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BRD MEDIA LLC
The Latest Buzz on Audio
While Digital Audio continues to reign supreme as the mobile content king. In short, one of the biggest growth opportunities for agencies in the coming years - thanks to Millennials and Gen Zers - is in music and podcast advertising. Virtually everyone is listening. And there’s no better time than right now to get your clients heard.
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While Digital Audio continues to reign supreme as the mobile content king. In short, one of the biggest growth opportunities for agencies in the coming years - thanks to Millennials and Gen Zers - is in music and podcast advertising. Virtually everyone is listening. And there’s no better time than right now to get your clients heard.
68%
of the US currently stream music, news, and podcasts every single month 5
+10.%
increase in online streaming since December of 2019 6
#1
Digital Audio outranks AM/ FM radio as the preferred listening format; 63% of all audio listening today is now some form of digital
46%
of Americans ages 55+ stream audio every month11
+26.5%
increase in podcast shows between 2020 and 2021
#1
Streaming audio content continues to outpace stalwarts like social, video, and gaming as the top mobile activity in the US13
44%
of which are now being monetized, which means more ad opportunities to make an impression15
73%
of today’s listeners use free, adsupported subscriptions to do their music streaming
116M
Americans tune into podcasts on a monthly basis14
+72%
of Americans ages 35 to 54 stream audio every month10
86%
of Americans ages 12 to 34 stream audio every month
+22%
jump in reported listenership YoY, podcast listeners represent the fastest growing audience in any form of media 9
200M+
Americans stream music, radio, news, and podcasts
“Back in the day the Big 3 media channels were print, radio, and TV. That’s where most of the customers came from. But fast forward to today, and the Big 3 is search, social, and streaming... any robust, integrated marketing campaign should have all three.”
How to Talk to Your Clients About Digital Audio
This medium has the unique ability to form strong emotional connections with listeners. Songs and podcasts linger with us. Making your audio message all the more memorable too.
Digital audio is catchy
Digital Audio is not your grandmother’s radio
The digital nature of streaming audio allows for 1-to-1 audience targeting at a level of personalization that ensures the ad listener is exactly the one you want hearing your ad.
200M+ Americans stream music, radio, news, and podcasts on phones, tablets, smart speakers, and computers every single month.16 This is your chance to bring your business everywhere they go
Digital audio is everywhere
Did you know the average internet user is hit with as many as 10,000 online ads a day?17 Cut through that noise with an audio ad. Best of all, your 30 second spot will get listened to all the way through 98% of the time.18
Digital audio gets attention
That catchiness actually lends to a sort of stickiness that can improve engagement 2X – 4X across accompanying search and social campaigns.19 Like any proper wingman, Digital Audio makes the rest of your marketing look really good
Digital audio is effective
Comprehensive Audience Targeting
Reach whoever you want, wherever they are, whatever they’re listening to, whenever in the day. So whether that’s job seekers in Reno, country music lovers in Asheville, sports fanatics during their morning commute, or 20-something-year- old singles - you get to decide who hears your ad from well over a 100 different targeting options, at no extra cost.
Statuses
Language
Device
Interests
Location
Age & Gender
Genere
Time
Location
Case Study
A recent Statista study found that automotive ad spending will reach $20.8 billion in 2023 — an almost 8% increase from the $19.3 billion spent in 2022. Of course, dealerships want to spend those ad dollars wisely.
Auto dealers have found higher performance out of their campaigns by complementing it with audio advertising.
For example, audio advertising can help increase brand recognition as users hear ads on their favorite podcasts and then later search online for deals they heard about. This subsequently improves the performance of their paid search campaigns as users search online and paid ads are front and center. Additionally, advertisers can use display retargeting for those listeners to reach them again.
Audio advertising has proven to keep advertising costs down and be an effective way at generating leads, as this case study will show.
Case Study: Formatic Digital & Allen of Monroe
Formatic Digital, an automotive digital marketing agency, and Allen of Monroe, a Chevy dealership in Monroe, Michigan, partnered with AudioGO to tap into this burgeoning audio advertising channel.
Impressive Results
Allen of Monroe was able to reach more local car buyers.
Here’s how it worked:
Formatic Digital delivered over 180,000 audio ads for Allen of Monroe. These ads were strategically delivered to a highly engaged audience actively seeking new cars in their local market. With an average frequency of 12 ads per listener, the campaign not only penetrated the community but was also effective at amplifying its message.
Moreover, Allen of Monroe was able to identify listeners who had heard the audio ads and retarget them with display ads. This strategy alone resulted in over 260 clicks to their website from those banners and drove hundreds of unique listeners who heard the ad directly to their website — all of which can be meticulously tracked.
"The combination of audio and display is powerful. Reaching the same car buyers multiple times in a month with audio ads and display ads encourages buyers to learn more online and come buy a car in person. Add in all the tracking mechanisms, and it is clear that audio is having a noticeable impact on my business,” John Allen, President, Allen of Monroe.
AudioGO's ad tracking reporting provided helpful data as the campaign progressed, including the impressions, number of listeners and clicks, and demographic breakdown. They also received a real-time view of ad spend tha
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