Digital ad fatigue has its claws in all but one format: audio ads. Audio has an ever-​increasing audience that enjoys ads that get their presentation right. Here’s what you and your client need to know to nail their next audio ad.

The Keys to a Great Audio Ad

The Audience is Ready

Before we get into developing the next great audio ad, let’s talk about why the effort it worth it. According to an article from MediaPost, “audio listening is at an all-​time high, with 98 million Americans spending 21% of their time engaging daily – that’s over four hours!” eMarketer agrees, adding that listener growth is increasing for both podcasts and audio formats in general.

eMarketer also predicts that digital audio will make up 20% of all time spent with digital media in the U.S. this year. Their analysts also say that:

• Almost 75% of U.S. internet users are listening to digital audio in 2024
• Podcast listeners in the U.S. will exceed 150 million by 2027
• Spotify and Pandora listeners over the age of 18 spend 51 and 49 minutes listening to audio on a daily basis, respectively

Sparking Emotions

One of the keys to creating an effective audio ad is using sound effects that spark emotion in listeners. For example:

• A spa commercial could feature relaxing sounds. Flowing water, raindrops or simple, relaxing music create a sense of calm.
• A car commercial could add engine revving or tire squealing sounds to transport listeners to an open road
• Restaurants can stoke a listener’s hunger with sound effects of soft drinks being poured or meat sizzling on a grill

According to a previous SalesFuel blog, based on data from alan, emotions to utilize in an audio ad include:

• Fear: FOMO can be a powerful driver of sales. Plus, “43% of buyers need to feel intense fear bordering on anxiety to take action,” says alan
• Hope: Your client’s ads can focus on fear with their product or service as the solution. “Not only will hope help alleviate a negative emotion, hope helps consumers feel good. Feeling good is a fantastic motivator.”
• Anger: Like fear, anger requires something to alleviate it. Your client’s product or service could provide satisfaction from whatever is upsetting listeners.
• Sadness: Thinks about those ASPCA commercials with sad songs playing in the background. You wanted to make the sadness go away and felt guilty if you didn’t take action, right? That’s the power of sadness.
• More: The emotions that drive your client’s target audience are distinct from trends. You can learn what they are on the audience’s profile on AudienceSCAN on AdMall by SalesFuel

Personalize the Ads/​Omnichannel Strategies

While you’re on AudienceSCAN, you can also look up how to personalize your client’s audio ad. MediaPost recommends checking out:

• Target audience demographics
• Their goals
• Which platforms and channels engage them the most

Why look up other media channels when audio works so well on its own? eMarketer says that audio is a great addition to omnichannel marketing strategies. After all, diverse media types will reach more consumers and audio ads pair well with most other ad types.

Make Them Immersive

According to an article from The Drum, technology is helping advance audio ads by making them more immersive. For example:

• Motion sensors in mobile devices can trigger additional content if listeners shake the device
• Interactive voice ads can let listeners verbally interact with the ads to get personalized content, offers and information
• Dynamic creative optimization can use the listener’s location and behavior, time of day and weather to tailor audio ads for each listener

Using any or a combination of these tactics can help your client make a super effective audio ad.