Streaming Audio Advertising
What is Streaming Audio Advertising?
If you’ve ever listened to a Spotify playlist or streamed a podcast, you’ve experienced streaming audio. Streaming audio has grown exponentially over the past few years, with two thirds of the U.S. population (that’s 204 million people!) spending more of their time in this medium. MPP’s digital advertising team is well versed in placing streaming audio ads on platforms where your audience is already engaged and listening.
Streaming Audio: The Best Of Digital and Traditional Radio
While traditional radio typically focuses on listeners who are at home or in their car, streaming audio accompanies audiences as they are on the move. Ads on services like Pandora and Spotify follow users across all their connected devices, from phones, to desktops, to smart speakers, giving you more opportunities to engage with listeners.
Streaming Audio Ad Platforms
Streaming audio ads are played on platforms like Spotify, SoundCloud, Pandora, and SiriusXM. Your message is inserted programmatically before or during music, news, and podcasts. Depending on the platform, audio ads can run with companion visual ads and videos that can include calls to action.
Advertising on Podcasts
With high engagement and brand recall, podcasts are an exciting digital advertising channel. These long-format audio broadcasts are consumed largely by millennials and have experienced year-over-year growth in listenership. Podcast ads are engaging and relevant, with a large portion of podcast spots read by the hosts. Statistics show that 54 percent of podcast listeners are either somewhat or much more likely to consider buying from a brand after hearing its advertisement on a podcast.
of podcast listeners are either somewhat or much more likely to consider buying from a brand after hearing its advertisement on a podcast.
Who’s Listening to Streaming Audio?
Streaming audio is consumed widely across age groups, but younger demographics have emerged as the top listeners. As of March 2018, Spotify’s user base was dominated by millennials, with 29 percent of its users aged 25 to 34 and 26 percent aged between 18 and 24 years old.
Targeting Your Audience
Streaming audio takes the engagement of traditional radio and adds the targeting and measurability of digital. On Pandora and Spotify, MPP can zero in on the right audiences using demographics like age, gender, location, activity, and musical taste. From here, campaigns are fine-tuned to offer a more personalized advertising experience based on real-time insights into audience behavior.
Benefits of Streaming Audio Advertising
People are spending more time with digital audio now than ever before. If you like the reach of traditional radio, but you’re also seeking the measurability and precision of digital advertising, streaming audio might be for you. Streaming audio ads offer many benefits that make them an excellent addition to your digital marketing toolbox. Here are a few:
Streaming audio works when other channels don’t
Reach customers when they jog, ride a bike, or listen to their favorite podcasts while driving. Display, social, and search can’t do that.
Streaming audio is cost-effective
You might think producing an audio ad is expensive. Traditionally, it’s cheaper to produce an audio ad than it is to produce visual ads.
Streaming audio is engaging
Most ads within platforms like Spotify or Pandora are not skippable. That means your ad gets listened to. These platforms have learned that by limiting the number of ads played in a row, they can also increase engagement. That’s a win-win for you.
Is Streaming Audio Advertising a Good Choice For My Business?
Programmatic streaming audio is an excellent tool for advertisers and marketers. Media Place Partners has access to the major audio platforms and to thousands of podcasts.
Make streaming audio part of your marketing mix when:
- You need to reach people where visual ads are ineffective.
- You are looking to engage with users 18-54.
- You need reach, frequency, engagement, targeting, and measurability in a mobile-friendly package.