Audio marketing is a type of marketing that uses music, podcasts, and other sounds to promote your brand. Audio advertising differs from other forms marketing in that it can be very experiential and engaging.
There’s a growing amount of options for advertising within audio marketing. In addition to more traditional audio done through radio, streaming audio has grown 64% since 2014, according to the Q1 2021 edition of Edison Research’s Share of Ear study.1 This allows for digital marketing to reach customers where they are, on social media, apps, audiobooks, audio versions of blog posts, or podcasts. For example, eMarketer found that 60% of US adults ages to 18 to 34 are monthly podcast listeners.2
There’s a variety of benefits to integrating audio advertising into a digital content strategy. With at least one smart speaker in 41% of US households, audio ads can help brands can meet audiences where they are when listening to ad-supported premium content throughout different points in their day.3 And by reaching audiences in different contexts, such as during screenless moments with tech or within interactive content, audio ads can help effectively engage audiences in new ways.
Additionally, customers could have the opportunity to interact directly with audio advertising. Smart speakers can allow customers to make hands-free purchases, for example, or podcasts can have clickable companion banner ads in apps. By reaching audiences in different contexts, audio ads can help to effectively engage audiences in new ways.
There are several factors to be aware of when creating audio for your content marketing strategy. Customers use a variety of channels, so brands should be aware of what would work best for their audio ad campaigns to share the messaging in the right places at the right time, to be the most relevant to those listeners. Finally, measuring the results of the audio campaigns will help determine success.
1. Decide on a channel
2. Know your audiences
3. Consider the results
Audio is primarily a brand-building tool for advertisers. That said, there are certain performance analytics metrics that could be useful. Measurements of reach, frequency, and audio completion rate are a good place to start, as are brand reach and lift for considering how audio can improve brand presence.
Did you know? With a qualifying Amazon Ads audio campaign, we provide creative services for the end-to-end production process, from the initial idea to the ready-to-run audio ad. Get in touch to learn more.
Amazon Connected Audio Consumers are typically younger adults, most commonly ages 35 to 44.9 That skews slightly younger than the general population, potentially allowing brands to share their ads with new generations of users.
The Amazon audio ads audience is also slightly more affluent than the general population and have a higher spending power—29% of them reported making a purchase online purchase every day.10
Remember, music streaming is the primary interaction on smart speakers.11 And the category of music can make a difference too: Country music is the most-played genre in the US on Amazon Music’s ad-supported tier.12 Those listeners over-index compared to the general US population in purchasing groceries online or on an app, and they have a higher interest in smart home devices.13 Also, country music is followed by pop music, where listeners are more likely to stream TV and movies online; and rock music, where listeners are more likely to go online or use apps for banking and investment purposes.14-15
Amazon audio ads are a great place to get started with audio content marketing. To begin, brands can get in touch with an Amazon Ads account executive and start to use audio to expand their reach. Brands can then add their audio ads to the ad-supported tier of Amazon Music. That also includes mobile and desktop, as well.