The Powerful State of Audio in the New Normal

According to the book Audio has the capacity to quotstir emotions like no other mediumquot It goes on to explain that quotvia podcasts sports news or music the auditoryneuro sensory embrace draws us in makes us feel really feel and drives us to action Personal audio the kind we enjoy alone through our earbuds smart speakers and talkable tech is a bigger part of our daily lives than ever beforequotThe result is increased usage by listeners and increased ad spend by advertisersThe New NormalThe pandemic has changed the way consumers use media leading to a new normal and boon for audio According to the research there was substantial yeartoyear growth in listening at home 44 via smart speakers 43 and via podcasts 26 At the same time screen fatigue became a stress factor as both work and school locked consumers in front of their various screens Audio with its mobile fluidity offers consumers the opportunity to destress quotand even briefly shut out the outside world amp8230 Audio just puts us in a good moodquot the ebook notesThe research and data bears this out When compared to screens audio listeners pay more attention spending more time with audio than social media 60 broadcast TV 54 cable TV 49 and video streaming 42quotIn a world where screen time has reached a new and sometimes uncomfortable peak it39s the ears not the eyes that have always connected most deeplyquot explained JD Crowley Chief Digital Officer Audacy quotIt39s the ears that are generating the most excitement and energy in media todayquotThe Opportunity for AdvertisersAt the core of audio39s benefits for advertisers are trust and immersion The State of Audio guide explains that quotAudiences trust the messages they hear from the voices they know Host endorsements whether live reads or as part of an ad drive listeners to buy A lotquot Immersion is a blend of attention and emotional connection Audio delivers on this behavior with the highest immersion index of any media whether AVOD digital video linear TV or social mediaPerhaps the most profound and valuable aspect of audio for advertisers is its ability to be accessed anywhere and at any time from a range of sources Whether cleaning the house walking the dog driving the car or shopping audio is everywhere The study revealed a resurgence of radio listening in the home facilitated by the new and growing technology of smart speakers Bluetooth speakers and wireless headphones that makes it far more mobile than ever beforeThe Audio TrifectaThe research revealed that all three audio platforms deliver for advertisers The overall strength of broadcast radio which commands an audience at least twice the size of pureplay services along with the impressive growth of podcasting especially among younger listeners 83 of whom say their favorite podcasters feel like friends as well as innovative digital audio which offers customized experiences has engendered greater enthusiasm for audio content and by extension advertising messagesAdvertisers can take advantage of these attributes in a variety of ways quotBrands are embracing the speakerastouchpoint phenomenon adding voicetriggered ads to their audio campaigns That paves the way for some amazing new opportunities with shoppable audio interactionsquotIn addition advertisers can access the power of audio influencers who can deeply engage their listeners Audio campaigns have been proven to increase lift in sales conversions 68 lift in web visitation 44 and lift in instore visitations 45Getting Started in AudioWhile the opportunity is there for advertisers across audio platforms it is equally important to have compelling creative and optimized audience targeting According to the ebook creative needs to drive recall intent engagement and emotional response and ad placement needs to occur at the right moment in the right content for the right audienceTo that end Audacy offers insights into producing the most compelling creative and accessing over 16000 attributes to profile listeners and create custom audience segments for advertisers It also offers a range of measurement opportunities including trackable pixelbased measurement And depending on the KPI Audacy offers measurement on foot traffic brickandmortar visits with geofencing web conversion sales conversion brand lift app downloads and adtoapp conversions and downloads in near realtimeAudacy39s ebook offers a stepbystep guide that provides insight into the power and value of each audio platform the most impactful way to develop and launch the ad message and the best ways to measure campaign impact through first party dataKen Lagana Audacy39s EVP Digital Sales and Strategy believes quotAudio is the most engaging impression you can buy in media Period People are more receptive to receiving a message from someone they know and someone they trust Only Audio can build these kinds of relationshipsquotDOWNLOAD the complete State of Audio guideClick 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 MediaVillagecomMyersBizNetamp160

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The Powerful State of Audio in the New Normal

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Charlene Weisler

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