Audio Advertising is one of the most talked-about media channels in recent times, and it’s not a coincidence. In this article, we will explore how audio makes advertising itself a complete and engaging experience creating a perception of the uniqueness of the brand, logo, and company. We will analyze the channel from a neuroscientific point of view, without claiming to be scientists but relying on studies.

Before delving into the neuroscience aspect, let’s examine some numbers and general aspects of Audio Ads. In the past year, global revenues from this type of advertising reached 7.6 billion dollars experiencing a remarkable growth rate of 21%. Its ability to capture users’ attention, the flexibility of content that can be used, the greater effectiveness of campaigns, and the emotional involvement it generates make this channel a must-have in the marketing strategies of brands in any sector.

Indeed, research has shown that music can not only increase the perception of a product’s value but also improve the long-term memory of the advertisement.

As Audio Ads are a part of our daily listening experience, it’s important to understand the main types of Ads this channel offers, with a focus on programmatic ones: 

• Pre-roll, Mid-roll, Post-roll: These Ads are broadcasted before, during, or after the content the user is listening to (whether it’s a radio program, a podcast, or a song from a playlist).
• Dynamic creative: These messages are personalized using real-time listener data, creating different versions of the ad based on the target audience and context.
• Audio sequencing: This involves a sequence of Ads broadcasted in real-time, based on retargeting the audience using data from recent activities (exposure to the previous ad and user behavior, such as clicks made).
• Branded Native podcast: An audio program specifically created for a Brand within the context of a priority digital broadcast.
• Branded Audio streaming: The creation of a web radio program as part of an advertising campaign.

Streaming music alone reached $30.33 billion in 2022, with a total of 776.2 million users worldwide. These numbers should not be underestimated as they highlight how Ads on this channel can help brands reach an even wider audience. And this is not the only benefit of Audio Ads, other benefits are:

• Memorability
• Message personalization
• User intimacy
• Complementary to other digital media
• Contextual
• Non-skippable
• Enhances first-party data

After this brief but necessary overview of what Audio Advertising is and why it’s essential to use it, we finally focus on HOW to do it. Having the right tools at hand is useless if not utilized to their fullest potential.

CAPTURING THE EAR, CAPTURING THE MIND, CONQUERING THE TARGET

Research has shown that 95% of purchasing decisions are influenced by processes involving the unconscious and are, therefore, irrational. It all starts in the brain, and hearing is one of the primal senses. Sound has the power to evoke emotions, concerns, and physical reactions, and, if done right, to influence the behavior of listeners and lead them to make purchases. In fact, digital audio and ads of this kind seem to generate more engagement and emotional activation compared to other media such as TV, social media, or video , which represents an excellent opportunity for brands.

However, planning and executing audio campaigns alone are not enough to engage the target audience and achieve marketing goals. The application of sound neuromarketing is the arrow that every brand must have in its quiver and can determine the success or failure of Audio Advertising activities.

Understanding what happens in the minds of the target audience is crucial to comprehend what triggers a purchase. Starting from what has been established: a study showed that 93% of the engagement generated by music content or podcasts directly transferred to the ads listened to afterward. The role of neuromarketing in Audio Advertising is precisely this: having obtained 93% of users’ attention through sound content, it is necessary to convert it into purchases. This aspect is often underestimated by brands, to the extent that it is estimated that less than 10% of them leverage sound neuromarketing techniques in their strategies. There is no competition; this is an opportunity to be exploited.

Auditory stimuli have the power to evoke moods and memories, but above all, they create strong recognizability and make ads memorable. That’s why there is a growing demand for strategies that integrate audio into advertising activities. The challenge for marketers is to understand which audio content can create an emotional connection between the audience and the brand, eliciting a positive response in consumers’ brains (it’s no coincidence that companies in the automotive sector invest time in researching the right sound of a car door closing for their ads).

The starting point for advertisers is, therefore, to find the right sound content that fully represents the brand and what it wants to communicate through its campaigns. Once the right audio is chosen, it is used in a channel that is already inherently intimate. But the choice is neither simple nor immediate. However, it is worth concentrating marketing efforts on this because a well-planned audio strategy can improve brand identity, increase ROI, and boost sales.

There is also another aspect that is often underestimated but equally important: the use and choice of a voiceover. This leverages the human need for individual-to-individual contact, and the selection of persuasive voices that present the product or service and invite the audience to make a purchase can make a difference in Audio Advertising activities. In a scenario where the rise of audio-first platforms is pushing brands more than ever to interact with consumers through voice, this becomes crucial.

The matter seems complex, but in reality, there is nothing new at stake: some companies have been using these techniques for years to promote their brand’s recognizability (if you heard the sound of a Coca-Cola bottle being opened, you would recognize it among thousands).

Recognizability, consistency with what the brand wants to communicate and with the brand itself, the choice of persuasive voices and sounds, the effective application of neuromarketing techniques, and this perfect combination reaching the right target audience: the optimal mix to achieve the perfect audio campaign.

LOOKING AHEAD: AUDIO ADVERTISING AND VOICE ASSISTANTS

With the growth in the use of voice assistants, companies are beginning to capitalize on the opportunities they offer to reach their customers directly and personalized. Voice assistants capture attention and are capable of generating purchases; the data supports this: globally, 38% of Alexa users stated that they pay more attention to ads when consuming content on a smart device, while 29% of Amazon Connected Audio Consumers made daily purchases.

Exposure to relevant ads on these devices, while users listen to streaming music or news, is a way to lead them to discover and purchase the products they need on a daily basis.

Devices like Siri, Alexa, and Google Assistant are becoming increasingly popular in consumers’ homes and are becoming more sophisticated, capable of understanding natural language. As a result, companies can create more effective, engaging, and targeted ads, reaching users at specific moments with hyper-personalized communication.

Identifying the specific demands of the target audience and providing concise, clear, and immediate responses is crucial. To be the result of users’ searches, activities cannot be casual. A study of the target audience, precise planning, and a perfectly tailored campaign to the brand’s needs are required. It is the sum of all these attentions and steps that ultimately determines the success of marketing activities.

Communication with users is evolving, requiring a precise understanding of how to interact with them to capture attention and influence purchasing decisions.

In the future of Audio Advertising, success will depend on the ability to understand and harness the potential of the human brain.

I ask you, are you able to interpret the minds of your potential and current customers?