Digital audio consumption has experienced tremendous growth in recent years, both in terms of volume and listening time. For advertisers, the audio universe represents a historic opportunity to reach a highly targeted audience. It offers numerous advantages.

A personal and intimate medium

Listening to audio content – be it music, debates or stories – has always been the most personal and intimate way to engage with a medium. This proximity is naturally reinforced by the widespread use of headphones. The immersive experience, facilitated by technological advances in listening quality and comfort, naturally generates engagement and greater responsiveness to content.

An omnipresence of audio

As was once the case with radio, today, digital audio is present everywhere and at all times. Indeed, listeners can listen to digital audio content on many devices (speakers, cars, smartphones) while doing other things (driving, working, sports). The special feature of audio, in contrast to social media in particular, is that it is also available when there is no connection (offline) or when there is no screen available.

Multiple genres and formats

Digital audio is not limited to music streaming services or web radios. Today, there is a plethora of digital audio formats, and therefore targeting possibilities. Here are some examples: the rise of podcast consumption, pure play or, once again, video games (especially on mobile devices).

A wide variety of editors available

Just as digital audio users are hugely diverse, so too are the content publishers available: in addition to radio and video (where audio ads are growing), podcasts, video games and even loudspeaker manufacturers have spaces for brands.

No ad blocker

Audio advertising is nowadays one of the last forms of commercial communication left without adblocking, unlike web browsing. The listener naturally accepts a kind of compromise between the content they want to listen to and personalised ads (location, demographics, time of day, history).

High-precision targeting

The user data available today is information that has always eluded broadcasting (FM, AM, DAB+), due to the anonymity of the listener. Digital audio makes it possible to address the right people at the right time: according to age, gender, location, hobbies, weather data, etc.

More precise measuring instruments

The unprecedented possibilities of targeting would be in vain without concrete measuring instruments. Digital audio is the only form of distribution that is directly measurable, thanks to dashboards that display reports and campaign results in real time, via the commercial technology of brands and advertisers.

A guarantee of brand safety

The marketing of advertising messages in digital audio is transparent, both in terms of traffic and insertion destinations, in particular thanks to easy-to-use control and space management tools.

A channel for innovation

Today, brands can follow an increasingly connected audience by being present in their preferred digital audio environment(s), all of which are growing rapidly. The possibilities to establish a relationship with the listener are enhanced by the contextualisation and personalisation of messages, i.e. the possibility to create different, contextualised versions of audio messages.

Direct or programmatic selling

Digital audio offers unparalleled accessibility of inventory: it is available both in direct sales and in programmatic mode. The advantage of programmatic audio: it allows advertisers to reach a defined audience, using the same targeting criteria as traditional online campaigns.

Bonus

An ideal platform to start using this type of advertising is MediaFem. It uses programmatic networks to connect content websites with advertisers, and then collects a fee based on the software’s on-site revenue. It has developed a set of adaptive marketing guidelines that allow each advertisement to be adjusted to the people who are most interested in the content being delivered.

MediaFem prides itself on being able to provide marketers with higher-quality content than other ad networks. This system responds quickly to ad requests, ensuring that each impression is provided as soon as possible for the best results.

 

 


Also published on Medium.