Optimize audio ads impact: Report advises avoiding disruption

Optimize audio ads impact

Audio ads can be effective – provided they don’t disturb listeners: According to a report

Most US consumers who listen to digital audio have interacted with ads before; however, too often, brands don’t take care in selecting appropriate formats, and they end up disconcerting customers by sending advertisements that disrupt.

Last year, Lee Brown, Spotify’s Vice President and Global Head of advertising, stated that most listeners did not skip podcast ads according to company data, indicating they may not be bothered by promos from Athletic Greens and BetterHelp.

Integral Ad Science recently conducted research among over 1,000 US listeners that suggested they were willing to accept audio ads as background noise while listening to music or podcasts, with 84% willing or at least accepting ads as background noise in some instances.

Over half of the respondents who participated in our study reported engaging with digital audio ads within the last year–some even making purchases as a result–while many noted their aversion to disruptive or irrelevant ads as another drawback.

According to a report, US digital audio spending is expected to exceed $7.5 billion in 2019, an impressive 10.5% year-on-year increase, giving brands that invest in this space something tangible in return. No need to shout into the void:

Over three-quarters (81%) of US internet users listened to digital audio within the last year, notably on Spotify and YouTube.

Audience members who listen to audio ads reported 63% engaging with them within the last year; 28% visited stores or websites, and 20% made purchases due to audio advertisements. Host-read podcast ads proved more successful at driving purchases than pre-recorded audio-only advertisements – although only by a little.

“Each marketer should consider what form best conveys their message,” according to Jeremy Kanterman, Vice President of Research and Insights for Integral Ad Science. While hosts can do that well sometimes,pre-roll ads may sometimes be necessary. Having multiple strategies available gives advertisers more options – not every approach will fit every brand perfectly.”

Tread carefully: Almost half (44%) of listeners said they’re open to hearing audio ads as long as they’re not disruptive. Over half (58%) said it’s essential for advertisements they hear to be related to what they’re listening to.

About one in four (28%) respondents indicated they are more likely to favour brands that place advertisements near relevant content. In comparison, 28% agreed it is the brand’s responsibility if its ads don’t appear near suitable material, while one-quarter (24%) stated they’d avoid purchasing from brands advertising near inappropriate audio content.

“Consumers want a seamless listening experience and generally accept ads as long as it doesn’t interfere with enjoying what they’re listening to,” Kanterman stated.

Risky Business: While podcast brand safety has often been discussed, Integral Ad Science found that unsuitable music content could have been better for brands.

Content that mentions violence, sexual themes, drug use or criminality can be seen as high-risk by marketers; listeners who were surveyed generally found such content less acceptable in music than in podcasts.

While 55% of respondents indicated that brand advertising involving violence in music is inappropriate, only one-third (32%) felt similarly when discussing podcasts.

Older listeners were likelier to perceive “risky content” in music as not brand-safe and less likely to engage with digital audio ads.

Also Read:- Sonic Branding Rising Significance: Making Your Voice Heard

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