Are audio streaming platforms part of your marketing mix? They should be || Business Post Nigeria

by MMC
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By Mark Redguard

Walk the streets of any major city in the world and take a look at everyone you pass along the way. Chances are you’ll see more people wearing headphones and earbuds, of all shapes and sizes, than not. Most of these people, whether they consume music or podcasts, will listen to it through an audio streaming platform.

In fact, Spotify’s more than 500 million users have spent more than 132 billion hours streaming audio on the platform in 2022. And that’s just Spotify. Add in other platforms, including Mdundo and Audiomack, and the numbers become truly astronomical. Africa is also not immune to the adoption of music streaming. According to Statista, music streaming revenues are expected to increase more than nine percent per year over the next four years, thanks to continued improvement in connectivity levels.

This growth in audio streaming across the continent does not only represent an opportunity for artists and streaming platforms. This is also a great opportunity for brands to market their products to their customers in new, innovative and effective ways.

Reach, high engagement and personalization

Before we look at how brands can take advantage of these opportunities, it’s worth looking at some of the benefits that marketing on audio streaming platforms offers.

One of the biggest benefits of advertising on audio streaming platforms is that it allows advertisers to reach their customers wherever they are and whatever they are doing. Unlike traditional radio, which is largely limited to homes and vehicles, people can listen to streaming audio while traveling on public transportation, working out, or even just walking around. Given the growing importance of meeting customers where they are, this provides a powerful incentive to embrace marketing through audio streaming alone.

But ads on audio streaming platforms can also be more engaging. There are fewer screen-related distractions (especially if the listener is doing something that doesn’t allow them to scroll on their device at the same time), and the audio also feeds the listener’s imagination. In fact, research watch found that “digital audio listeners have an enhanced listening experience compared to broadcast radio, resulting in more memorability, engagement and emotional intensity.”

Adding to this increased engagement is the fact that streaming audio ads can be highly personalized based on the listener’s interests. This can then be refined based on age and location, ensuring that people only hear the adverts that are most relevant to them.

Finding the right partner

It’s clear then that audio streaming platforms have a lot to offer from an advertising perspective and can be a powerful addition to any business’s marketing mix. But if you want to get the most out of adding streaming audio ads to your mix, it’s important to do it with the right partner.

Ideally, you should look to work with a partner with extensive experience in the streaming platforms most relevant to your target customers. Additionally, they should be able to help you produce the most effective marketing content tailored to these platforms.

No matter what platform you advertise on, it also means having an innate understanding of all the ad formats available. These include audio ads, but can also extend to things like video replays, sponsored sessions, and display ads. Remember that even though audio is the most important component of any streaming platform, users still need to open the app and scroll through it to access the content they want. Implemented effectively, all of these formats can be brought together to ensure your marketing message is delivered with maximum effect.

For the love of listening

Currently, audio streaming services play an extremely important role in daily media consumption all over the world, including in Africa. And as connectivity becomes more ubiquitous and affordable, this role will only grow. As such, any business that truly wants to meet its customers where they are must seize the marketing opportunities they present.

Mark Redguard is the Director of Audio and Mobile Partners at Ad Dynamo by Aleph

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