We’re back with another ‘Debunked’ and this time we’re chatting all things audio. The digital landscape is increasingly competitive and being seen by your audience online is becoming increasingly difficult. So, what other options are out there to reach your target audience effectively, for less?

We know what you’re thinking, ‘“How can audio be targeted and isn’t it ridiculously expensive? Isn’t that for big brand awareness campaigns, not for driving conversions?’ What if we were to tell you that when done right, audio advertising is actually incredibly effective, for both cost and results…

With exciting opportunities for mass scalable reach, is it time to trade the camera for the microphone? As advertisers explore this growing trend, it’s crucial to separate fact from fiction and debunk some common myths surrounding audio ads.

So, let us take the mic from here…

“Audio Ads are way too expensive”

The truth is that audio advertising can be an incredibly cost-effective part of your channel mix, especially when combined with other forms of media.

Whilst the traditional days of radio advertising may involve higher costs, and long set-up times, the new world of digital streaming platforms and podcasts has opened up new, more affordable and efficient avenues for audio ads. 

Platforms like Spotify, Pandora, and podcast networks offer flexible pricing models, allowing advertisers to choose options that align with their budgets. Digital radio means you can target hyper-localised audience segments at the click of a button.

But the real trick with making the most of your cash here is the wide range of targeting options, meaning that instead of reaching a mass audience, you can streamline your budget to only your ideal customer or client. For example, brands can target a wide range audience segments based upon demographic, interest, behavioural, or contextual signals, personalising your message to increase impact.

Closely aligning a listeners ad experience with the content they are consuming is essential; for example, if you were a swimsuit brand, you could find the perfect placement in the middle of a user’s “Holiday Vibes“ playlist – pretty cool right?

Here at Arke, we offer advertising across a range of audio channels, including Spotify, DAX, Traditional Radio, YouTube Audio Ads, Programmatic Podcast Advertising, and an aggregated approach (multi-platform) through partners such as ACast. Not to mention access to Audible and Alexa ads through Amazon DSP.

Working with us opens up our clients to new opportunities across a breadth of cost effective and impactful opportunities. For example, we can secure free-of-charge voiceovers for Spotify Advertising, free-of-charge AI voice overs with ACast, and of course, the ability to sit back and relax whilst our experts use their expertise to develop best-in-class strategies and negotiate discounted rates and packages.

“Do consumers actually convert from audio ads?”

Audio ads are a great fit to reach your customers when they are away from their screens, and as 70% of listeners don’t do anything else whilst listening, they’re a worthwhile audience to target.

The hyper-targeted aspect of audio advertising brings great rewards for a small investment. Reaching super engaged customers seamlessly through their content, 59% of listeners make purchasing decisions based on audio ads. The testament of audio advertising goes even further with 66% of people recalling audio ads, with a 35% increase in brand awareness.

Each of your ads can be personalised to target each of your audience segments with the same product, whether that be a single mum, darling granny or sister on the go. Epsilon’s research found that 80% of consumers purchase from brands that offer personalised ad experiences, and you can’t get quite more personal than an ad directly attributed to your favourite podcast, playlist or audio book at the time of listening.

According to Spotify, the top 10% of brand lift campaigns have nearly three quarters of their impressions tied to audio. They add that audio-only campaigns drive a 10.1% lift for in-store visits, compared to 5.3% for multi-format campaigns – that’s nearly double! Whilst audio is of course another form of OOH advertising and therefore great if your goal is top of the funnel brand awareness tactics, that’s definitely not all it’s capable of. From driving website traffic to in store visits – whatever your goal, audio offers a solution.

With targeting abilities that outperform the rest, campaigns with a majority audio focus can drive higher sales and ROAS.

“The reach is better on other channels”

To put it simply, more people are spending time with audio than ever before.

Audio ads possess extensive reach and powerful targeting capabilities. With the rise of streaming platforms and podcasts, the audio landscape has become a fertile ground for advertisers to connect with their desired audience.

A study by Spotify and Neuro-Insight found that digital audio was more likely to take the reins of long-term memory, as well as increase emotional intensity –  more than TV, social media or digital video. You also have the ability to reach listeners at every stage of the funnel, so don’t worry if someone cant take action whilst listening to your ad whilst driving, you can re-target them later on a different device at home.

Audio ads can offer a more personal feel than on-screen text ads, and digital audio is much more targeted than traditional radio, not to mention engaging a younger audience. Take our work with Keele University for example. As part of an integrated marketing communications strategy, we delivered a one-month long Spotify Audio campaign, providing 90,522 impressions alongside an above industry-average ad-completion-rate.

And if you’re waiting for it to get better, it does. Streaming services provide valuable data and insights, allowing advertisers to precisely target listeners based on demographics, interests, and even location. By leveraging this data, advertisers can optimise their campaigns, refine their targeting strategies, and maximise their ROAS. At Arke, we optimise campaigns every 48hrs, providing recommendations on budget allocation to get the best out of your cash.

“Audio is a fad, not for long term investment”

Well, we’ve just jumped out of our time machine to say ‘you’re wrong’.

Streaming services and podcasts are experiencing an unprecedented surge in popularity, with no signs of slowing down. As more consumers opt for on-demand audio content, advertisers have a tremendous opportunity to reach engaged and captive audiences.

Audio advertising abilities are forever evolving, with more data available every minute.  This data enables advertisers to serve ads that resonate with specific individuals, creating a personalised and immersive experience. By delivering ads that match the listeners’ preferences, advertisers can increase engagement, drive conversions, and build stronger brand connections.

Brands like Spotify are increasingly investing in interactive audio ads, and with the rise of AI in the midst, who knows what this could mean for audio. You can now even record audio ads with AI voice technology, meaning you may not even need to hire a voice actor anymore. It even goes as far as having the ability to translate your ads into different languages, meaning global reach is easier than ever before.

With versatile and budget-friendly options, highly targeted advertising capabilities, cost-effective production processes, trackable results and even AI on the bound-wagon, audio advertising presents a cost-effective solution that can deliver meaningful reach and ROAS for advertisers. 

So, don’t let the misconception of high costs hold you back; explore the world of audio advertising and unlock its potential by getting in touch with Arke today.