Amplify your digital audio advertising
With over 60% of the UK adult population listening weekly, digital audio offers advertisers a potent mix of engaged listeners, high-quality content and immersive ad formats - making it a fixture on media plans, just as smart speakers have become fixtures in our homes. In fact, according to IAB UK’s annual Digital Adspend report with PwC, spend on digital audio has almost doubled between 2020 and 2022, with advertisers investing £186 million in it last year. As part of this, podcast investment has over tripled from £33 million in 2020 to £76 million in 2022.
So, with more ad spend than ever going into digital audio, what do you need to know to ensure that your campaigns are delivering? And how can you make sure that your brand’s voice is not only adding to the listening experience, but resonating with a highly discerning audience? Look no further. From understanding attention in podcasting to leveraging actionable audio ads, we’ve curated evidence from across our audio membership into an essential toolkit to help you boost the effectiveness of your digital audio activity.
Research and insights
The Role of Attention in Podcasts
A study from Acast and Differentology shows the differences in behaviour when listening to podcasts vs other audio channels, demonstrating the power podcasts have to connect audiences, deliver messaging, and keep people listening.
The Power of Actionable Audio Ads
Say It Now, Octave Audio and Xaxis partnered with Neuro Insight to quantify the impact of audio advertising when consumers engage in a 30-60 conversation with a voice assistant, compared to traditional broadcast radio ads.
How to Build Winning Audio Ads
The latest eBook from Veritonic and Audacy addresses all your curiosities of what makes podcast and radio advertising so powerful, and dives into key strategies for building an effective audio ad.
A World in Your Ear: Perfect podcast planning
This research utilises The Guardian's expertise as a podcast publisher to address measurement challenges, offering insights for strategically placing podcast advertising in the media mix.
We’ve pulled together examples of effective digital audio campaigns from across the industry to help you supercharge your digital advertising.
Octave x Say It Now
Octave and Say It Now outline why voice assistants are the next wave of digital engagement and share a case study for making charity donations easier with Alexa. Plus, Veritonic’s guide on harnessing the potential of actionable audio advertising.
Octave x Meta
Meta used Octave's sophisticated targeting capabilities in audio ads to reach 'Marketing Professionals' and inspire them to use various advertising tools in their digital media plans. The results boasted no wastage and a strong audience engagement.
Say It Now x Tesco
Say It Now partnered with Tesco and Mediacom to create their first smart speaker audio advertising campaign that enabled smart speaker listeners to receive reminders on Tesco's weekly Christmas deals by saying 'Alexa, Open Tesco'.
AudioPlus X Veritonic X TalkTalk
TalkTalk leveraged Veritonic’s AudioPlus to ensure that their audio advertising assets were created and optimised with the goal of maximising their brand awareness.
Xaxis x Say It Now x MSC Cruises
Xaxis and Say It Now joined forces to design and execute a bespoke 'actionable' audio advertising campaign for MSC Cruises that harnessed the power of voice technology and smart speakers.
Mobiles.co.uk x Adobe
This case study explores how Mobiles.co.uk created unified advertising campaigns across multiple channels, including display, video, audio and affiliate marketing, using Adobe Advertising Cloud as a key partner.
Bauer x Three Mobile
Using Bauer's Instream, Three Mobile raised awareness of their rewards app, communicating the breadth and scale of what it can offer while delivering personalised creative to listeners in a brand safe environment.
AMA x Cancer Research
Cancer Research worked with AMA to create a hyper-localised campaign using postcode targeting to call out a listeners local Race for Life. Ads were recorded in both gender voices with various regional accents to match and resonate with the listener and drive more registrations.
After more on audio?
The IAB UK Member Vault gives our members a space to share blogs, research, events and more. For a deep dive into the world of digital audio and what it can do for your brand, pour through our members insights now.