Httpool launched ‘Tune into ‘Digital Audio’ in 2021 report. The report shares trends across key segments such as programmatic advertising, personalization and context-awareness, data, voice, and more.
The report by HttPool on Digital Audio outlines how and why businesses should integrate a mobile business strategy into their marketing strategy in today’s market. People increasingly prefer mobile devices to any other type of gadget. Audio, unsurprisingly, accounts for the majority of the time spent using mobile apps regularly. Digital Audio marketing is highly measurable and targeted. Marketers may be confident in the contextual relevance of their ads in addition to employing typical targeting parameters like demographics, geography, and device.
“When you advertise on digital audio channels, you reach people who are doing and thinking things they wouldn’t do or think if they were exposed to more congested marketing channels. Digital audio allows advertisers to access the listening experience, where there is less competition. Audio should be approached holistically, blending in with all other formats along the user’s path,” states Amit Gupta, Managing Director, Httpool India.
Advertisers are following in the footsteps of customers who are flocking to digital audio, and we’ve already seen a few major growth patterns in the field of digital audio advertising. The audio format is an exciting new frontier for all brands to explore.
Regardless, all brands must decide if audio media purchases are the right fit for their company and, if so, how to maximize their effectiveness. Consider the following trends when thinking about your brand before deciding to advertise in the digital audio room.
Emerging Trends in Digital Audio Advertising
Audio ad automation, also known as programmatic advertising, is a growing and significant factor. It automates the purchase, sale, and delivery of audio advertisements.
Spotify seems to be leading the way in programmatic ads, with programmatic revenues accounting for ¼ of its ad revenue.
Personalization And Context-Awareness
This can be achieved in a variety of ways, either programmatically or manually.
Whatever format is used, the aim is to create a highly customized and personalized campaign tailored to each user. Context-aware advertisements have a higher recall rate and stand out more. They also have a significantly higher level of interaction than conventional ads.
Brands that use data-driven audio ads effectively can have a significant impact. Since no two ads are alike, brands use data to build meaningful, dynamic, and hyper-personalized messages. To deliver valuable and high-converting communications, they integrate user insights, location data, and other vital insights.
Voice Recognition And Smart Speakers
Smart speakers are available in a range of sizes and shapes.
Amazon Echo and Google Home are the most common. According to “The Smart Audio Study,” nearly a quarter of the population in the United States (over 60 million) owns a smart speaker, and 24% of them use it regularly.
In 2020, there will be 4.2 billion digital voice assistants being used in devices around the world. Forecasts suggest that by 2024, the number of digital voice assistants will reach 8.4 billion units – a number higher than the world’s population.
As a result, as user adoption grows, so does the advertising opportunity.
Smart speakers not only allow and accelerate the consumption of digital audio, but they also provide marketers and brands with a forward-thinking, creative outlet.
While smart speaker advertising is still in its infancy, brands keep a close eye on it to stay ahead of the competition, particularly as it proves to be a critical touchpoint for retail shoppers.
In 2021, according to EMarketer, 38 million people will use a smart speaker to make a purchase.
Like every other new medium or tactic, Audio should be approached holistically, blending in with all other formats along the user’s path. Search, social, television, video, and so on are examples of these formats. Audio ads should never be perceived as a stand-alone strategy; instead, they should integrate into the brand’s overall digital strategy.
View the full report here: