In 2015, when I supported radio sales teams, I was building digital media plans to support the main broadcasting buys, and digital was the sweetener. Digital elements were sometimes seen as a freebee, or what we in the biz call “makegoods.” Digital display ad banners, mobile ad banners, podcasting, mid-roll and pre-roll video were often the afterthought for clients and salespeople alike, through no fault of their own. Radio was booming.
Fast forward to 2021. Advertisers have been forced to make the digital pivot because the world is quickly evolving to a digital-first approach. Smart home devices, smart watches and even refrigerators are digitally evolving. I’d be remiss if I did not mention the COVID-19 pandemic has also propelled our digital preferences. According to Edison Research, 62% of Americans now say they have used some kind of voice assistance technology.1
Digital audio is as valuable, if not more valuable, than traditional radio.
My husband and I listen to our favorite radio personalities during our morning commute, which is only six minutes long, to drop off our kids at daycare (and soon preschool, insert broken-hearted emoji) but our commute to work is now non-existent, like so many other Americans, effectively cutting radio time even shorter. Smart home devices are now dominating at our home. We tap into our smart home device to keep us informed on the most current world and local news. We have specific playlists to get through our day as well, one for cleaning the house, another for working out and we even have one to brighten the kids’ days. Their current playlist includes “Gangnam Style,” “I Like to Move It” and “The Macarena.” Those songs never fail to get them into a better mood.
And we’re listening to digital audio while on the move too. Edison Research reports that 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone and 18% of Americans age 18+ own a car with an in-dash information and entertainment system. 2
Thankfully, we use my husband’s login to cast all the music requests. And because I only have access to my Spotify account, my playlists, daily mixes and discover playlists are perfectly curated to what appeals most to me.
Unfortunately, the use of these new forms of audio hasn’t saved us from listening to those pesky commercials. For those who don’t pay for premium streaming services, we still must endure the interruption of the insurance commercial while you’re jamming out to your favorite running beats. But when I’m served a relevant advertisement, I’m excited and intrigued. For instance, I found value in the last ad that alerted me about the newest curling cream for my unruly hair. I found the ad less bothersome because it was the right message at the right time. I had been wondering which new products were available for me to test. It was an ad informed of my current interests. An ad that is well informed by my interests, behaviors and affinities is much more valuable to me, the consumer, and translates to fewer wasted ad dollars for the advertiser.
I am certain this advertiser used other signals outside the native audiences available in platform to capture my attention and ultimately turned my attention into a click and purchase. Acxiom’s predictive data enables marketers to reach the right audience and understand people’s needs. Acxiom’s Data Guru team can craft the right audience for your product or service, combining brand affinity, interests, and the right attributes for your campaign goals.
By the way, if you happen to have any favorite hair care products for curly hair, please drop me some suggestions in the comments below.
1 https://www.edisonresearch.com/the-infinite-dial-2020/
2 Ibid
