Which media format is being ignored by marketers? If you answered audio, you’re right. Your clients are likely missing out on the advantages of audio advertising, and it’s time to set them straight.

The State of Audio

WARC and Audacy recently published a white paper on the state of audio advertising. Analysts point out that “24.5% of ad supported media consumption” goes to audio.

How much of the budget does audio capture? 8.4%. That’s a serious mismatch. And this state of affairs could be a game-​changing opportunity for your client.

The Listening Audience

Of course video gets plenty of attention these days. Consumers spend a lot of time with their mobile devices watching video. And they zone out in front of the TVs at night.

But many other media hours during the day are perfect for taking in audio content. The average adult is exposed to audio programs for about 3.5 hours a day. This content being enjoyed ranges from in-​car radio to streaming apps to podcasts.

Whether consumers are driving, working or exercising, audio content gets a big “share of their ear.”

The Ad Opportunity

Not all of the audio listening time is available for marketer messaging. Analysts estimate that when ad-​free audio time is removed, about two hours a day remains. These are the hours when your clients can reach listeners.

Broadcast radio (57.5%) and podcasts (18.4%) are the formats where consumers primarily hear ads. Streaming radio (8.8%) and streaming music (12.2%) also account for ad revenue. It’s clear that some marketers see the advantages of audio advertising.

While advertising on podcasts has grown tremendously in recent years, the amount of investments falls short of the listening time.

The Challenge

Marketers point to several concerns about audio advertising. Analysts point out that buyers “perceive the audio ecosystem to be complex and highly fragmented.”

Campaign Costs

They believe that buying an audio ad campaign will be expensive if they have to hunt for suitable podcasts.

Some marketers have gone all in on retail marketing. Or, they have committed to visual campaigns, suspecting they will deliver the best ROI.

And then, there’s the worry about measurability. Marketers fret that audio is a traditional mass media channel – meaning accurate measurement is impossible.

Brand Safety

These days, marketers are hyper-​alert to any potential negative impact on their brands. When their ads are served up next to objectionable online content, they fear repercussions. However, local radio news (85%) and national radio news (76%) enjoy broad credibility.

The New Audio Market

If you’re selling audio, it’s time to educate your clients on the advantages of audio advertising.

Audio has always served as a top of funnel influencer. But Neustar research reveals that “adjusting audio’s share of the media mix would deliver a boost in ad-​directed sales of more than 30%.”

To achieve more lift from campaign results, your clients must target their audience’s psychographics. With access to AudienceSCAN from AdMall, you can show clients valuable details. They can see which audiences respond to audio advertising. The audience profiles also show consumer attitudes about advertising and the actions they take after seeing an ad.

ROI

Analysts emphasize that one advantage of audio advertising is that consumers “can’t turn off their ears.” With creative messaging and careful targeting, the listening audience feels it’s receiving a personalized message. That connection pays off.

Today’s measurement tools make it easier to show a return on investment. Help your client set up geofencing or measure visits to the website to detect how well an audio-​only campaign is driving traffic.

Nielson’s Commspoint data shows that audio drives improvement in all three stages of the buying funnel. Talk with your clients about the advantages of audio advertising and help them set up a winning campaign today.

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