Why Marketers Should Embrace Digital Audio Now

quotOur clients need to understand how sound and voice can work for their brandquot said Jennifer Hungerbuhler executive vice president managing director of local audio and video investment at Amplifi part of Dentsu Aegis NetworkIt39s that enthusiasm that led Pandora to create the guide as a way to help marketers navigate the booming digital audio space quotBranding hasn39t been audio39s reputation but we see the technology the contextual advantages and a critical mass of engaged listeners that can stand up to any competing mediaquot said Pandora39s group creative director Roger GehrmannWhy digital audio deserves brands39 full attentionAccording to Pandora39s guide digital audio listeners devote onethird of their waking hours to audio and they access music and podcasts via smart speakers connected cars smartphones and other devices Reaching those listeners requires more than repurposing creative or media plans from other channels amp8212 even broadcast radio Instead Pandora advises marketers need to develop an audio strategy and establish a sonic brand that plays over various devices and platformsAnd since digital audio is a fastmoving space influenced by new technology brands need to be nimble Advanced technology including voice search and AI allows for deeper personalization and context and less clutter in both content and advertisingBuoyed by mobile and smart devices digital audio is booming Sixty percent of Americans listen to online radio weekly which includes pureplay services such as Pandora as well as online radio streams That39s up from just 17 percent in 2010 according to Edison Research and Triton Digital39s 2019 Infinite Dial report Pandora leads in brand awareness and usage with onethird of adults polled having reported listening to Pandora in the last monthIn today39s cluttered media environment where consumers are bombarded with marketing images on multiple screens audio is emerging as a refuge for the senses A city dweller might see 5000 visual messages per day Pandora said Unlike most other media experiences digital audio is userdriven Pandora and others make suggestions based on user behavior but users choose how and when to listen amp160amp160Similarly ads served in digital audio platforms are highly targeted and relevant ads generate higher engagement and satisfaction This benefits users and marketers quotThis gives a better experience as the ads are aware of the listener39s context and environment but also makes the ads work harder and perform better for the advertiserquot said Steve Dunlop chief executive officer and founder of A Million AdsquotThink about how much you invest in understanding and reaching your target customer in this cordcutting voicedriven earbud era If you39re overlooking audio you39re missing out on a massive influential audiencequot said John Trimble Pandora39s Chief Revenue OfficerIn a testament to its effectiveness Pandora says that ads on its platform are 49 percent more memorable than those on broadcast radio 36 percent more memorable than TV spots and 29 percent more memorable than mobile video Based on troves of user data Pandora can deliver granular data on listening and engagement which is critical to today39s advertisersWhy you need a digital audio strategyBrands that want to capitalize on digital audio39s potential should devise a dedicated strategy Digital audio deserves its own blueprint including creative and media planning and buying Don39t try to shoehorn TV creative into a digital audio ad similarly avoid the temptation to use plugandplay radio spotsIn fact the only way for brands and their agencies to fulfill digital audio39s potential is to separate broadcast radio from digital audio because they have very different strengths and capabilities While radio has long been valued for reach and frequency digital audio offers marketers brandbuilding and engagement Radio reaches masses while digital audio is personalized and targeted Dentsu39s Hungerbuhler explained that her agency usually activates digital audio when the intent is to quotdrive engagement action or advocaciesquot In contrast they use broadcast radio for broad reach at lower price pointsAn essential ingredient for audio strategy is sonic branding This doesn39t have to be a jingle It can be a consistent voice background music or even just an opening sound It establishes a personality and communicates brand values and it serves as a signal to consumers Sonic identity should also transcend platforms quotIt39s mobile personal social interactive engaging emotional livequot Hungerbuhler said quotBut more importantly as podcasts speakers smart devices and connected cars continue to proliferate our clients need to understand how sound and voice can work for their brandquotTrimble concurred quotAs demands for audience attention grow cutting through the clutter seems more challenging every day Smart speakers Connected cars Digital personal assistants In today39s world where it39s becoming increasingly more screenless and voiceled successful brands will keep pace with the ongoing evolution of the space and embrace the opportunities audio providesquotWhy now is the time to get involvedDigital audio39s strengths are its ability to deliver personalized ads to specific consumers Brands can adjust their campaigns for context including seasons behaviors or activities These messages can be complemented with a calltoaction or voice activations that allow consumers to engage more deeply and extend the conversation Pandora for instance now offers a quotVoice Modequot option so users can control their mobile listening through voice controls It also enables them to interact with ads through voice Pandora can work with brands on those activationsFor brands worried about safeguarding their reputations digital audio offers exceptional brand safety Pandora pointed out because ads are served up to specific consumers who seek out programming Also since listening is an inapp experience and ads aren39t skippable marketers can rest assured that they39re reaching legitimate audiencesWith so many benefits and opportunities now is the time to embrace and experiment with digital audio quotAudio is going through a fundamental shiftquot said Doug Rozen chief media officer of 360i quotThere39s so much opportunityquotClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Why Marketers Should Embrace Digital Audio Now

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Alli Romano

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