Audio advertising is growing at a fast pace with more and more advertisers opting for audio classified ads. It’s no secret that a good sales headline makes all the difference in advertising and it’s no different when talking about great audio advertising. Professional voice talent and recognized studio engineers come together to create top quality audio advertising spots.
Interactive audio advertising is generating enormous interest within the advertising community.
At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.
Most Audio networks “crawl” websites in its list of publishers, prior to placing a single ad, to determine the content of Ad best suited to the visitor based on the page content they are seeing while the Ad is playing. For example, your audio ads are placed on websites that users can relate too, such as sports drink ads, sportswear and sports gear on a NFL information websites.
Audio advertisements have gained national media attention from national mass-market advertisers, the Wall Street Investment Community and discussed in the Wall Street Journal. Currently this new online audio advertising provides advertisers with a new procedure to promote.
Not just for major advertisers, but small niche advertisers like local business can use audio ads for local and regional advertising too. Ads for audio content, such as pod casts or Internet radio stations, often use a “reservation” model, where advertisers reserve spots in audio streams for confirmed fees.
It’s possible that this reservation model may not maximize revenue for audio publishers because many advertisers don’t have the wherewithal to negotiate agreements for ad spots and don’t compete for them.
However, imagine an Ad Network where advertisers and publishers can interact, and pay-per-action type advertising becomes a possibility. A publisher would set upon criteria for advertisers to match, and the system would determine which ads to play based upon relevancy and price. Now, forward-thinking advertisers are recognizing that if it works on radio, it can work on streaming audio.
Many advertisements are also designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty.
In an effort to improve messaging, and gain audience attention, advertisers create branding moments that will resonate with target markets, and motivate audiences to purchase the advertised product or service, advertisers copy test their advertisements before releasing them to the public.
These short advertisements, allow the spoken words or most recognizable sounds to be presented to a visitor browsing the Internet. Another major advantage of radio advertising is that it is inexpensive to place and to produce, allowing small business owners to place advertisements on more than one station in a given market.
However a relatively new company has recently been written about in the Wall Street Journal. This is a company that provides five second ‘radio station’ style advertisements played automatically to people browsing the Web when they visit a participating website. The advertisements are played immediately to the listener based on their geographical location… not on the location of the website being viewed.
In a sense the network is just like a radio station. A radio station broadcasts commercials through the speakers of a radio to people in their local area. This company broadcasts commercials to people in any local area (or nationwide or worldwide) through computer speakers.
For example, as a real estate agent, you could broadcast your message to 500 people per day in the North Palm Beach, FL area at a certain time on certain days. Or a restaurant owner from The City of London, England could advertise today’s lunch time menu to people that live in The City, between 10 o’clock and midday.
The company has grown enough to gain the attention of candidates running for President of the United States (among many other political campaigns), and political ads are scheduled run on participating websites across the Internet.
These short advertisements, known as “Adlets”, are now available to listeners over 30 million times a day on websites large and small, worldwide. Participating websites are scattered across the Internet giving advertisers a wide range of demographic exposure. When any Internet visitor hits one of their participating ad sponsored websites, the audio commercial starts playing instantly.
However there is a big difference from radio…
The Advertiser can target… The Advertiser can choose the time and frequency that your ads play… The advertisement is played as soon as the visitor lands on the web site page, so the Advertiser has the undivided attention of the listener.
One of the best things about Internet audio advertising is that it doesn’t take up any of your website real estate.
With the massive reach established by their network of tens of millions of Website pages, online audio advertising is certain to become a staple in any advertising campaign, especially ones that target the ever-growing Internet population.
Whether you like it, or not, online audio advertising is here to stay.