Audio Media Consumption Habits

May 14, 2020

Advertising has always been context orientated, to produce good ads you must understand how your audience is using that media. When it comes to audio advertising, context is more important than ever. Your listeners will only pay attention if the information is relevant and intriguing. More often than not, when we hear a radio ad we tend to tune out. This is why it is important to focus on how to get people to tune back in. During the Coronavirus pandemic advertisers are offered a special opportunity. We are all listening more intently to all information sources for news, so if an advertisement is well structured and offers helpful information people are more likely to tune in and listen to it.

More people are listening to streaming services like Spotify to stay informed or to pass the time at home. Spotify is the most popular global audio streaming subscription service with 248 million monthly active users. 141 million of those users are ad supported listeners, meaning that they don’t pay for Spotify premium. With 141 million users receiving advertisements Spotify offers a large audience with customisable demographic targeting options to choose from. This offers brands the opportunity to reach a higher level of engaged audiences. Following best practice, the advertisements must be tailored to the audience and respect the present situation. Spotify knows that delivering the right message at the right moment is more important than ever.

As more people are streaming from home the advertisements should feel relevant to the listeners current situation. It is important for brands to understand where, what and why people are streaming right now.

Top categories people are tuning into right now:

·       COVID-19

·       Health and Fitness

·       Lifestyle and Health

·       Family and Kids

With the right message delivered to the right audience your ad will perform. As more people are listening, now is a great time to seize the opportunity, do it well and optimise your messaging to suit.

A common theme behind listeners’ decision to tune in has been to “relax” and to “set a certain mood. Another common theme Spotify found was family listening. This has been due to parents adopting home schooling practices and many have turned to Spotify’s streaming services to assist them. Connected listening offers a new way to feed their kids curiosity and allows them to learn new things.

The best ads reflect the current situation, as we are all adapting to social distancing the ads should feel relevant to the activity at hand. Brands are taking cues from their listeners and shift to a more relaxed version of advertising, matching the tone of the moment without disrupting the experience.

So how do I adapt my audio messaging and advertising?

The listening context has changed, and it is more important than ever to understand and respect the mood. It’s recommended that brands ask themselves the following before creating and publishing their advertisements;

How can we show up in useful, non-disruptive ways right now?

It is important to be hyper aware right now as everything is continuously changing. There is a stark difference between the messaging you would offer you customers during a normal situation vs now in Q2 2020.

Brands also need to check and double check their phrasing;

·   Carefully consider explicit references to COVID-19, and whether your brand is in a position to make them.

·   Steer clear of words or phrases that could have double meanings, like “heating up,” “sick beats,” and “going viral.”

·   Broad brand themes such as “togetherness, escapism and adventure” are best reserved for different times.

With more people tuning in, brands are offered the opportunity to speak to their audience in a novel way. Customers are looking to stay informed, grounded and entertained. If brands focus on the context behind what and why their audience is listening, and cater to that tone they will be more engaged.

So how can I use audio ads to assist my audience and meet my goals?

Spotify offers options to assist those who want to advertise on their platform. Depending on the level of investment Spotify’s streaming intelligence can identify when someone is viewing the screen or if they are listening. The ads are programmatic, which means they are appropriate for that moment. It is important to focus on the different types of ads. When creating an audio ads, make it exciting and to use storytelling to take your customers on a journey.

Due to the increase in people using audio to keep them up to date with COVID-19 a well placed audio advertisement could offer listeners a welcome change in the intensity of the conversation. It can transport them on a journey and give them a break for a few moments.

It is important to look at your brand and see what you can offer your audience during this tough time. Think about how your brand can alleviate stress, offer a moment of pause or promote wellness.

Our advice:

Discover what people are listening to, find out what they want to gain from listening (productivity, information, relaxation), cater your advertising to the situation and offer a balanced and helpful break to your listeners streams. Make your ads to blend in with the lives of your audience, be there to offer advice or continue the calm mood. Now more than ever the context of your ads are important and when executed correctly you will notice the difference.