Select Page

Audio Streaming Channels and Advertising Trends

As technologies continue to evolve, audio recordings are upgrading exponentially to adjust to the advances. The number of listeners in the audio streaming world is increasing abundantly, making audio advertising a lucrative venture. In fact, the audio advertising space is projected to grow by more than 8 percent in 2022.

More and more customized live audio streams are available for audiences across the globe, thanks to fast internet technologies. Listeners can even access their favorite audio content across all their internet-connected devices.

If you are running a brand that is looking to connect with a wider audience, audio advertising is the way to go. You can insert ads programmatically during or before the audio streams. Consider these audio streaming trends and strategies to get the most out of your audio ads:

Audio AdTech is Evolving

With the increasing demands for audio content, audio advertising technologies are on the rise. More of them are currently evolving to learn about listeners’ behavior and content preferences.

Thanks to the advances in advertising tech, brands can now access better data on both their existing and potential customers. Your company can also leverage behavioral marketing features brought by these technologies to reach audiences based on their user profiles, interests, and hobbies. Audio ad tech allows your business to customize adverts to ensure they reach people who need to hear them the most.


A Surge in Smart Speakers

Smart speakers are becoming a common appliance in the average American household, making them a key component in audio streaming. More people are tuning into their favorite audio channels through smart speakers. It’s thus important to optimize the quality of your audio ads to ensure they can be played and heard on smart speakers.

Listeners’ appetite for news, music, and podcasts is now shifting away from gyms, offices, and cars to living rooms, bedrooms, and kitchens. The adoption of smart speakers creates new markets that a savvy audio advertiser needs to capitalize on fully.


Booming Podcast Market

With streaming services like Spotify paying 6 figures to podcasters, podcasts are gradually becoming a staple in the entertainment industry. The number of podcast listeners rose exponentially thanks to lockdown and stay-at-home measures brought by the pandemic.

Podcast networks give advertisers a chance to buy ads on some of the premium and most popular podcasts. The growth and popularity of podcast streams are good for ad spending in audio streaming.


Programmatic Audio Advertising

Audio advertisers are borrowing from display advertising by using programmatic technology to automate ads. More audio ads are automated to increase efficiency in content creation efforts. Automation makes it easier to dispense ads across different audio content with the listeners’ preferences in mind.

Automated ads have a higher targeting capability, allowing businesses to target different types of ads to specific audiences. Your brand can use data points like past shopping habits, interests, location, and demographics to make the audio ads more audience-specific. Automation also makes it easier to add a call to action, soundtrack, or voiceover in real-time based on the data you have about the listener to improve ad experiences.


Behavioral Changes Driving Ad Spending

The advertising industry was hit hard by the pandemic, causing a decline in revenue and a more cautious approach to ad spending. Despite the decrease in global ad spending, there has been a surge in content consumption. Audio streaming platforms offering up-to-date news and music have had the highest number of listeners.

More listeners are turning to audio streaming channels for content that seeks to comfort them and enrich their lives. These behavioral changes greatly impact content consumption, giving advertisers something to focus on.


Everyone is Listening

While young adults seem to be the biggest consumers of audio content, there’s been a great shift in listenership across different age groups. It now won’t be cost-effective for advertisers to assume that a specific type of content is streamed most by a specific age group. Music has been one of the forms of audio streaming with the highest number of listeners with the advances in music streaming.

Audio ads will be a convenient medium for audio advertisers looking to target listeners across a broader age group (say 21 to 55). These ads will work well when paired with audio streaming forms like podcasts and news.


Final Thoughts

Your brand can reach more people at times and locations where visual advertising fails once you advertise your message around audio content. Audio ads are proven to create a lasting emotional bond with the target listeners, making them irresistible. When programmed properly, they can draw different audiences in and compel them to take a specific action.


Pair your audio ads with audio programming that forms a literal foundation in listeners’ ears and creates an appealing sense of intimacy with them. That’s because consumers use different forms of audio content to find out more about topics or entertain themselves. Put these strategies in use for favorable returns on investment.