation to grow up totally immersed in the digital world and, as a result, they are the most digitally discerning generation. 

Increasingly, Gen Z are moving away from scrolling through digital content, and turning instead to audio. According to one study, 56% of Gen Z and millennials see audio as an escape from too much visual stimulation.

They’re also more likely to trust their ears. Spotify’s Culture Next report found that 50% of Gen Z place more trust in podcasts compared to traditional media sources like TV news, radio, and newspapers. 

So if you want to reach and earn the attention and trust of Gen Z audiences, audio should definitely be on your list.

Want to reach more people using digital audio advertising? Get in touch and find out how we can help.