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数字音频广告趋势:2021年触及听众指南

03/25/2021 - Sierra Ducey

Whether it’s Spotify, Youtube Music, Apple Music, Soundcloud, Amazon Music, 或者潘多拉——每个人都找到了自己喜欢的音乐和播客流媒体服务. Although preferences differ from consumer to consumer, 所有听音乐的选择都有一个共同点:流媒体或数字音乐显然是最受欢迎的. In the first half of 2014, about 7.9 million people in the US paid for a music streaming service. 到2020年底,这一数字约为7200万. 另外还有1.16亿人使用这些平台的广告支持版本, 证据就在布丁里:音乐和播客流媒体主导着音频行业, and it’s here to stay. 

As advertisers, you must reach listeners where they are. Traditional radio advertisements are no longer the only option, nor should they be relied on to reach active listeners. 下面我们将介绍如何理解不同的数字音频广告渠道, 将这种广告格式整合到你的剧本的好处, 以及广告商如何开始使用数字音频广告.  

What Defines Digital Audio? 

At CA88, 当我们定义数字音频包括音乐流媒体服务(如Pandora和Spotify)时, digital radio stations (Sirius XM), and podcasts. As mentioned above, consumers have their preferred listening methods, 因此,让我们更深入地研究这些渠道,以及广告商如何触及听众.  

Streaming Services

Music streaming accounts for nearly 80% of all music consumption in the United States. Today’s music fans can choose from various streaming options, each offering unique ways to select, discover and enjoy music. 当选择在流媒体服务或“流媒体广播”上做广告时,“商家可以利用传统电台提供的覆盖范围,同时结合数字广告的跟踪和受众定位能力.

Digital Radio: Satellite 

SiriusXM的流媒体广播订阅服务在最受听众欢迎的订阅服务中排名第三. At the end of 2020, they had a user base of around 34.6 million people. 为寻求通过新闻和谈话广播覆盖全国的品牌, utilize their live reads by A-list exclusive talent, customized segment sponsorships, and targeted brand spots.

Podcast Listeners

Podcast listenership has seen a 10% growth year-over-year. Apple, 他们的音乐流媒体服务中有一个单独的应用程序专门用于播客, 一直以来都是美国人最喜欢听播客的地方, with 1 in 5 people choosing Apple podcasts. However, in 2021, Spotify, 在同一个应用程序中在播客和音乐之间切换的好处是什么, will overtake Apple for the top spot, reaching more than 28 million podcast listeners. 

Whether a consumer is listening to their podcasts on Apple, Spotify, or elsewhere, advertisers can take advantage of the endorsement-focused,  lean-in, 在播客节目的开始和整个节目中采用原生广告形式. 

Why Digital Audio Advertising is Important

上述数字说明了数字音频的流行程度. Beyond the growing listenership rates this industry sees, 将数字音频广告整合到你的营销手册中有很多好处.

Reach Consumers Where They Are

传统的广播广告很大程度上依赖于在消费者开车的时候投放广告. Digital audio meets consumers where they are: at the gym, walking to work, on the run, working from home, and so many other places. Throughout the day, consumers are served ads as they look at their screen and televisions; digital audio bridges the gap when consumers aren’t looking at their devices but still listening to content with powerful audio-only ads. 

Align Your Message Contextually

As mentioned above, 数字音频广告结合了传统广播广告的影响力和数字广告的战略受众目标. 在广播电台上大声播放你的信息,希望能传达给你想要的听众的日子已经一去不复返了. 程序化音频广告可以让你通过语境等战略受众目标功能接触到你的受众, behavioral, device-type, geographical, and even genre relevance. 

Stratigic Media Spend

营销人员很快意识到数字广告的成本效益. With analytics and attribution models in play, 品牌可以确保音频广告印象能够在正确的时间用正确的信息接触到正确的受众. 

对于想要降低成本的营销人员来说,音频还有额外的好处. 虽然音频和视频对品牌有独特的好处和用例,但它们经常被比较. 如果一个广告商想要进入视频广告领域,但又知道自己没有足够的预算, audio is a great stepping stone. The cost to create and produce the ads is less than video, 但数字音频广告仍有战略上的好处. 

Great Customer Engagement Rates

Finally, 许多广告商之所以选择数字广告,是因为它们的用户参与度和收听率都很高. Audio ads are not easily skippable, 而且它们很容易消化,因为听众一次只听(或参与)一个音频广告. Midroll Media 发现60%的播客听众在听了播客音频广告后进行了购买. 受众定位能力与消费者友好型广告布局相结合,为广告商创造了一个完美的场景,给消费者留下持久的印象. 

Listen Here: Its Time to Invest in Digital Audio Advertising 

In a short sp五年多一点的时间里,流媒体服务已经成长为主导市场. 流媒体的受欢迎程度增长如此之快,以至于新专辑和新发行排行榜重新计算“专辑销售”的方式,以纳入流媒体. 随着消费者更多地转向流媒体,广告商需要跟上. 

Digital’s Digital Audio Advertising Solutions

At CA88, 我们提供跨流媒体服务的数字音频广告CA88, streaming radio, and podcasts. 当你选择将数字音频策略与整体数字广告策略相结合时, all under one digital advertising partner’s roof, 我们可以最大限度地利用我们的工具库来产生高绩效的活动.  

我们与音乐流媒体巨头的战略合作伙伴关系,让品牌可以独家进入私人市场的广告位置. 我们将这些合作伙伴与digalent的媒体专家团队进行配对,以创建战略, fully-integrated marketing strategies, to set the stage for measurable performance. 您是否有兴趣了解更多关于在2021年将CA88的数字音频CA88加入您的媒体组合的信息? Let’s talk. 

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