The role of audio

The role of audio in modern communications

Audio burst into our life as unexpectedly as you received the first voice message from your grandmother and now you are ordering a voice column.

Today, audio digital advertising (meaning not classical radio) is a relatively fresh format in the advertising inventory of a communicator. Brand integration in such formats is perceived seamlessly and natively by the audience.

The role of audio in modern communications

Mainly due to the fact that content consumption occurs on the “on-demand” principle, that is, on-demand. Moreover, for playback, there is no need to constantly interact with the screen, and if earlier many, doing household chores, turned on the TV for the background, now you can compile your playlist based on individual interests from music and podcasts.

Podcasts

Podcasts today deserve special attention from advertisers.

Firstly, this genre minimizes the so-called “advertising noise”, the consistency, when the brand’s voice sounds bright and convincing and is not interrupted by competitors who are fighting for the attention of the consumer. The brand is essentially left alone with the listener.

The atmosphere here is intimate, almost like a lamp, and you get the feeling that an old acquaintance is talking to you, and it is customary to listen to friends carefully. A more engaged audience than podcast lovers is hard to find right now.

Second, the author of the podcast serves ads in the same form as the main content, thereby increasing the credibility of the advertised brand. Here you will not hear bursting advertising jingles with scrolled voice-overs on acceleration to keep within the timing of the video. According to research by  Midroll Media, USA:

80% of podcast listeners remember the brand name that was mentioned in the ad

67% of the listeners remembered the features of the advertising products mentioned in the podcasts

61% of Listeners purchased a product or service that they heard about in podcasts

Third, podcasts provide access to young and middle-aged people who prefer new technologies to conventional television and radio.

You can target podcast categories: motivational, educational, business, entertainment, and music. You can find a wide variety of formats in podcasts: shows, audio series, interviews, news, documentary and art projects. During the pandemic, lectures, fairy tales and lullabies were in demand.

Specialized agencies usually offer podcast package hosting to increase reach. It is also recommended to make the most of all available platforms: iTunes podcasts, SoundCloud, Google podcasts, VK podcasts, Yandex Music, because the user is used to consuming content where it is convenient for him.

From the point of view of formats for integrating advertising into podcasts, the following can be conditionally distinguished:

1. Sponsor jingle (less often video), which can be placed inside the podcast in

logical pauses or voiced by the author of the podcast at the beginning, end and others

the right moments.

2. A special issue, when the product is embedded in a podcast script or studio, a brand representative is invited to the author as a co-host or special guest.

When posting affiliate material, be sure to consider branding your podcast cover and also reserve a budget for social media promotion. Within the iTunes platform, for example, the podcast is promoted natively due to positive user reviews, while it is not enough to have the maximum number of stars-ratings, but full reviews with text from real people are needed.
In terms of conversion, you can use promo codes to track your podcast posting performance. When focusing on building brand awareness, it makes sense to ask the podcaster for screenshots with the number of listens and downloads.

Internet radio

It is curious that brands that used to use classic radio in the past began to enter more Internet radio. Surely, when you listened to online radio, you already had time to get acquainted with such integrations.

Mostly e-comm, retail and auto brands are placed in this format, although the potential of this channel can be used by many other categories. As a rule, an audio video in an online radio is accompanied by a static companion banner or screencast (for example, a guide on how to order online) and organically appears in the browser in which you listen to Internet radio.

Special attention should be paid to the programmatic audio format, which allows you to instantly respond to user feedback.

For example, you are listening to music on a stream platform and you are asked to learn about a new collection of clothes. In case of your refusal (it is enough to express “yes” or “no” in your voice) – you will continue to listen to music, and if you answered “yes”, then according to the advertising scenario you will immediately be shown a landing page for the promotion, and an SMS with a special offer will be sent to your phone. In my opinion, this is a klondike for auto brands and real estate, because most of the listening is done by motorists, especially in traffic jams. Here you can work out the conversion of a test drive or viewing a new building, for example. In addition, this format opens up new opportunities for telecom and pharma.

This format can also be used for the food tech segment, especially the PP categories, just imagine the capacity of the audience of fitness club visitors, many of whom come with their music in their ears. American agency then, according to the advertising scenario, you will immediately be shown a landing page for a promo action, and an SMS with a special offer will be sent to your phone. In my opinion, this is a klondike for auto brands and real estate, because most of the listening is done by motorists, especially in traffic jams.

Here you can work out the conversion of a test drive or viewing a new building, for example. In addition, this format opens up new opportunities for telecom and pharma. This format can also be used for the food tech segment, especially the PP categories, just imagine the capacity of the audience of fitness club visitors, many of whom come with their music in their ears.

American agency then, according to the advertising scenario, you will immediately be shown a landing page for the promotion, and an SMS with a special offer will be sent to your phone In my opinion, this is a klondike for auto brands and real estate, because most of the listening is done by motorists, especially in traffic jams.

Here you can work out the conversion of a test drive or viewing a new building, for example. In addition, this format opens up new opportunities for telecom and pharma. This format can also be used for the food tech segment, especially the PP categories, just imagine the capacity of the audience of fitness club visitors, many of whom come with their music in their ears. American agency most of the listening is done by motorists, especially in traffic jams. Here you can work out the conversion of a test drive or viewing a new building, for example. In addition, this format opens up new opportunities for telecom and pharma.

This format can also be used for the food tech segment, especially the PP categories, just imagine the capacity of the audience of fitness club visitors, many of whom come with their music in their ears. American agency most of the listening is done by motorists, especially in traffic jams. Here you can work out the conversion of a test drive or viewing a new building, for example. In addition, this format opens up new opportunities for telecom and pharma. This format can also be used for the food tech segment, especially the PP categories, just imagine the capacity of the audience of fitness club visitors, many of whom come with their music in their ears.

American agency Pandora, which specializes in podcast and streaming formats, singles out the moms audience as the most loyal and accustomed to consuming audio content and notes the growing interest from brands of manufacturers of children’s goods in this communication channel.

As advertisers note, audio advertising is most effective when accompanied by remarketing (delayed display of the banner in social networks and in the MyTarget advertising network). Moreover, the cost of producing advertising audio materials is one of the lowest in comparison with other formats, which allows creating and testing creatives faster and cheaper than on social networks.

Of course, in the era of the pandemic, media consumption has undergone significant changes, and this has also affected audio formats.

According to an April KANTAR survey, consumers believe advertising should be useful, positive, and aligned with values, with only 8% of consumers believing that companies should stop advertising. 78% expect brands to show how they can be useful in their new daily life, 67% hope brands will talk about positive prospects. Naturally, there is no room for speculation on the topic of coronavirus in such communications, 74% of respondents say.

According to a Publicis and OMI study, 9% of zetas have started using online streaming to fill the communication and entertainment vacuum. Global Web Index Coronavirus Research Report (April 2020) During the quarantine period, interest from Gen Z and millennials in listening to music increased by an average of 20% more than watching movies or searching for information about the coronavirus.

Thus, music remains one of the most demanded sources of traffic. In a situation of stress of remote work, which for many of us is combined with teaching children, many download the sounds of nature, and for children – audio fairy tales.

According to Yandex Maps, traffic in big cities is falling and according to the MMH survey, more than 80% listen to the radio on the site, more than 60% through a mobile application, while car listening has fallen sharply.

The number of podcast listeners has increased by + 254%, and the number of listens – by + 178%, according to Yandex specialists, since April 13 to 19.04.2020 compared to the period from 02.03. until 03/08/2020.

Today it makes sense to take a closer look at audio ads for many reasons:

1. The excess of information on TV and in social networks tired the consumer

2. In the context of prolongation of social distancing, we will continue to lack communication and to fill this vacuum many will put on headphones and turn on their favorite music or podcast

3. Video production will not be able to shoot scenes in crowded places and office and restaurant locations for a long time, and the loss of earnings during the quarantine period will affect the growth of the cost of commercials in the future

4. You will be able to access a new audience with high engagement while

Valentina Maximova

PR consultant, author of the industry educational podcast PR LUNCH

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