Podcast, Addressable Audio & Co.: The five most important audio trends

Addressable audio

As with other online channels, advertising for audio can now also be targeted to specific groups. The more data is available, for example on socio-demographics or interests, the more effectively campaigns can be played out. Advertising spots can thus be completely replaced depending on the region or specific addressees. Because no cookies can be set for audio unless the content is consumed browser-based, so-called listening IDs come into play. These enable users to be identified across all devices and addressed on a data basis. In this way, audio can even reach adblocker users who otherwise completely avoid the display of digital advertising messages in other places. Addressable audio enables advertisers to address their target groups in relevant consumption situations and thus optimize their campaign ROI.

Listener Insights

In order to target campaigns for online audio, advertisers should know exactly who listens to the streams. On the one hand, such insights help give radio and audio producers a deeper insight into their audience. This enables them to better assess with which advertising partners a collaboration would be successful. On the other hand, the data helps marketers to tailor their content more precisely and to localize suitable streams for their messages. In order to use suitable insights, it is advisable to work with data management platforms that are specifically focused on the audio sector.

Podcasts 

Thanks to the smartphone boom and streaming platforms like Soundcloud and Spotify, podcasts are becoming increasingly popular. Reach is increasing, as is the variety of topics. Almost a third of Germans now regularly listen to podcasts, as a study by Splendid Research last year showed. Podcasts are also predominantly consumed on the smartphone, in parallel with other activities such as eating, cleaning or DIY. Listeners are receptive to advertising here. One third of listeners have already found out about the products and companies discussed after listening to the podcast. Advertisers are therefore increasingly recognizing that podcasts can turn listeners into customers. In addition to classic audio spots, as pre-roll, mid-roll and post-roll ads, native integration of products and brands is also possible.

Sound identity

The importance of audio continues to grow among consumers. So, by extension, advertisers need to address it in their campaign planning. This includes considering how to create a brand image in the minds of listeners with sound alone. After all, if you want to leave a lasting impression without words or images, you need your own sound or audio identity. Who doesn't remember the Telekom jingle, for example? Without a picture, the listener associates the melody with the brand. A sound identity of one's own is not a free skate, but a must in times of smart speakers and the like.

Audio streams tailored to target groups

Audio streams are available on a wide variety of topics and music genres. Special content, such as medieval rock, can be curated for consumers in this way. Music streaming services are taking a similar approach. According to the Splendid Research study, news podcasts and entertainment and music shows are the most popular. However, there are also numerous formats for specific topics.

Audio formats and voice assistants continue to gain ground and are among the trend topics this year. Advertisers should therefore take advantage of audio and the growing opportunities it offers. Especially for the mobile generation, audio has become very important. In addition, listeners are particularly receptive to advertising.