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Digital Marketing

Where Streaming Audio Plays a Role in Your Marketing Strategy

Posted by Justin Smorawske on Aug 24, 2018 1:48:58 PM

EpicosityBlog_August2018-StreamingAudio

With so many platforms through which to push your business's marketing messages, it can be easy to miss out on some rare opportunities. And while your media strategy might include ample room for television and radio broadcast messages, you may have overlooked the power of streaming audio, an industry expected to reach nearly $7 billion in ad revenue by 2030.

So how can you take advantage of streaming audio platforms for marketing?

Multi-Format Experiences

While not all streamers are built equally, many will employ the use of multiple styles of marketing deliverables. Take Spotify, for example—you can make use of its platform to serve audio ads, in addition to video content and display ads. This can be done in concert with one another or in one-off impressions. (Many of the other major streamers, such as Pandora, offer similar formatting.) When planning a streaming audio strategy, just be aware of the types of content—beyond simply audio—you'll be able to produce to support it.

Self-Aware Creative

You can't get much more disruptive than advertising in streaming platforms. Non-premium users will be served ads once they've listened to a certain amount of audio content, and they more than likely will be frustrated to have their experiences interrupted. That's why your marketing content needs to be captivating, useful and, above all, entertaining. One of the easiest ways to capture the attention of someone likely to tune out your messaging on a streaming audio platform is to make your ad content self-aware of the platform on which it's playing. For radio streamers like Spotify or Pandora, call out music in some way—or even poke fun at your own nuisance factor. Get creative.

Endearing Sponsorships

One way to cut back on this inherent nuisance factor is to offer something of value through your advertising. Take Spotify for an example yet again—it offers advertisers the opportunity to "sponsor" a session of ad-free listening by serving a piece of ad content that is immediately followed by 30 minutes of no-strings-attached listening for non-premium users. It's a sly way to endear yourself to the end user and perhaps capture more attention for your message out of gratitude.

Localization

As audio streamers become more and more popular among advertisers and brands, the platforms on which they serve marketing content become more complex. Much like you've come to expect from Facebook advertising, online radio providers are allowing more and more audience demographic targeting. This includes targeting based on musical interests, as well as location-based spends. Use this to your advantage with your region-specific advertising. Localized ads on these platforms are much more likely to grab audible attention than a blanket national message heard ad nauseam.

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