Most of the time, when we talk about advertising platforms, we think of ads with displayed content, whether that’s text, images, or perhaps video. One area that’s often overlooked is audio advertising, which is important in the world of music and radio where the attention of customers is sought through ears, not eyes.
So what do you need to know about audio advertising? Here are the essentials.
The same principles apply
What does a platform for audio advertising look like? In essence, the same as it does for other kinds of ads. Advertisers buy access to the users of multiple radio and music services through a single advertising platform, just as they would normally purchase target audiences through advertising on multiple websites and apps.
It has huge reach
Such an advertising platform is a good fit for the radio and digital music industries because of the ways in which these things are consumed—which is to say, mainly via mobile devices, with the ever-increasing ability to listen to digital audio anywhere at any time. This includes AM/FM radio, online radio (streamed and on-demand) and podcasts, which means access to huge audiences.
The nature of digital audio also means the ability to target very specific audiences. Podcasts and radio come in many flavours, including music, news, sports and politics. Digital audio is also consumed in different contexts, such as in the car, at home or in the office. All of this means that audiences can be segmented accordingly.
It’s not limited to audio
While audio advertising refers mainly to the transmission of audio, music streaming services and platforms—on mobile apps and on the web—typically have interfaces where visual components can be used, such as banner ads that can be used in conjunction with audio ads. On Spotify, for example, a synchronised banner ad replaces the usual square album cover image whenever an audio ad plays.
The platform exists
Last year, Global Radio launched a new advertising platform they call the Digital Audio Exchange, which gives advertisers access to an impressive list of digital radio brands, music streaming services and audio social networks, including Spotify, Blinkbox, Capital, and Classic FM. Advertising partners already include giants such as Vodafone, Virgin Media, Lexus, eBay and 20th Century Fox.
Like many publishers, Global Radio is particularly well-positioned to sell inventory because they can offer their own rich, ‘premium’ audience data, as well as that of reputable partners who can expand their reach.
It’s easy to overlook audio advertising, but in fact digital audio is now more relevant than ever, an increasingly omnipresent fixture in the consumer landscape. This makes digital audio one of the best ways to reach consumers today.