Digital audio has several key advantages as a domain over other media formats. For starters, most audio ads cannot be blocked or easily skipped, which means that you can be confident that the ads you pay for will garner impressions. Audio also tends to be a more immersive experience because people often consume audio entertainment using headphones, which means they aren't as distracted by the world around them.
Why is it worth advertising in audio?
When it comes to music streaming, we all know that music evokes particularly strong emotional reactions. This means that listeners can be in an especially receptive state of mind during advertising breaks. Music also often gets played in the background during everyday activities, giving advertisers the opportunity to prompt listeners to make the purchases they need to as they go about their normal routines. What better time to reach customers with messages about routine purchases than when they are going about those very routines?
Podcasts offer even more benefits for advertisers. The popularity of this highly attractive medium has been soaring in recent years: a Pew Research study found that the number of Americans aged 12 or older who had listened to a podcast in the last month reached 41% in 2021, up from 12% ten years earlier. Moreover, there is a huge variety of content for both listeners and advertisers to choose from. According to Podcast Insights, there are over 2 million podcasts available to listen to on Apple Podcasts alone. Beyond its surging appeal, podcasting offers particular advantages to advertisers.
- Edison Research found that 70% of monthly podcast listeners don't do anything else while listening to a podcast, meaning that the audio being played usually has the listeners' undivided attention.
- Listening to podcast conversations is usually an immersive experience, which gives brands the chance to connect to their listener customers more intimately and gain better engagement.
- Podcasts offer a great opportunity for native audio advertisements (in addition to programmatic audio), delivered in the voice of the presenters that listeners have just been listening to.
- The Edison Research study also found that podcast listeners tend to be more educated, affluent, and steadily employed, making them a highly appealing target demographic.