{"id":225843,"date":"2023-09-27T11:44:32","date_gmt":"2023-09-27T11:44:32","guid":{"rendered":"https:\/\/smithfieldagency.com\/?p=225843"},"modified":"2023-09-28T10:43:44","modified_gmt":"2023-09-28T10:43:44","slug":"from-jingles-to-podcasts-how-audio-advertising-has-evolved","status":"publish","type":"post","link":"https:\/\/smithfieldagency.com\/insights\/from-jingles-to-podcasts-how-audio-advertising-has-evolved\/","title":{"rendered":"From jingles to podcasts: How audio advertising has evolved"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

The history of audio advertising can be traced back to the early days of radio. In the 1920s, companies realised the potential of reaching a wide audience through radio broadcasts. These pioneering advertisements were simple, often read by radio hosts, and aimed at promoting products and services to a growing listener base.
 
AT&T’s WEAF New York aired the first radio advertisement for Jackson Heights, a development of apartments in Queens. With the BBC dominating the early days of radio in the UK, it wasn\u2019t until 1973 that the first ad for Birdseye frozen food aired on commercial radio here.
 
Over the past twenty years, audio advertising has undergone a remarkable transformation. From the invention of the iPod, to smartphones and streaming services like Spotify, audio advertising has evolved in many ways!<\/p>\n\n\n\n

So, how has the humble radio ad been transformed for the 21st century and what benefits do the new wave of platforms offer advertisers?<\/p>\n\n\n\n

Rise of podcast advertising<\/strong>
 
The first UK podcasts started to appear on iTunes in 2004 with advertisers soon realising they could become a powerful platform to reach niche, hard to reach audiences.
 
Brands started to collaborate with podcast hosts to create personalised, engaging ads that resonated with listeners. Some of the most creative podcasters like Adam Buxton<\/a>, even now produce their own songs for brands which hark back to the heyday of the radio jingle!  
 
Streaming services<\/strong>
 
With the rise of streaming music services like Spotify<\/a> and Apple Music<\/a>, audio advertising has found a new home. Advertisers have the opportunity to reach millions of users through short, targeted audio ads. These platforms have also introduced interactive elements, allowing users to engage with ads directly on screen.
 
Programmatic audio advertising
<\/strong> 
The advent of programmatic advertising<\/a> has allowed the precise targeting of audio ads. Advertisers can tailor their messages based on user behaviour, preferences, and demographics. This level of personalisation increases the effectiveness of audio advertising campaigns.
 
Voice-activated devices like Amazon Echo and Google Home have brought audio advertising into people’s homes in an unprecedented way. Brands can now create voice-activated ads<\/a> that users interact with, providing a new level of engagement and convenience.
 
So, how has programmatic advertising influenced the effectiveness of audio ads? Let’s explore the key areas where this impact is most pronounced:
 <\/p>\n\n\n\n

    \n
  1. Precise audience targeting<\/strong>
    Programmatic advertising allows advertisers to target their audio ads with pinpoint accuracy. By analysing user data, such as location, interests, and behaviour, ads can be delivered to individuals who are more likely to be interested in the product or service being advertised.
     <\/li>\n\n\n\n
  2. Real-time optimisation<\/strong>
    One of the most significant advantages of programmatic advertising is its ability to optimise ad delivery in real time. If an ad is not performing well, it can be adjusted or replaced instantly, ensuring that the advertiser’s budget is spent effectively.
     <\/li>\n\n\n\n
  3. Enhanced measurement and analytics<\/strong>
    Programmatic advertising provides detailed insights into ad performance. Advertisers can track metrics like click-through rates, conversions, and engagement, allowing them to fine-tune their audio ads for better results.
     <\/li>\n\n\n\n
  4. Personalised campaign messaging<\/strong>
    Personalisation is key in modern advertising. Programmatic advertising enables the customisation of audio ad content based on individual preferences, making the ads more appealing and relevant to the listener.<\/li>\n<\/ol>\n\n\n\n

    The future of audio advertising
    <\/strong> 
    As programmatic advertising continues to evolve, the future of audio advertising looks bright, with increased consumption of audio content on smartphones and smart speakers. To explore innovative new formats and strategies to captivate your target audience,     contact us today<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"

    The history of audio advertising can be traced back to the early days of radio, but how has the humble radio ad been transformed for the 21st century?<\/p>\n","protected":false},"author":14,"featured_media":225844,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"\n

    \"\"<\/figure>\n\n\n\n

    Humans are constantly evolving and adapting to their environment. If you want to observe this in action today, just look at your mum or dad (or grandparent depending on your age) pressing a doorbell, they likely do it with their index finger, whilst Millennials and Gen Zer\u2019s press a doorbell with their thumb. This change can be attributed to mobile phone usage (and gaming to some extent too). Mobile phone usage is so ubiquitous it\u2019s even changing how we evolve \u2013 something Darwin probably didn\u2019t even conceive of when observing tortoises!<\/strong>
     
    By 2025, it\u2019s predicted that     95% of the UK<\/a> (or around 65 million people) will own a smartphone. Mobile already accounts for nearly 60% of online adspend (IAB<\/a>, 2023) and stands apart from other forms of online advertising due to its unique characteristics and user behaviour.
     
    Since the advent of mobile devices, it\u2019s been clear that mobile advertising requires a distinct approach to fully harness its potential and connect with users effectively. Here\u2019s 7 ways to ensure that your mobile campaigns achieve the best possible results\u2026
     
    1. On-the-go audience
    <\/strong>Unlike traditional desktop users, mobile users are often on the move. They access content while commuting, waiting, or during leisure moments. This behaviour creates a need for concise and impactful advertising that captures attention swiftly.
     
    2. Interactivity
    <\/strong>Mobile devices offer touchpoints that desktops cannot replicate. Interactivity through gestures, taps, and swipes enhances user engagement. Advertisers can tap into formats that create immersive experiences in ad units and on social media networks like Snapchat.     Story formats<\/a> on Instagram and Facebook require the user to interact with the ad.
     
    3. Embrace social media platforms
    <\/strong>Social media and mobile devices are tightly intertwined. Establish a strong presence on platforms frequented by your target audience to ensure strong organic reach. Boost content campaigns with     paid media spend<\/a> to increase reach.
     
    4. Location-based targeting
    <\/strong>One of the standout features of mobile devices is GPS capability. Advertisers can leverage this to deliver location-specific content, such as offers available at nearby stores. Location-based targeting ensures relevance and increases the likelihood of conversion. It also reduces wastage.
     
    5. Optimising the mobile experience
    <\/strong>Mobile users demand speed and convenience. Ensure that your website and landing pages are optimised for mobile devices. Quick loading times and easy navigation are imperative for retaining user interest. One second too long and you could lose the user.
     
    6. Utilise video content
    <\/strong>Video content has gained significant traction in mobile advertising thanks to TikTok. Short, engaging videos can convey your message effectively and leave a lasting impression. According to     internal TikTok data<\/a>, the perfect length of video is between 21-34 seconds.
     
    7. Personalisation is key
    <\/strong>Mobile devices offer stacks of personalisation opportunities based on user data. Use this to your advantage by delivering customised content, recommendations and offers that align with user preferences.
     
    Mobile advertising has emerged as a powerful and unique way to connect with audiences on the move. Its distinct characteristics, coupled with user behaviours, demand strategies that captivate and engage. By comprehending the nuances of mobile advertising and implementing targeted approaches, you can unlock the potential for successful campaigns that leave a lasting impact. To learn more about mobile best practice,     contact our specialist team<\/a> today.
     <\/p>\n\n\n\n

    <\/p>\n","_et_gb_content_width":"","wds_primary_category":1,"footnotes":""},"categories":[1],"tags":[54,52,53,55],"class_list":["post-225843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-advertising","tag-audio","tag-audio-ads","tag-podcasts"],"_links":{"self":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/posts\/225843","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/comments?post=225843"}],"version-history":[{"count":0,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/posts\/225843\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/media\/225844"}],"wp:attachment":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/media?parent=225843"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/categories?post=225843"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/tags?post=225843"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}