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Digital Audio: The Cornerstone of Today's Omni-Channel Media Mix

Where We
Consume Media Is Changing

Today, audio is the number one form of mobile media consumption, having surpassed social networking!  This definition of audio includes digital radio, music, talk, live sports and podcast streamed through various mobile devices as clear examples of the growth. More recently, it has expanded into the world of voice-activated devices. These include Apple Siri, Microsoft Cortana and Google Assistant.

Digital Audio
Is Clearly Growing

Because of its simplicity and usability, digital audio has seen huge growth in recent years. With today’s scale, advertisers can share their message with millions of consumers as they go about their daily lives. People can easily consume quality content while remaining mobile, with most listening via headphones.

Music Consumption
Is Increasing Overall

New technologies have made music ubiquitous with easy access, on-demand access to favorite songs or genres. Total music hours have increased significantly, especially from streaming music users. Streaming users listen to 10% more music and have 40% more devices than the average music listener

Voice Assistants Are
Now Becoming The Norm

We are becoming an audio enabled society with the rise of voice activated devices in more than 40% of homes. By 2020, nearly 50% of searches will be done by search assistants and only Audiology offers you the opportunity to be prepared! 

Background

Why Include Digital Audio in Your Media Plans

Digital audio is experiencing a renaissance and advertisers can benefit!  Utilize digital audio to raise awareness, increase brand affinity and boost sales. It’s a booming industry that is bound to get bigger. If you need more convincing to use digital audio, here are some impressive reasons.

Digital audio is available everywhere

More and more people are spending time listening to digital audio. Because of its extreme popularity, it gives you the ability to reach people and share your unique message in mere moments. It’s even possible to segment audiences and buy audio programmatically, just as you can with display.

Digital audio is the future of our relationship with the Internet.

When it comes to mobile attention, audio is a dominant player. Many of us listen to radio and on-demand music, which makes digital audio advertising the perfect way to reach tech-savvy users of current and future generations. With research suggesting that voice-activated devices are set to grow by 50% in the coming years, now is the time to get your strategy in place!

Digital audio suits people’s daily lives effortlessly.

Quite simply, digital audio complements different activities. Lots of people listen to digital audio while shopping online, browsing the web, exercising, or commuting. Because of this unique characteristic, digital audio has the capacity to deliver emotional and personal messaging at life’s special moments.

Digital audio is safe for everyone.

Online advertising continues to be examined closely because of claims for compromising brand safety. Digital audio, on the other hand, does not seem to face the same issues. It gives advertisers peace of mind with virtually no ad blocking and fraud.

Digital audio is driven by data.

When combined with audience data, digital audio can be highly targeted. This is extremely important, as it makes sure that you’re reaching your target market at the right time. In this way, your advertising becomes more relevant and effective.

Digital audio delivers real results.

At the end of the day, you want to see substantial results. Your ads should ultimately drive brand consideration and increase consumer intent. These are exactly what digital audio delivers.

Studies have shown that digital audio increases a consumer’s personal intent toward a brand. This  shows that sound continues to play a vital role in our lives. Those who embrace the digital audio opportunity can look forward to reaping rewards.

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