When creating audio ads, you want to make transitions seamless. You may also open your ads manager to inform your target audience about your campaign effectively. Avoid long pauses that make the listener feel like they are missing something or experiencing an internet connection issue. People value every second of their experience and will be less likely to listen to your advertisement if there are long pauses between segments. In addition, long pauses can make the listener feel as if they're interrupting someone's routine.
Programmatic audio advertising
With the growth of connected devices and the internet of things, brands are looking for ways to integrate their brand into their target audiences' daily lives. Audio ads are popular with younger consumers, particularly millennials and Gen Z. Audio advertising campaigns can help companies reach these consumers during their prime spending years. In addition, smart speakers enable listeners to interact with ads and take action. These features increase your advertising campaigns' effectiveness while shortening the conversion timeline.
Using real-time audience insights from audio advertising partners is a key part of programmatic audio advertising. This data allows marketers to learn which campaigns are most effective and which don't, thereby repeating the success of previous campaigns. Audio and video campaigns are similar in this regard, and advertisers can track the effectiveness of their campaigns using the same tools. For example, advertisers can use data from audio partners to target playlists and premium digital audiences.
Casting the right voice for your ad
Voices vary, so find the right one for your ad. A confident voice is more likely to reinforce a brand's positioning, as consumers can immediately recognize it. They also help the brand's image because consumers can relate to a voice similar to theirs. If your brand is aimed at younger customers, choose a younger-sounding voice; if your target demographic is older, select a more authoritative, mature voice.
Voice quality is important, too. A talented actor can sound several years younger than they are. If the voice is deep and nasally, consider using a male talent with a deeper voice. It will help your ad sound more appealing to your target market. Remember that a voice actor has limited time to read a script, so select someone who sounds like a friend.
Using background music
Background music can be a powerful selling tool. Research has shown that consumers associate specific types of music with particular products and brands. Therefore, the right background music for your ad can dramatically increase brand recall. However, choosing the right type of music is not as simple as picking a tune that fits your brand and the ad. Music can significantly impact ad viewers' effect and arousal. Previous studies have had mixed results in this area. Using an experimental design, a team of researchers looked at the emotional responses and brand attitudes of people listening to a series of advertisements.
Targeting your audience
A digital audio advertising campaign allows for retargeting. It means you can target your audience within a certain radius, such as within a hundred meters. These strategies work particularly well for small and local businesses, as audio ads capture listeners in an undistracted environment. In addition, they are perfect for brand storytelling and building brand awareness. To increase brand reach, you must know your audience.
While traditional advertising methods are still important in brand awareness, they no longer provide enough results to maintain your competitive edge. As the world has become increasingly digital, people consume ads on streaming platforms and content rather than traditional print advertisements. It allows for a high degree of audience targeting. By targeting your audience by location, income, mood, and even online behavior, you can reach the right people who are most likely to become customers.