In the early days of radio advertising, a 30-second spot was a serious status symbol. The production required the hiring of a creative agency and the use of expensive equipment, which meant that this type of ad was usually reserved for big brands with deep pockets.
But today there is an alternative that offers the benefits of radio advertising without all the complexity and expense. Self-serve digital audio ads on Spotify give brands of all sizes access to everything they need to create an effective campaign, from professional recording and mixing equipment to background music and voice over actors. Now, audio advertising isn’t just a big brand’s game – even small businesses on a budget can run audio campaigns in a bunch of appealing formats.
Here are four ways digital audio ads — and Spotify’s self-service ad manager, Spotify Ad Studio — can help your brand create a killer campaign from scratch.
1. Use podcast ads to reach engaged listeners
Does it seem like everyone from your neighbor to your chatty colleague has a podcast these days? You don’t imagine anything. As a medium, podcasts are growing rapidly. Last year, more than 117 million Americans listened to podcasts at least once a month.1
So why the popularity? On the one hand, podcasts feel like an intimate form of media in a world of detached screen-based experiences. For some people, engaging with a podcast feels like a conversation – like a personal relationship between listener and host.
Since podcast ads are seamlessly integrated into podcast content, brands can also benefit from this sense of proximity. Not to mention, Spotify’s podcast ad network is expansive, with millions of monthly active listeners.
Plus, the right context fuels great ad experiences for listeners. You can make your audio ads even more memorable by designing them to enhance rather than interrupt the moment. According to our research, 59% of Spotify Free users pay more attention to Spotify ads than radio ads,2 and 51% say they pay more attention to ads on Spotify, partly because they are more relevant and personalized.3