Whenever the thought of digital marketing strikes us, we immediately pull over to eye-popping ads, glamorous banners, and images along with breathtaking video ads. But the million-dollar question is, where does audio fit into all of these gigantic elements?
But are you AWARE? That audio is one of the oldest mediums that play a crucial role in driving advertising and has re-incarnated stronger than ever to strengthen advertising campaigns.
We spend half our lives plugged into audio!
We give massive importance to audio more than we realize. From streaming music apps, listening to podcasts, audiobooks, and of course, intellectual voice-assistants such as Siri and Cortana. There are innumerable digital platforms which keep us engrossed merely with their audio content. We gobble up gargantuan amounts of content through audio and religiously listen to ads and promotions.
As it is the best hands-free way of being engrossed in content, we barely make an effort to question the authenticity of the matter that goes into our ears and rarely skip an ad as we do in the case of videos. This action of ours is quite involuntary, yet, substantially effective.
The sense of hearing is an enormously efficient path for our minds to retain significant or intriguing bits of information. And that’s precisely why we absolutely relish having our ears into podcasts, audiobooks, and of course, the RADIO!
Audio is the sole efficient medium that people can utilize to remain engaged while multi-tasking, and at minimum risk. Thus, huge volumes of content can be delivered to the target audience by the implementation of a proper strategy, to formulate the audio content, as well as maintaining the accuracy of the context.
Let us give you a glimpse of the variety of audio content utilized throughout digital platforms:
Local ads:
This kind of promotion is mostly executed during podcasts wherein, the anchor or host personally reads out different ads for the listeners. Although, the effect that the ad causes on the audience is mainly dependant on the personality of the anchor reading it out. It is purely up to him/her to present the ad as fascinating and persuasive enough for the audience to get hooked on it.
Branded playlists:
In this area of sponsorship, a music streaming application makes a deal with an advertising company to develop branded playlists in accordance with the brand name. Moreover, it comprises visuals for the portrayal of products.
Pre-recorded ads:
These effective catalysts run accelerate across various digital audio platforms, and can also be created for a specific channel or show. They include a clickable visual for the digital screens which guide the intrigued customers to the products' webpage. Following the path followed by classic radio ad spots, great many music streaming platforms along with digital audio and radio platforms imbibe the standard ad lengths i.e. 15, 30, or even 60 seconds.
The primary reason why audio ads are so successful in completely spell-binding the listeners is that the marketers integrate the content proficiently and seamlessly, such that the potential customers do not feel the urge to skip any ad whatsoever. Hence, every digital marketer must understand and realize, that audio content is an indestructible tool for lead generation. Therefore, the audio must be carefully and innovatively designed.
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