Tag: Audio

Digital Audio Advertising: A Vital Component of Your Next Multi-Channel Marketing Strategy

The world of audio is changing, and the possibilities for advertisers in the space are growing. In this article, Kym Treasure, founder & CEO of Audacia Audio, delves into the significance of digital audio advertising in today’s dynamic marketing landscape.

For the first time streaming, on-demand audio has passed linear audio listenership. According to Edison research as of the end of Q2 2023, 50.3% of all daily audio time consumed by those in the U.S. age 13+ is now on on-demand platforms and 49.7% is on linear platforms. In 2023, there will be trillions of on-demand audio streams annually. While global markets will have varying shares, streaming audio has now become a fixture in the lives of many globally as they soundtrack their lives – be that relaxing, learning, commuting, working out, partying, or anything in between.

Kym Treasure, founder and CEO, Audacia
Kym Treasure, founder & CEO, Audacia Audio

Though the above statistics should not point to traditional audio one day reaching zero and on demand being the only way people consume audio – it’s likely people will always have demand for some form of directed radio – this habit change is creating opportunities for marketers to engage audiences in moments and ways previously impossible. With numerous channels available to interact with target audiences, integrating digital audio advertising into a multi-channel marketing strategy is becoming increasingly indispensable. This can become all the more powerful when activated via programmatic technology – allowing for greater targeting control, flexibility and speed to market. 

Audio advertising includes podcasts, radio, music streaming and even within gaming platforms. According to PwC’s Global Entertainment & Media Outlook digital audio is one of the fastest-growing advertising channels. In Asia Pacific, spending on audio advertising is expected to double between 2023-2025 from $2bn to $4bn annually. Marketers are increasing spend as consumers see

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What’s More Effective in Web3 Marketing, Audio Ads or Video Ads?

A recent breakthrough adds another layer of complexity to Web3 marketing ads. Amid the dizzying pace of technological evolution, it seems there is still much to be learned from audio ads.

Indeed, a new study reveals audio advertising may just have carved out a niche advantage over video advertising. So, how should Web3 marketers respond?

Audio Ads Outperform Video Ads

At a glance, the digital marketing market is heavily dominated by video. According to the Internet Advertising Bureau, spending on video advertisements will increase by 21% this year. This contrasts with the 11% growth forecasted for overall digital advertising.

Therefore, the cumulative expenditure on digital video ads is anticipated to surpass $55.2 billion by 2023.

Platforms like YouTube, Facebook, Instagram, Snap, Twitter, and TikTok continue to lure significant investments due to the large viewer base, particularly for content led by creators. However, this dominance might be on the cusp of a subtle shift.

Read more: How Web3 Brands Can Boost Leads With Engaging Content

Digital Video Ads Revenue
Digital Video Ads Revenue. Source: Statista

A new study by Dentsu revealed that audio ads hold a distinct advantage in garnering attention and fostering brand awareness.

In subsequent surveys, around 41% of audio ads resulted in accurate brand recall. This is a slight yet significant lead over the 38% benchmark for other forms of advertising, primarily video.

“The fact is audio attention is proving to be really high compared to our norms for other platforms, which is counterintuitive, given that you’re often multitasking when you’re consuming audio. But it actually has that attentive engagement more than other channels,” said Doug Rozen, CEO of Dentsu Media.

Read more: 6 Best Web3 Marketing Agencies To Support Your Crypto Project

Audio Attention Outperforms
Audio Attention Outperforms. Source: Dentsu

Moreover, audio advertising boasted an average of 10,126 attentive seconds per thousand impressions, eclipsing

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