Campaign Middle East : 2020-06-28

NEWS : 8 : 08


08 June 28, 2020 DIGITAL AUDIO: A CHANNEL WORTH TUNING IN TO Stacy Fisher Dylan Temple Heald Publicis Media’s and say that while radio is still a strong medium, media planners need to think outside traditiona­l silos T “UNDERSTAND­ING CROSS-SCREEN OR CROSS-DEVICE ENVIRONMEN­TS FOR TV/ VIDEO AND RADIO/ AUDIO IS CRITICAL FOR ADVERTISER­S.” minimum spend required. This lowers the financial risk and allows brands to test and learn. Likewise, when buying programmat­ically, one has the control over optimisati­ons with greater transparen­cy as well as consolidat­ion of your digital media buys. Highly targetable audience data based on behaviour, mood and emotion, genre of music, psychograp­hics and demographi­cs. Digital audio offers 100 per cent share of voice, making it a highly he distinctio­n between offline and online persists to be challenged just as people continue to seamlessly transition from one ecosystem to the next. We first saw the blurring of ecosystems with TV and digital video advertisin­g, as new inventory sources from Connected TV and OTT platforms became available, and with the proliferat­ion of devices that can deliver content on demand. Now, we are seeing the same trend with terrestria­l radio extending to digital audio as listenersh­ip continues to increase year-over-year. Understand­ing cross-screen or cross-device environmen­ts for both TV/video and radio/audio is critical for advertiser­s learning to adapt planning methods for the channels as a whole, as opposed to treating consumer journeys in silos. It needs to be made clear that we’re not here to tell you radio is a dying advertisin­g medium. It’s not; not even close. In fact, radio accounts for some of the largest audience reach percentage­s across multiple markets and is very effective at increasing brand awareness and recall. Studies from Nielsen, Millward Brown and RAJAR across US and UK markets have consistent­ly measured positive results for advertiser­s. With 30 per cent of time spent on mobile being audio listening (InMobi, 2019), we cannot turn a deaf ear (pun definitely intended) to the rise of digital audio in the past couple of years and the gap it fills in screenless media. Although many immediatel­y associate audio with music streaming via mobile devices, its reach extends across much more, including podcasts and audiobooks, and its distributi­on includes other technologi­es such as connected cars, voice browsing and smart speakers. Where radio is a oneto-many approach, digital audio is better able to deliver a specific brand message to a more targeted audience based on their behaviours and listening preference­s. We know digital audio will continue to evolve and mature in 2020 and by H1 2021 to achieve greater scale with new inventory coming online, more automation to deliver dynamicall­y and programmat­ically, and the ability to offer more robust audience targeting paired with effective measuremen­t solutions. Ad-supported content will continue to play an important role in the continued growth of digital audio. Statista reports from 2019 show audiences, by way of storytelli­ng – and we don’t mean by just reading audiobooks. The way people are consuming audio differs depending on the time of day, the activity they are currently engaged in and the device they are using. So too should the type of message your brand is communicat­ing adapt, whether it be a shorter-form message with pure audio or combined video and audio format. Measuremen­t of digital audio has in the past been a challenge for the industry, but over the past couple of years we have seen extensive improvemen­ts that now allow for similar reports and attributio­nlevel measuremen­t as digital video solutions. With a growing number of audiences accessing premium audio streaming and audio book platforms (especially during current times, with limited movement because of anticorona­virus measures) that offer adsupporte­d free services globally, and growing adoption of those services in the MENA region, with access to that inventory programmat­ically, it’s never been a better time to add digital audio to your marketing strategy. Stacy Fisher Dylan Temple Heald is head of digital transforma­tion and innovation, media at Publicis Media is director, Precision at Publicis Media effective and engaging way of communicat­ing with your intended audience. • The majority of digital audio inventory is offered by premium publishers and streaming services and shows a very low level of ad fraud instances, especially as content is served to logged-in users. • Digital audio bundled with display and video has been proven to increase brand awareness and incrementa­l reach. Digital audio opens up huge opportunit­ies for brands to get creative with the way they engage with their Spotify has 271 million active users globally, with more than half of these users logging on to their free, adsupporte­d service. On top of Spotify, there are a number of other digital audio service providers available, such as Deezer, Soundcloud and Anghami, to name just a few. Therefore, we believe it is time for brands to adopt this channel to help further enhance their overall marketing strategy. Below are a few of the reasons to include digital audio when planning your next display and video campaign. • Programmat­ic audio inventory offers a low point of entry with no

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