Post by bitheeranidas00742 on Nov 9, 2024 11:21:49 GMT 5.5
If you think that audio content is something new, you are wrong. Think about the messages people left on answering machines, CDs, cassettes, records and radio – all of these are audio formats. As they say, everything new is well forgotten old. Therefore, in essence, the audio recordings that are now appearing in the digital space are modified formats of outdated types of audio content.
The active development of audio marketing is associated with three factors:
It is cheaper and easier to work with this format. Think about it, to create a quality video, you need to hire a professional cameraman and editor, as well as a scriptwriter. In the case of text, you will need a copywriter. And to record a voice message, you can do with only high-quality equipment.
Users find it more convenient to consume audio than video or text. You can listen to audio content on the way to work, during lunch, and while driving. The advantage is that it does not require much concentration.
New types of content allow you to achieve greater reach. As wordpress web design agency we said above, everything new attracts users and creates a wow effect. People like to associate themselves with progressive companies that keep up with the times and offer relevant products. Therefore, audio content is a great way to attract new customers.
Now, some statistics. We will look at data provided by eMarketer. According to research, in 2020, more than 70% of US adults listened to digital audio content at least once a month. Of these, 91.7% played audio on mobile devices. According to official data, digital audio accounted for 11% of total daily media consumption time.
It is important to understand who listens to audio content. Most often, it is Generation Z, but millennials and Generation X are not far behind. In addition, even older people are among active listeners.
With average listening time predicted to increase to 1 hour 37 minutes per day by 2022, major brands are increasingly investing in audio marketing.
6 MAIN FORMATS
Audio content comes in different forms. In this section, we will tell you in detail about the formats that are currently popular. You will learn about their features, pros and cons. This will help you choose the type of audio recording that will suit your business.
Audio advertising
Users who use audio services for free are forced to listen to advertising that is embedded in the recording. This is audio advertising. The advantage of this format is that a person cannot skip or somehow scroll through the ad. In fact, this is the easiest way to use audio content. It is suitable for:
attracting attention to a discount, sale or promotion;
holding a competition or drawing;
presentation of a product or service;
announcement of the event.
These are just the main goals that can be achieved with audio advertising. In fact, the scope of use is not limited. You can even use this format to attract new subscribers to social networks. It is important to clearly pronounce the company name so that people can easily find it.
Where to buy audio advertising? Yandex is a popular service on the Russian market, which inserts advertising in the Yandex.Music and Yandex.Radio applications. You can also contact Digital Audio Agency, which sells advertising on social networks. Alternatively, you can consider specialized agencies.
According to research conducted by Mediascope, 72% of users pay attention to audio advertising. At the same time, it does not cause any negative emotions, since in return people get access to free content. But we do not recommend abusing this attitude. Make advertising no longer than 15 seconds. During this time, try to arouse the interest of listeners and convey to them the USP. Remember that there is a law "On Advertising" that regulates audio content.
The only downside to this format is the ability to skip ads for a paid subscription. Many people prefer to pay to enjoy the tracks without any ads.