The future looks promising in audio advertising, where radio has evolved into several formats. According to data from eMarketer, by 2024, digital audio will make up a fifth of all time spent with digital media in the U.S. In 2023 alone, 75% of U.S. internet users are already immersed in digital audio, and it’s projected to claim an average of 2 hours and 20 minutes per day from U.S. listeners, surpassing popular platforms like Netflix, Hulu, and YouTube videos. 

Digital Audio: The Hidden Gem to Spice Up Your Marketing

Pandora and Spotify users commit to audio content for 49 and 51 minutes daily, respectively, demonstrating the dominance of audio over many social media platforms. But what does this all mean for your audio advertising and marketing strategy?

Digital audio unlocks ways to bring audiences to your website and store that other advertising methods can’t compete with. Let’s dive into digital audio, explore its exciting opportunities, and discover how to craft a multi-channel campaign that reaches and engages your audience. 

Traditional Radio: The Ever-Present Giant

Despite the digital revolution, traditional radio still holds its ground as a powerhouse of audio content. Data from Nielsen reveals that 91% of Americans tune into AM or FM radio, and the next highest ad-supported audio platform is YouTube Music, only reaching 26% of adults monthly. 

People listen to the radio at home, at work, in their cars, and wherever it happens to be playing, such as a mall, Uber, or restaurant. And it’s easily accessible to people online, which makes it helpful for people who want to listen to a station that is out of their geographical range. 

In an era of rapid technology changes and shifting consumer preferences, traditional radio has continued to connect with people during various aspects of their lives—from morning routines to commutes. Radio isn’t going away; it’s still a powerful channel to reach your audience. 

Internet Radio: The Digital Transformation

Traditional radio stations have embraced the digital age by making their programs available online—which allows for more people to tune in. The rise of Internet radio will enable individuals to create and broadcast their stations and mirror traditional radio, where listeners tune in at a specific time for scheduled programming. 

Internet radio’s versatility isn’t limited to listeners alone; it also presents significant advertising opportunities. 

• Highly targeted advertising. Platforms like Blog Talk radio, among others, offer advertisers the ability to target specific demographics and audiences. This level of granularity helps you reach your target audience, making your campaigns more effective. 

• Geographic flexibility. Internet radio isn’t restricted to geographic regions, which allows you to reach potential customers on a global scale. 

• Diverse content placement. With a diverse range of content, from music to talk shows and everything in between, you can align their ads with content that resonates with their brand or product.

• Robust analytics. You can get insights into ad performance, allowing for data-driven optimizations. 

Internet radio is a great channel to bring content to a global audience and offers a wealth of options for both listeners and businesses. 

Podcasts: A New Way to Listen, A New Way to Advertise

Podcasts are everywhere—odds are a coworker, friend, family member, or stranger on the street is playing a podcast. After all, there are 700,000 active podcasts and counting—so there is bound to be something interesting for everyone. According to eMarketer, podcasting is experiencing rapid growth, with a 4.6% increase in podcast listenership—outpacing the overall digital audio growth rate by 1.4%. Projections show that there will be over 150 million podcast listeners by 2027. 

Podcasts differ from Internet radio because they are created as downloadable files, typically in MP3 formats. This gives both the podcaster and listener flexibility to listen on demand. There are several platforms, from Apple, Spotify, and Google Play, that host these podcasts, creating a space for anyone to get access to media no matter what forum they choose to subscribe to. 

What sets podcasting apart is that listeners can engage at their own pace and convenience as long as they have a platform that supports playing podcasts. And, if you’re like one of the millions of people out there who tune in to a podcast, odds are you’ve heard several advertisements while you listen—making this a lucrative avenue for marketers. 

YouTube: More than just Video

While YouTube is known for video content, it’s an audio platform, too. Numerous channels host audiobooks, lectures, and music tracks with static images, making YouTube a hub for audio broadcasts and unique advertising prospects. YouTube advertising offers diverse benefits, enhancing your marketing efforts whether you plan to promote audio or traditional video content. 

• Audiobooks. YouTube accommodates sharing audiobooks, making this platform a gem for book lovers who prefer to listen rather than read. 

• Educational lectures. YouTube isn’t just for entertaining; it’s a hub for learning as well. Many educators and experts share their knowledge through audio lessons on the platform (think: TedTalks and tutorials). 
• Music tracks. There is a variety of music tracks and albums available on YouTube—perfect for either independent artists looking to promote music or businesses looking to align with specific genres. 

The benefits of advertising on YouTube extend to audio and traditional video content. 

• Diverse audiences. YouTube’s user base spans various demographics and interests, ensuring your audio ads reach a diverse audience, whether your target market is music enthusiasts, bookworms, or learners. 

• Engagement metrics. With YouTube’s robust analytics tools, advertisers can track the performance of their audio ads. And you only pay when viewers engage with your ad, ensuring your budget is well-used!
• Cross-promotion. Given the overlap between audio and video content, advertisers can cross-promote their products and services effectively. If you’re currently running only audio ads, you may want to consider creating video content to accompany your marketing strategy. 

So, whether you are promoting audio or traditional content (or both!), YouTube offers a variety of opportunities for you to connect with your target audience. 

Craft a Multi-Channel Campaign

While these different audio channels can be discussed independently, they’re not mutually exclusive. Instead, they should be seen as complementary in creating a comprehensive marketing strategy. By understanding the unique strengths and opportunities each platform offers, you can unlock the full potential of your advertising efforts. 

Programmatic Audio Advertising, for instance, streamlines essential tasks and simplifies identifying the most responsive platforms. Programmatic Audio Advertising allows you to target your audience more effectively, ensuring that your message reaches those truly interested in your offerings. 

Regarding YouTube, its integration with Google AdWords provides a diverse advertising landscape. The beauty of this platform is that you only pay when viewers interact with your ad. This means that your budget is used efficiently, as you spend most of your advertising budget on an audience that has expressed genuine interest in your content. 

The lines between audio channels are blurring even more with the growth trend of channels uploading audio-only content. This allows advertisers to collaborate with content creators across various mediums like podcasts, radio stations, or internet radio—enabling you to associate your brand with other audio brands that listeners adore and trust. 

The future of audio advertising is all about integration and synergy. By leveraging the strengths of multiple platforms and adopting innovative approaches like Programmatic Advertising, you can achieve remarkable results and make the most of this dynamic landscape. A full-funnel advertising campaign approach can see up to 45% higher ROI than campaigns focusing on a single part of the marketing funnel. So, don’t limit yourself to one single channel—take the chance to explore possibilities and connect with your audience where they’re most receptive. 

Harness the power of digital audio in your marketing strategy

If you’ve been struggling to break your advertising into audiences, it might be because you need to pay attention to digital audio. Digital audio reaches audiences like no other medium does, using the power of the human voice while your audience is actively listening.

For example, if someone has heard of your brand through digital audio and then later sees a display ad or sees when your brand comes up on Google, they are far more likely to engage with your ad. Don’t miss out on the incredible opportunities in audio advertising. Our team of experts at AdCellerant can help you explore how to develop a multi-channel campaign that images your audience and ensures your brand stands out within this booming landscape. Reach out to us today to see how!