Streaming audio is a powerful alternative for ads
By Anastasia Stefanova, AVB Marketing
When it comes to streaming content, over-the-top (OTT) and connected TV (CTV) tend to be the shiny objects — the easy transition for retailers from their traditional media outlets to digital platforms like Hulu, Max and Amazon Prime Video.
But what about consumers who listen to their favorite content? To reach those customers, consider streaming audio advertising. Streaming audio serves MP3 versions of your traditional commercials to consumers listening to music, podcasts and other audio-only content on such platforms as iHeart, Spotify, Pandora, Amazon Music and SiriusXM, as well as on local digital radio stations.
Don’t Waste $$$ on Out-of-Market Consumers
Streaming audio has an incredibly wide reach, and AVB’s streaming audio services allow you to concentrate solely on the consumers who are actually in-market for the goods you sell, so you aren’t wasting valuable impressions. Want to target females of a certain age who are categorized as high-spenders, have recently visited appliance and furniture websites, tend to shop in-store and love their pets? You can do that! With endless possibilities of hyper-specific audience segments, you control who hears your message, ensuring your budgeted dollars are well spent.
Low-Cost Entry
Budgets will always vary based on your local market, but audio inventory has an incredibly affordable cost per thousand (CPM) in comparison to other tactics. In fact, many retailers can get away with spending $200 to $500 per month on full-month audio flights.
Synchronize and Amplify
CTV and digital audio are the power duo of awareness. Running the two tactics together allows you to amplify your message by cross-reaching consumers on a wide range of platforms. Ever hear that you need to hit consumers seven times with the same message before they take an action? There’s no better way to accomplish that than to have a dynamic mix of places where your message is seen and heard. This is also true of other marketing tactics where you can use audio to supplement and maximize your results, such as in-store and online.
Attribution
There’s nothing more powerful than data. AVB’s streaming audio services (and CTV) come with the crucial attribution piece: the ability to track which consumers are visiting your site as a result of your efforts, which visits are turning into sales, and more. Our services also provide:
- Full access to your own dashboard
- Monthly reporting and analysis
- Tracking pixels to track website activity
- Match back POS data analysis to track in-store sales
If you’re looking for a way to maximize your return on investment through the rest of the holidays and beyond, streaming audio is an effective way to reach your local in-market consumers. Like to get a forecast for your business? Email me at Anastasia.Stefanova@avb.net.
Anastasia Stefanova is director of marketing – CTV/SEO at AVB Marketing, the advertising, e-commerce and digital marketing arm of YSN publisher AVB BrandSource.
