Audacy on Audio Targeting: “Understanding Audio [Consumption] and The Consumer Mindset”

audio targeting and consumption — Understanding audio consumption: “Weave brands into daily moments in authentic ways and become part of listeners’ experiences. A single audio tactic may not do the trick. An integrated audio strategy is the best approach that will deliver on audience targeting and campaign goals.”

An understanding of audio consumption is important when considering how to market your brand.

The latest report in Audacy’s Insights series, “How Listeners Tune Into Audio,” delves into the distinctions between over-the-air radio, streaming audio, and podcasts in terms of how they are utilized by listeners and which commands the highest level of attention.

Idil Cakim, Audacy’s Senior VP of Research and Insights, observes that “The catch folks can fall into is considering audio as one big bucket. It’s not. Over-the-air radio, streaming audio, and podcasts all have nuances that drive audience and listening habits in different ways.” These nuances can manifest in various ways, such as listeners who tune into over-the-air radio waking up to it and taking it with them on the go, while streaming audio and podcast listeners tend to carve out “me time” to listen to their audio favorites.

It is crucial for programming and advertising strategies to take these distinctions into account. As Cakim, suggests, “Weave brands into daily moments in authentic ways and become part of listeners’ experiences. A single audio tactic may not do the trick. An integrated audio strategy is the best approach that will deliver on audience targeting and campaign goals.”

For instance, a company that sells coffee could target over-the-air radio listeners with morning drive-time commercials, while streaming audio and podcast listeners could be targeted with ads during their “me time” moments, such as in the evening. Additionally, the company could sponsor a morning radio show or a podcast about productivity, aligning its brand with listeners’ interests and daily routines.

Another way to target these different listeners is by understanding their demographics and behavior. For example, over-the-air radio listeners tend to be older and more likely to respond to traditional advertising methods such as commercials, while streaming audio and podcast listeners tend to be younger and more responsive to sponsored content or influencer marketing.

Additionally, it is essential to note that streaming audio and podcast listeners tend to have a more specific interest in the content they listening to, as they have actively chosen to access it. Therefore, when targeting these listeners, it is essential to understand their niche or specific interest in the content they are consuming.

In conclusion, understanding audio and audio consumption is not a one-size-fits-all phenomenon. Different types of audio, such as over-the-air radio, streaming audio, and podcasts, are used by listeners in unique ways and varying command levels of attention. Therefore, it is important for brands and advertisers to understand these distinctions and develop an integrated audio strategy that will deliver on audience targeting, greater understanding, and campaign goals.