What’s the first thing you do when you hop in the car each morning? You likely fire up Spotify, a podcast, or just turn on the regular ol’ radio.
What about when you’re at the gym or cooking dinner? Probably the same thing, right?
See what’s happening? Audio is pretty dang important in our lives.
And since it’s real important, we gotta ask, are you using audio to reach potential customers? If not, maybe you should rethink that.
You could be reaching people throughout their entire daily routine based on everything from mood, location, and the device they are using.
How Does it Work?
Well, you’ve got two really easy options when it comes to targeting customers with audio ads: Pandora and Spotify.
Pandora just bought AdsWizz to begin using sequential messaging, across multiple formats and platforms including Spotify. This basically means that, as marketers, we will be able to serve listeners with an appetizing display ad, followed up by a savory video offering, and finished off with a sweet personalized audio ad.
A great example of contextually appropriate advertising comes from Canada Dry.
They ran a campaign around the concept of “relaxing harder.” The brand targeted people listening to one of Spotify’s “chill” playlists in afternoon. That’s usually around the time when people might not be working too hard (not us, of course).
The ginger ale giant used a combo of streaming audio, display, and video ads, as well as commercial-free “sponsored sessions” to reach their audience.
Even if you’re not ready to dive headfirst into Spotify ads, don’t let this stuff just go in one ear and out the other. With Alexa and Google Home becoming more and more popular, you can just about guarantee that those technologies will launch their own ad services soon.
We’ll leave you with a quick quote from the Managing Director of Digital Strategy at Mindshare:
“Brands and marketers need to start preparing for a new world order around voice and audio engagement—you need to invest in your audio identity the way you would your visual identity.”
