{"id":17203,"date":"2023-10-12T14:48:47","date_gmt":"2023-10-12T14:48:47","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/audio-ads-can-be-effective-but-only-if-theyre-not-disruptive-report\/"},"modified":"2023-10-12T14:48:48","modified_gmt":"2023-10-12T14:48:48","slug":"audio-ads-can-be-effective-but-only-if-theyre-not-disruptive-report","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=17203","title":{"rendered":"Audio ads can be effective, but only if they\u2019re not disruptive: report"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Last year, Spotify\u2019s VP and global head of advertising, Lee Brown, told us most people don\u2019t skip podcast ads, according to the company\u2019s data, suggesting that people might not be all that bothered by promos from the likes of Athletic Greens and BetterHelp.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">It seems people don\u2019t mind, or are at least willing to put up with, audio ads: A report from Integral Ad Science found that consumers are fairly open to hearing ads while listening to music and podcasts, but only in certain instances, according to its research, which was conducted in June among more than 1,000 US listeners.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Most respondents said they\u2019ve interacted with digital audio ads in the past year\u2014with some even having made purchases as a result\u2014but many also said they can be put off by disruptive or irrelevant ads.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Bring it on: <\/strong>Spend on digital audio in the US is expected to reach more than $7.5 billion next year, a 10.5% jump year over year, according to the report. Brands investing in the space aren\u2019t shouting into the void:<\/p>\n<ul>\n<li>More than three-quarters (81%) of internet users in the US have listened to digital audio in the past year, primarily on Spotify and YouTube.<\/li>\n<li>Of those listeners, 63% have interacted with audio ads in the past 12 months, 28% have visited a store or website as a result, and 20% have actually made a purchase.<\/li>\n<li>Host-read podcast ads were most effective at driving purchases, per the report, but not by much more than pre-recorded, audio-only ads.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u200b\u200b\u201dEvery marketer has to think about these things in terms of what best is going to convey the message,\u201d Jeremy Kanterman, VP of research and insights at Integral Ad Science, told Marketing Brew. \u201cSome hosts can do that really well, and sometimes you want to have a pre-roll ad in there\u2026It\u2019s good for advertisers to have options. Not every strategy is going to fit every brand.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Tread carefully:<\/strong> While almost half (44%) of listeners said they\u2019re open to hearing audio ads, it comes with the caveat that those ads are not disruptive.<\/p>\n<ul>\n<li>More than half (58%) of listeners said it\u2019s important that ads are relevant to the content they\u2019re listening to.<\/li>\n<li>About one in four (28%) said they\u2019d favor brands that run ads against relevant content.<\/li>\n<li>The same share said it\u2019s the brand\u2019s fault if its ads don\u2019t play near suitable content, and one-quarter said they\u2019d avoid purchasing from a brand advertising \u201cnear unsuitable audio content.\u201d<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cConsumers want continuity in their listening experience, and they\u2019re willing to accept ads in that environment as long as it\u2019s not [so] disruptive that they can\u2019t actually enjoy what they\u2019re listening to,\u201d Kanterman said.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Risky business<\/strong>: While the topic of brandsafety has come up repeatedly in relation to podcasts in the past couple of years, Integral Ad Science found that \u201cunsuitable music content is riskier\u201d for brands.<\/p>\n<ul>\n<li>Content that mentions violence, sexual themes, drug use, and crime is seen as high-risk for marketers; the listeners surveyed found it generally less acceptable in music than in podcasts.<\/li>\n<li>For example, while 55% of respondents said the topic of violence is unsuitable for brands advertising between music, only about one-third (32%) said the same when it came to podcasts.<\/li>\n<li>Older listeners were more likely to think \u201crisky content\u201d in music isn\u2019t brand safe, and were also less likely to engage with digital audio ads.<\/li>\n<\/ul>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/10\/12\/audio-ads-can-be-effective-but-only-if-they-re-not-disruptive-report?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last year, Spotify\u2019s VP and global head of advertising, Lee Brown, told us most people don\u2019t skip podcast ads, according to the company\u2019s data, suggesting that people might not be all that bothered by promos from the likes of Athletic Greens and BetterHelp. It seems people don\u2019t mind, or are at least willing to put [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":17204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-17203","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Audio ads can be effective, but only if they\u2019re not disruptive: report | Brandiary<\/title>\n<meta name=\"description\" content=\"Last year, Spotify\u2019s VP and global head of advertising, Lee Brown, told us most people don\u2019t skip podcast ads, according to the company\u2019s data, suggesting\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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