For 2021, Brands Should Book Digital Audio Now

Users are listening to more music spoken word and podcasts Since the beginning of the year the average daily audio streaming hours have increased 32 percent according to Pandora39s new 2021 Definitive Guide to Audio a roadmap for brands on media usage and trends particularly audio In a first digital audio now commands more listening time than traditional AMFM radio accounting for 53 percent of all daily audio consumptionPandora listeners say digital audio is a mood enhancer welcome distraction and a way to find companionshipquotStreaming is highly personalized and that39s something that will only growquot said Crystal Park Pandora39s vice president of industry marketing quotPeople lost their commutes gym routines and habits but consumers are evolving and adapting and creating new routinesquotAt the same time advertisers are weathering a turbulent year Last spring when most Americans sheltered in place advertisers pivoted to inspirational messaging often focused on how they were supporting employees and communities As protests for racial justice and police reform erupted nationwide marketers again reworked ads to show their solidarity and commitment Now as the pandemic rages on and the holiday season approaches advertisers are once again rethinking their positioningDue to COVID19 Americans are consuming 87 percent more media which means there are plenty of available ears and eyes Young consumers are flocking to digital audio and video In fact nine out of ten are streaming both audio and video content showing the opportunity for advertisers to run campaigns across all devices eg tunein messages via audioDigital audio is an effective and brandsafe environment Users are engaged and active and they39re responsive to appropriate brand messages Importantly marketers know who they39re reaching and when Pandora for example can target by context mood behavior and content preferences After a campaign runs its data analytics help improve efficiency and return on investmentquotThe data we have especially our loggedin user data is critical and highly useful for brands that want to tap into streamingquot Park saidAt a time when consumers39 feel stressed and fatigued what brands say mattersPark said ads should be compassionate relevant and thoughtful That39s what resonates with Pandora listeners The Pandora report notes that 53 percent of listeners want to hear ads that are informative or relevant to products and services while 50 percent said they prefer positive inspirational ads Also 53 percent are more likely to purchase from a brand that shares their social or political beliefsquotShowing your brand in the context of what folks are going through daytoday is so importantquot Park said quotAlso brands should offer guidance and solutions that are additive to their lives not making it more complex and chaoticquotTo address such concerns three out of four brands have retooled their advertising assets this year including 53 percent that have increased messaging about their company39s missions according to the IABWhile ad spending on legacy media is expected to dive 30 percent this year digital ad spend is projected to grow six percent That39s a modest gain but in a year when total ad spending is forecast to decline eight percent any growth is notableDigital audio wants to grow its share of that spending quotAudio is a medium that can deliver a brand value message in an intimate environment We are literally in your earquot Park saidTo succeed in audio Pandora advises brands to incorporate sonic branding which is an easily recognizable audio signature or sound such as a familiar voice or music that is deployed across digital broadcast and social campaigns When it39s done well listeners immediately identify the sound and the brand building awareness and affinity For example Pandora noted when consumers hear the lyrics quotLike a good neighborquot they instinctively fill in quotState Farm is therequot in a nod to the insurance agency39s omnipresent jingle The iconic NBC threetone audio brand is another exampleWhile some advertisers are warming to sonic branding many still train their resources on visual and video creative Park recommends that audio and visual strategies be simultaneously developed quotsonic identity has to align with the visual identity They have to be built in tandemquot she said quotSonic identity shouldn39t be an afterthoughtquotAs we enter 2021 an audio strategy is an absolute quotmustquot for brands With the recent addition of Stitcher Pandora39s portfolio of brands reaches a combined 150M monthly users While that kind of scale is critical Park said industry metrics like audibility and standardized measurement especially in podcasts will create efficiencies throughout the entire audio ecosystemClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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For 2021, Brands Should Book Digital Audio Now

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Alli Romano

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