Grab those headphones and get ready to jam because it looks like Amazon is joining the Live Audio arena.
Through an exclusive scoop from Axios, Amazon is reportedly in touch with major record labels to create live audio events with artists, which users could access through their Amazon music accounts.
Additionally, the project (led by Amazon’s music division) will also focus on live conversations, talk shows, podcasts and investments into local content such as news and sport.
This news doesn’t come as a huge surprise, as last year, Amazon purchased the podcast subscription company, Wondery for $300m.
Potentially, the project could increase the content Amazon offers through the voice assisting friend, Alexa – resulting in creatively unique marketing opportunities. Users are starting to use smart-speakers much more (Business Wire reported an all-time high of 150 million units sold in 2020), and it looks like Amazon has taken notice.
If you’d like to explore how voice assistance can work alongside branding, read our blog here.
Marketing Through Music
From a marketing perspective, the more areas to advertise on, the better! The implementation of podcasting and live audio engagement specifically opens up a honeypot of creative potential. Such as…
Native Advertising:
- If a platform focuses on music, blending your adverts to the themes of the platform is essential. Create adverts that rock and roll just as naturally as the tunes playing in-between.
Integrated Marketing:
- Whether you’re listening to music or investing in a podcast, you’ll likely get an ad break. These ads tend to be allegorically implemented based on a user’s other interests. However, through strategies such as sponsorship, you can integrate specific ads into specific podcasts and playlists. Spotify is a fantastic example of this, as there’s a variety of podcasts that have ads edited in or discussed within the actual content.
We have a groovy case study regarding advertisements on Spotify, including our solutions, which you can read here.
What’s everyone else doing?
Live Audio is progressively recreating radio for mobile. With a global pandemic going on, conversing audibly online has never been more paramount. Amazon is somewhat late to the club on this one, as many other social media platforms have already been using these new techniques…
Clubhouse
Clubhouse landed last year amid the lockdown. A social networking app based on audio-chat, the platform garners over 700,00 live audio rooms a day.
Noticeably, Clubhouse users need an invitation to join a chatroom; you can’t turn up unannounced like the cool kid late to the party. Thus, Clubhouse creates an energy of exclusivity around the platform, making individuals feel special when they enter the room.
Live Audio allows for consistent engagement between user and influencer too. Entrepreneur (and meme-maker) Elon Musk joined a Clubhouse chatroom earlier this year, leading to a cap of 5,000 listeners.
For brands, this shows you can create a strong synergy between yourself and users. Chatrooms can potentially be a great hub for education or presenting, with an audience already interested in your brand whilst potentially engaging with new leads who want to discover something new.
Spotify
We’ve already discussed the advertising potential Spotify can offer, whether it be between music playing for users without a premium subscription or through podcasting. However, Spotify also has its hands in the Live Audio business with another app.
Acquiring Betty Labs earlier this year, Spotify relaunched its Locker Room app as Spotify Greenroom. The app focuses on talk, sport and music with an additional live stream feature allowing users to view live concerts from home.
Twitter has also expanded its Spaces platform, allowing for more e-commerce features. Through IOS, testers were allowed to try out the new Tickedted Spaces feature, letting creators collect 97% of generated revenue up to $50,000. Once reached, Twitter would take a cut of 20%.
As you can see, there are dance clubs worth of options for companies to advertise on through Live Audio right now, each offering a unique twist on how to engage with your audience.
Open the pod bay doors, Alexa!
With these new and exciting Live Audio additions comes the bonus of using voice assistance alongside them. What was once a gimmick is now an integral natural extension of how we interact with online e-commerce.
According to PwC, 65% of 25-49-year-olds speak to their voice-enabled devices at least once a day.
Marketing in the Live Audio space is new and exciting; it’s the next stage in radio’s evolution. Whilst it allows marketers to rework tactics applied to an older medium, it also presents an ability to get personal with your advertising. And due to its newness, your competitors are unlikely to be using it to its full potential. Get those records spinning and start advertising!
Would you like advice on maximising your online presence in the Live Audio world? Want some tips in elevating your audience engagement online? Contact our advertising team now.
