Amazon Connected Audio Customers: Engaging a unique audience with Amazon audio ads

20 January 2022 | By Dora Wang, Content Marketing Manager

“Audio is everywhere and all the time.”

That’s what Patrick Givens, the product marketing lead for Amazon’s audio ads, said to the audience at Amazon Ads’ unBoxed conference, emphasizing the range of moments throughout the day – many screen-free – in which audiences interact with audio content. As just one example, according to the Q1 2021 edition of Edison Research’s Share of Ear study, streaming audio has grown 64% since 2014.1 Audio is present in our daily lives as we stream music, listen to the news and use voice commands for our smart home devices.

Givens and Alyson Sprague, the lead for audio advertising measurement and research at Amazon Ads, shared the results of a survey Amazon Ads and Ipsos recently conducted. We surveyed 3,000 US respondents to understand the differences between Connected Consumers – those who use connected devices – and those that do not.

Within the Connected Consumers audience is a group of customers who reported using Alexa-enabled devices at least once per month. Our survey found that these Alexa users, whom we are calling Amazon Connected Audio Customers, are unique in their demographics, media behaviours and shopping preferences.

Attributes of Amazon Connected Audio Customers

Amazon Connected Audio Customers are typically younger adults who are more affluent, and in a life stage that begets higher spending power than the average consumer. 29% of them reported making an online purchase every single day. Not surprisingly, then, these Alexa users over-index the general population in likelihood to purchase every measured category by an average of 30%.2

According to the survey, Amazon Connected Audio Customers are 48% more likely than the general population to own a smart TV, and over twice as likely to own other smart devices such as wearables, smart vacuums, Wi-Fi-enabled thermostats, smart pet products, smart cars, lighting and more.

The survey also found that Amazon Connected Audio Customers are also 32% more likely than general consumers to stream audio at least once per week, and 64% more likely than general consumers to have embraced new innovations in audio and social media on social audio services.

How Amazon Connected Audio Customers respond to advertising

Over one-third – 38% – of Amazon Connected Audio Customers reported they pay the most attention to advertising delivered on smart devices, significantly more than traditional TV (30%), out-of-home ads (17%) and in-store ads (14%).

In comparison to general consumers, these Alexa users are also 21% more likely to pay the most attention to ads in streaming audio.

In other words, smart audio is a key channel for reaching these tech-savvy consumers.

It’s not just the how but also the what. When engaging consumers through audio marketing, it’s important to tailor the right messaging for the right audiences. Our survey found that Amazon Connected Audio Customers are up to 35% more likely than general consumers to appreciate contextually relevant and tailored ad content.

How Amazon audio ads engage consumers

Amazon audio ads can help you engage listeners with ads that are relevant to them. You can reach audiences based on demographic composition, lifestyle, music genre preferences or in-market shopping signals that indicate potential interest in a brand’s products or services.

In an internal study of Amazon audio ads campaigns, we found that reaching audiences based on both demographic and behavioural signals resulted in a 50% higher branded search rate than reaching demographic audiences alone.3

Once audiences hear your ad, how do you keep them engaged? Among Amazon Connected Audio Customers, 39% said they would be more likely to respond to an ad if given a voice call-to-action (CTA).

Brands have had the ability to add voice CTAs to their Amazon audio ads, and we are now making it even more convenient for customers to engage with these ads if they are interested. With Interactive Audio Ads, customers listening to Amazon Music’s ad-supported tier on an Alexa-enabled device can simply ask Alexa to “Remind me”, “Send me more information” or “Add to cart”. Alexa will know which product is featured in the ad, and add that item to the cart or set the relevant reminder. The experience is incredibly simple, and creates a frictionless way for customers to engage with audio ads via voice when they want to. This is currently in a limited beta for US advertisers.

We’re also expanding Amazon audio ads beyond Amazon Music’s ad-supported tier. For example, working with Amazon Publisher Services (APS), we’re helping advertisers gain additional reach on premium, third-party audio supply from top music and radio publishers. Amazon audio ads through APS is currently in beta, and you can contact your audio ads partner manager or Amazon Ads account executive to learn more.

1 Edison Research, 2021, US
2 Amazon Ads and Ipsos, 2021, US
3 Amazon internal data, 2021, US