Looking to broaden your brand's exposure to new audiences with digital audio ads? Here are 2 big reasons to add audio advertising to your marketing strategy.

Benefits of Digital Audio Advertising | Union

2 Big Benefits of Reaching Audiences with Digital Audio Advertising Right Now

<p dir="ltr">The best ads are the ones that meet audiences where they are. That’s why digital audio ads can be so appealing – they slide right in between songs or whatever the user is listening to on popular music and podcast channels like Pandora and Spotify. The user doesn’t have to click through the ad (although they can, depending on the format!) in order to absorb the information it provides – meaning it’s zero effort for audiences.</p>
<p dir="ltr">If your brand’s not tapping into digital audio advertising, you’re missing out on valuable connection opportunities. Here are two main benefits of reaching audiences with digital audio advertising.<br /></p>
<h2>What is digital audio advertising?</h2>
<p>Digital audio advertising is the process of transmitting audio commercials or messages through digital means, as opposed to traditional methods like radio or television. Digital audio advertising can be delivered through a number of channels, including streaming services, satellite radio, podcasts, and even social media.</p>
<h2>Two benefits of digital audio advertising</h2>
<p>Here are two ways digital audio advertising can benefit your brand:</p>
<h3>(1) Digital audio ads give you access to a huge audience.</h3>
<p dir="ltr">Without these ads, your brand is missing a chance to reach millions of users. Spotify <a href="https://ads.spotify.com/en-US/">boasts</a> 381 million monthly listeners around the globe, while Pandora <a href="https://www.sxmmedia.com/">streams</a> to more than 150 million monthly listeners. And not only does a larger audience give you a higher chance of generating brand awareness with more people, but it opens the door for a higher chance of converting as well. More than 60% of Spotify listeners say they use audio ads to learn about new brands and products. </p>
<p dir="ltr">“Digital audio ads are an important part of the consumer journey, as they allow for brands to reach consumers in a new environment that isn't dominated by more traditional ad types like search, video or display,” said Allie Robbe, Union Programmatic and Paid Social Supervisor. “Digital audio is important in the awareness phase because it relies solely on users listening with fewer calls to action or clickable elements, making it a better fit for the awareness phase of a consumer journey.”</p>
<p dir="ltr">To improve reach, brands can also target the types of listeners they’re hoping to promote their product or service to. With Pandora, audience segments can be <a href="https://www.sxmmedia.com/audience-solutions">determined</a> by attitudes, interests, lifestyles, life stages and more. Contextual targeting is a bonus, allowing brands to reach users at the right moments based on category, genre, mood and other factors.</p>
<p dir="ltr">Spotify is just as data-driven, <a href="https://ads.spotify.com/en-US/audience-targeting/">using</a> interests, age, gender and locational demographics for targeting, as well as contexts like podcast episode topics and devices being used.</p>
<h3>(2) Digital audio ads give your brand a human voice.</h3>
<p dir="ltr">On the creative side, the digital audio medium gives brands an opportunity to present an actual, human voice to connect with consumers. It’s a refreshing shift in the era of social media scrolling and <a href="https://union.co/services/performance-media/programmatic">display-ad</a> viewing. It also adds a level of authenticity – one human talking to another.</p>
<p dir="ltr">“Digital audio ads allow brands to build an emotional connection with consumers as they tap into a different ‘sense’ among consumers and more seamlessly intertwine with a user's listening experience,” Robbe said. “Therefore consumers are more likely to be paying attention to these ads compared to other ad types that require a user to opt in and engage.”</p>
<p dir="ltr">With Pandora, you can choose the voice artist based on gender, age, energy level and tone. Should the voice representing your brand be conversational, energetic, laid-back, soothing? Narrow down the right descriptors to set the ideal personality that will best connect with your consumers. </p>
<p dir="ltr">With digital audio, calls to action can be more subtle and conversational, too. Instead of “buy now” or “shop now” or “learn more” in large font with a button, the audio command can be slipped right into the conversation. Example: “Curious? Go to WeirdCandles.com.”<br /></p>
<h2>Create digital audio ads to reach your target audience.</h2>
<p>Ready to boost brand awareness with another angle for top-of-funnel marketing? Ready to meet people where they are, in a more human way? Our paid media and <a href="https://union.co/services/performance-media/campaign-creative-concepting">creative teams</a> can help you enjoy the advantages of digital audio advertising. <a href="https://union.co/contact">Reach out today.</a></p>

<p>Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data. </p>