Back to the Future of Audio Advertising
Traditional media channels like radio are helping brands stand out in the digital age.
Photo by krakenimages on Unsplash
Nostalgia is everywhere these days.
’90s and Y2K fashion is being embraced by a new generation. Lo-fi branding reminiscent of the 70s and 80s is trending. And advertisers are turning to traditional media to break through today’s digital ad clutter.
As marketers fine-tune their strategies, the need to be everywhere is becoming more apparent. Audiences today are omnivorous, consuming massive amounts of content on-demand across multiple platforms.
A well-rounded media mix—one that reaches audiences at every touchpoint and every moment of their day—is not complete without audio.
Between increasing screen fatigue and the growing weariness of digital display ads, the many flavors of audio content keep listeners entertained and informed in a way that fits seamlessly into their lifestyle. Knowing when, where, and why listeners engage with audio can help inform an effective audio strategy.
Still a primarily out-of-home medium, radio is a ritual for the 90%+ Americans who tune in every week while commuting to work, dropping the kids off at school, or running errands. In addition to building strong brand awareness, radio’s superpower is its ability to reach consumers in moments when they can take an action, like visiting a retail location.
Of course, we can’t leave out podcasting here—the medium with roots in radio that’s outpacing all other forms of digital in terms of growth. The podcast environment is satisfying different needs for brands, more often skewing towards younger demos who are more likely to listen at home. Podcasting is the ultimate multi-tasking medium as content can be heard while listeners are cooking, doing chores, working out, and more.
Spoken word audio content, like podcasts and talk radio, is resonating with new listeners. According to The Spoken Word Audio Report from Edison Research and NPR, 22 million more people are consuming spoken word audio today compared to seven years ago, with strong growth in multicultural audiences and the 13-34 demo. Regular listeners choose to engage with the medium for the flexibility and companionship it offers.
Whether consumers are just getting to know your brand or they’re ready to make a purchase, an all-audio approach gets your messaging in front of the broadest audience possible at every point of the funnel.
Ready for audio to amplify your media mix? Here are 4 tips for making the most of it.
Make your campaign memorable with a signature sound. When deployed effectively, sonic branding can have a huge impact on creating positive associations with your brand.
The audio medium does an excellent job of connecting on a deeper, emotional level. Inject emotion into your ad copy—whether it’s drawing on humor or tapping into the consumer’s newfound love for nostalgia.
Not just for podcasts, host reads and endorsements from radio talent (the OG influencers) are powerful tools for building trust and connecting authentically with radio listeners.
Treat podcasts, radio, and even streaming audio as unique platforms. Consumers listen to podcasts for different reasons than tuning into a radio station. The tone, messaging, and call to action should be tailored to take in the nuances of each.