Audio Advertising 101: Audio Ads, from Music to Podcasts

There’s no denying it: We’re experiencing an audio revolution. Have you noticed how many people won’t leave the house without headphones? Whether it’s a personal playlist, podcast, or meditation, audio is a constant companion, helping listeners to get into the groove of their day.

And thanks to the rising popularity of audio advertising, brands have more potential than ever to reach audiences beyond the typical visual ad format. By utilizing the power of streaming, podcasts, and radio, advertisers can connect with and target their audience in new and exciting ways.

What Is Audio Advertising?

Audio advertising is exactly what it sounds like—the insertion of ads into audio channels like terrestrial radio, satellite radio, streaming platforms, and podcasts.

In years past, traditional AM/FM radio was the most popular choice for this type of marketing. After all, it’s been around for over 100 years, starting from humble beginnings with tube radios before graduating to car stereos and portable handsets. It’s been a medium for storytelling, the evolution of music genres, and spreading information and news.

But today, we live in a digital world, and with technological advancements come even greater options for advertisers to connect with their target audience. Digital audio, or audio that can be consumed through an online connection, offers greater share of voice (SOV), more precise targeting, and a broader range of ad types.

Why Is Audio Advertising Effective?

Audio can reach consumers wherever they are, whether that’s in the car, on their phones, as they work out, study, or cook. There are multiple listening opportunities throughout the day that provide advertisers with the chance to reach their audience in ways and at times that visual ads cannot (like when screens are inconvenient or unavailable). 

And, as we mentioned above, traditional radio ads are still limited to commercial radio stations, competing for prime listening times and with limited tracking capabilities. Digital audio comes in to position audio advertising as a premier campaign choice. With more accessible listening devices than a car radio, there are more opportunities to reach audiences. 

Through activity and mood targeting, your brand can reach audiences who are more likely to hear your ad and are more aligned with your messaging. Plus, as more consumers experience screen fatigue, audio is a breath of fresh air, so ads can effectively impact listeners.

What Are the Advantages of Streaming Audio Advertising?

Digital audio allows for more personalization than radio, making for a more favorable listener experience. From customized playlists to curated recommendations provided by the streaming platform, they have access to a more thoughtful and individualized environment. Which means, they’ll be in a more positive and primed headspace when presented with your brand’s message.

There’s also the advantage of accessibility, anytime, anywhere. It doesn’t matter if they’re on the road, studying, working, or vegging out—they can listen and stream audio at any moment. So, advertisers can reach consumers at pivotal moments that match their brand. For example, pairing your food delivery service with a cooking playlist, or your workout app with a hype gym playlist are successful targeting moments. The possibilities are endless to match relevant ads with your target customers.

Audio ads can be more conversational as well, so you can personalize the content and better match it to your intended audience. The ad content should fit seamlessly into the consumer’s life and activity, and music advertising is primed to do just that.

What Are the Advantages of Audio Advertising on Podcasts?

Podcasts allow listeners to indulge in creative storytelling without having to watch a screen. They can provide an intimate listening experience, and audiences are engaged and tuning in at high rates—over 100 million people in the US listen to a podcast once a week.

Advertisers have the potential to reach their audience during their favorite daily podcast shows. Brands can choose specific genres that are likely to align with their target audience’s interests and choices.

Plus, advertisers can leverage the relationship between a podcast host and their audience to position their brand in a positive light. With host-read ads, the podcast creator can talk up your brand, which can create a halo effect for your company, generating brand loyalty and influencing audiences to become part of the special connection.

Advertisers can also invest in announcer reads to tap into an authentic tone of voice and personality to connect with audiences. Or, brands can try custom sponsorships at a show or network level to become part of the total podcast experience.

With podcast advertising, brands won’t need to compete for a primetime slot, but instead can play ads at dedicated intervals. Your audience will hear your ad no matter what time they decide to tune in, so it’s flexible and multifaceted.

Get in on the Audio Advertising Game with SiriusXM Media

Thanks to smart speakers, wireless headphones, and smartphones, audio is everywhere. Brands have ample opportunities to reach engaged listeners at pivotal moments throughout their day. These contextually relevant moments will generate better brand recall and prompt consumers to take action. 

As the number one ad-supported audio ecosystem, we’ll take your brand further than ever before. Between the SiriusXM Podcast Network and the SiriusXM Streaming Network, you’ve got countless advertising opportunities to connect with and convert consumers. 

Curious about how you can place your first digital audio ad? Let’s talk.