- Impact
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What is your feeling about talking to your fridge, listening to movies and shopping via smart speakers? Let's see what 2022 brings in digital audio marketing world. COVID is still a trendsetter - people stay home and consume more audio/video content. Higher demand ends up in propelling new technologies and marketing trends. See below some concepts that may rise up in 2022 and become a common practice soon.
1) A Perfect Data Storm
The ability to instantly answer consumers' questions and help them solve problems is becoming a key advantage for marketers who lean into audio. There's a three-legged stool that makes that possible: voice, the cloud and 5G speed.
The Internet of Things (IoT) will become even more present in our daily lives, as refrigerators alert us when we're running low on certain must-have items like milk for the kids, and cars tell us when the left rear tire is losing its tread. Marketers are likely to find ways to integrate messages into key pieces of IoT communication.
2) Voice Shopping
Say goodbye to scrolling and clicking. Consumers are rapidly embracing voice to access information, entertain themselves and shop.
So far, users are giving voice ads a thumbs up. Some 38% of users who have experienced a voice ad say they're less intrusive than TV, digital, print or social ads. And 39% report the ads to be more engaging than messages on those other platforms. That's according to survey results from Adobe.
"The ability to layer in conversational commerce via smart speakers is something we're really excited about," said Ken Lagana, Audacy's Executive Vice President of Digital Sales and Strategy.
Savvy brands are taking advantage of this. For example, Wild Turkey offers guided whiskey tastings through voice, and Hellman's Mayo shares recipes with Alexa users.
3) Long-form Audio Storytelling
We've all heard stories about the early days of radio when families would gather together and listen to radio dramas. Now, thanks to podcasting, long-form scripted audio is back and bigger than ever. As more Americans get hooked on podcasting -- there are now 176 million weekly podcast listeners, according to Edison Research -- fans are searching for fresh, engaging content. Long-form, scripted audio (also known as "podcast movies") offers an entertaining escape and immersive experience, elevating podcasting to a new level.
Audacy's Cadence13 podcast studio is leading in this emerging genre with two newly released podcast movies. Treat tells the story of an everyday American town turned upside down by social turmoil. Ghostwriter features an author who begins investigating the crime she is writing about.
Just like the TV series and movies, these feature-length dramas have high-production values, big-name casting and cutting-edge sound design. And, needless to say, there are brand-integration opportunities.
4) The Sound of Social
Audio fans are getting more social than ever, thanks to new apps that allow like-minded users to communicate without the screen fatigue or doom-scrolling associated with photo and video-based social networks. In "rooms" or "spaces," social audio users chat about common interests or listen to experts. Clubhouse was an early entrant, and big-name tech companies, such as Twitter and Facebook, have quickly jumped in, too.
So far, brands have struggled to monetize social audio, but it is still early innings. Users are drawn to these audio spaces for community and socialization. As they mature, brands should keep a close eye on this space.
5) Content Still Rules
Technology is changing rapidly, but there are some constants to count on. Audiophiles are fiercely loyal to their favorite DJs, hosts, podcasters, artists and stations. As a result, they're spending more time than ever listening to audio daily.
There are reasons for that. Amid our hectic lives, audio offers a respite from smartphones, TVs and computers. Listeners consume programming on their own terms. And the menu of radio, digital streaming and podcasts is constantly expanding.
By combining AM/FM radio with digital audio and podcasting, brands can turbocharge campaign results. The combination bundles traditional radio's reach and scale with digital audio and podcasting's targeting capabilities. When advertisers ride this "sonic wave" of audio content, Audacy says, they can increase return on investment; raise brand engagement; and increase conversion.
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Feel free to leave your opinion!
1) A Perfect Data Storm
The ability to instantly answer consumers' questions and help them solve problems is becoming a key advantage for marketers who lean into audio. There's a three-legged stool that makes that possible: voice, the cloud and 5G speed.
The Internet of Things (IoT) will become even more present in our daily lives, as refrigerators alert us when we're running low on certain must-have items like milk for the kids, and cars tell us when the left rear tire is losing its tread. Marketers are likely to find ways to integrate messages into key pieces of IoT communication.
2) Voice Shopping
Say goodbye to scrolling and clicking. Consumers are rapidly embracing voice to access information, entertain themselves and shop.
So far, users are giving voice ads a thumbs up. Some 38% of users who have experienced a voice ad say they're less intrusive than TV, digital, print or social ads. And 39% report the ads to be more engaging than messages on those other platforms. That's according to survey results from Adobe.
"The ability to layer in conversational commerce via smart speakers is something we're really excited about," said Ken Lagana, Audacy's Executive Vice President of Digital Sales and Strategy.
Savvy brands are taking advantage of this. For example, Wild Turkey offers guided whiskey tastings through voice, and Hellman's Mayo shares recipes with Alexa users.
3) Long-form Audio Storytelling
We've all heard stories about the early days of radio when families would gather together and listen to radio dramas. Now, thanks to podcasting, long-form scripted audio is back and bigger than ever. As more Americans get hooked on podcasting -- there are now 176 million weekly podcast listeners, according to Edison Research -- fans are searching for fresh, engaging content. Long-form, scripted audio (also known as "podcast movies") offers an entertaining escape and immersive experience, elevating podcasting to a new level.
Audacy's Cadence13 podcast studio is leading in this emerging genre with two newly released podcast movies. Treat tells the story of an everyday American town turned upside down by social turmoil. Ghostwriter features an author who begins investigating the crime she is writing about.
Just like the TV series and movies, these feature-length dramas have high-production values, big-name casting and cutting-edge sound design. And, needless to say, there are brand-integration opportunities.
4) The Sound of Social
Audio fans are getting more social than ever, thanks to new apps that allow like-minded users to communicate without the screen fatigue or doom-scrolling associated with photo and video-based social networks. In "rooms" or "spaces," social audio users chat about common interests or listen to experts. Clubhouse was an early entrant, and big-name tech companies, such as Twitter and Facebook, have quickly jumped in, too.
So far, brands have struggled to monetize social audio, but it is still early innings. Users are drawn to these audio spaces for community and socialization. As they mature, brands should keep a close eye on this space.
5) Content Still Rules
Technology is changing rapidly, but there are some constants to count on. Audiophiles are fiercely loyal to their favorite DJs, hosts, podcasters, artists and stations. As a result, they're spending more time than ever listening to audio daily.
There are reasons for that. Amid our hectic lives, audio offers a respite from smartphones, TVs and computers. Listeners consume programming on their own terms. And the menu of radio, digital streaming and podcasts is constantly expanding.
By combining AM/FM radio with digital audio and podcasting, brands can turbocharge campaign results. The combination bundles traditional radio's reach and scale with digital audio and podcasting's targeting capabilities. When advertisers ride this "sonic wave" of audio content, Audacy says, they can increase return on investment; raise brand engagement; and increase conversion.
Source
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Feel free to leave your opinion!
