Beyond The Screen

Are you in the ears of your audience too?

When you hear the phrase digital advertising, what comes to mind?

Facebook ads? Google search results? Website pop-ups?

For many consumers, these formats have become easy to ignore. Years of constant exposure to on-screen advertising have trained people to tune it out. Scrolling past sponsored posts, skipping ads, or instinctively clicking the ‘X’ on a pop-up has become second nature for internet users, making banner blindness a very real phenomenon.

Photo by shche_ team on Unsplash

But what about digital audio advertising?

Unlike display advertising, digital audio reaches audiences in a different way. Whether it’s live radio, music streaming services, podcasts, or even mobile gaming, audio advertising has become a natural part of the listening experience.

Thanks to decades of commercial radio, listeners are already accustomed to hearing audio advertising between content. When combined with well-crafted creative that feels relevant and engaging (see HERE), audio ads can actually complement rather than disrupt the experience.

The nature of audio consumption also works in the advertiser’s favour.

Many people listen while they’re doing something else – driving, exercising, working, cooking, or commuting – and because listeners are often multitasking, they’re far less likely to actively avoid an audio ad.

On top of this, audiences for digital audio continue to grow.

According to the latest RAJAR figures, 77% of the UK population now listens to live radio each week via a digital device. Podcast audiences are on the rise too, with more than 15 million people in the UK now listening regularly. Meanwhile, music streaming continues to reach record levels, with over 34 million UK users on Spotify alone.

So, when you’re planning your next digital advertising campaign, it may be time to think about going beyond the screen and into the ears of your customers too.

If you’d like to learn more about how digital audio advertising can help your brand connect with the right audience, we’d love to talk.

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