Love a good audiobook on a cold day? Dig an entertaining podcast while doing the dishes? Like to bang your head to a hard-rocking playlist during your commute?
Thanks to digital radio, all these things are possible. Podcasts, news, radio, music, and audiobooks all make up this audible awesomeness. And it’s a great advertising avenue.
One of the things we love about digital radio is how targeted it is – and doing it inside the programmatic omnichannel means top-notch data on your customers.
Digital audio is one of those rare mediums that has a very captive audience. Most listeners say that when listening to digital radio, they are invested in and engaged with the content, meaning the message they hear is really driven home. A captive audience that can’t skip ads is a dream come true for any advertiser.
Plus, there’s a niche for everything, so you can zero in on your audience, from murder to music to self-help to politics. Create a buyer persona to help you discover what audio content your audience may like, then place ads in those sweet spots to hit your audience hard.
One platform to be wary of in the digital radio sphere: Spotify. It’s undoubtedly a popular platform to access everything from music and podcasts to audiobooks and news. But Spotify doesn’t link back into the programmatic omnichannel. Because it is so ubiquitous to digital radio, it can be a good idea to run ads there – but they won’t be linked to the omnichannel. Our founder and president, Rick Van House, calls it a ‘vanity play.’ If you’re looking to run on Spotify, we recommend talking to an ad agency to determine if it’s right for your business and aligns with your strategy.
Ready to implement digital radio into your advertising strategy? Contact the experts at Know Advertising: An Agency of Excellence.