Spotify, podcast, and radio commercials best
from Adam | February 11, 2021
Audio ads might not be as dazzling and glamorous as their video counterparts, but numbers don’t lie. Statistics show that:
- Each week the radio reaches 92% of US adults over the age of 18.
- 97% of heavy radio listeners in the U.S. agreed that the coronavirus pandemic was pushing them to either maintain or improve their listening habits.
- The number of monthly podcast listeners in the US is growing 17% annually and is projected to reach 164 million by 2024.
- Spotify, one of the world’s leading music streaming apps, had 286 million monthly active listeners in the first quarter of 2020, and that number continues to grow every year.
However, the world of audio advertising is something you don’t want to leave untapped. Audio advertising can benefit your brand or business in a number of ways. The fact that it is usually more accessible financially and logistically than video ads is just a nice bonus.
Advantages of audio advertising
Here are the different ways you can benefit from Spotify, Podcast, and Radio advertising:
Every podcast channel and radio station (whether traditional or digital) targets very specific demographics. Hence, it is so easy to focus on your target audience on how to choose the right audio platform to advertise on.
In addition, music and podcast streaming services like Spotify have sophisticated algorithms that can accurately capture user characteristics and intentions based on various signals. When you run ads on such platforms, you can be sure that your message will reach the right people.
It’s more memorable than purely visual ads.
When it comes to grabbing attention, video is king – not a competition. However, if video ads aren’t a sustainable option for your brand, audio and radio promotional materials are far more memorable than purely visual ads. Research has shown that the sound is remembered longer than the visual. If anything, this explains why songs and jingles will continue to be very popular marketing tools in 2021.
It’s easier and faster to produce.
It takes a lot of work to produce a commercial for television or online use. Meanwhile, print ads in newspapers and magazines may not take that long to produce, but everyone knows that the publishing process is tedious, stressful, and often expensive.
On the other hand, creating audio ads – especially radio and podcast placements – can only take a few minutes. You don’t have to deal with complex production tools or a long list of publishing requirements! If the time counts, you can even ask a podcaster or radio host to mention your brand right away.
Spotify, podcast, and radio advertising are cheaper than video, television, and print advertising. This is a great way to get a good ROI, even if your marketing budget is modest.
Spotify, Podcast, and Radio Advertising Best Practices in 2021
Are you ready to launch your first audio advertising campaign? Note the following best practices for Spotify, podcast, and radio advertising in 2021.
- Personalize and align.
Audio advertisements that are tailored to the listener are more likely to gain higher engagement and be successful. Here are some examples of how you can personalize your ads:
- If you are targeting a specific location, then you can try to mention it. For example, you can add “Hey Californians!” To your ad. Begin.
- If you’re promoting on a niche podcast, make sure you use a language that will appeal to the podcast’s audience.
More importantly, make sure that the platform you choose and its subsequent placement matches the message you are trying to deliver. For example, there is no point in selling hip and trendy products through a radio station whose customers are mostly people in their fifties.
2. Make podcast, streaming and radio advertising more accessible than ever.
Audio advertising is already relatively easy to create than video and television advertising, but that doesn’t mean it doesn’t have its own set of challenges.
Fortunately for anyone interested in Spotify, podcast and radio advertising, specialized services like Decibel now allow you to set up audio ads and reach the right people in minutes.
Decibel offers a DIY radio ad system that makes writing, recording, and launching radio ads incredibly easy. Plus, they ensure that your ads reach the right audience with top-notch location and demographic targeting, as well as over 175,000 behavioral goals.
The best part? It takes only $ 10 and a few minutes to set up.
3. Be clear and straightforward.
The more you try to clutter an ad with a wealth of information, the less your audience will remember it. For this reason, it is always recommended to have a clear and straightforward message. Describe the key features and benefits of your product or service and convey them to your listeners in a way they can easily understand and relate to.
4. Do a CTA.
One thing that many beginners in audio advertising miss is the CTA. Remember, most of the people who listen to Spotify, podcasts, or the radio do so while they’re doing something else – whether it’s driving, folding laundry, or preparing for the morning. People who listen to audio while sitting are becoming increasingly rare. That said, it’s important to include a CTA that is simple, actionable, and memorable.
5. Get creative and look for quality.
You want to make sure your spot is of high quality unless you plan to read live or sponsor (where the radio or podcast host or guest reads your ad). Hire a talented voice actor if necessary.
While it may be tempting to simply share the benefits and features of your product or service, audiences will be more likely to remember an advertisement that tells a specific story. Whatever story you want to tell, it has to be interesting, engaging, and engaging to the listener’s emotions.
The final result
As a brand, it is important to be present where your customers are. Audio platforms such as radio, podcasts, and music streaming apps are inconspicuous, yet productive advertising spaces.
While not as flashy as video and TV marketing, audio advertising can pay off well when done right. To do this, you have to find the right platform, personalize your ads according to the target audience, have a clear message and CTA, and maintain quality and creativity.