Ask an Expert - Tell Me About Digital Audio Ads

Audio advertising has evolved significantly over the years. In the past, radio was the primary platform for reaching audiences through sound. Now, with the growth of online listening via websites and apps, brands have new and dynamic ways to connect with listeners. As people spend more time on digital audio platforms, tuning into music, podcasts, and news, the demand for audio advertising continues to grow.

‍What is the difference between radio and audio ads?

Digital audio advertising provides a level of precision that traditional radio simply can't match. While radio advertising targets listeners by station, digital audio lets you reach highly specific groups using detailed audience data. Instead of broadcasting across all of Pittsburgh, you can focus on areas like Wexford and McCandless — or even connect with listeners outside the area entirely. This level of control lets you connect with the exact audience you want.

Traditional radio remains valuable for reaching large audiences, especially when you have a bigger budget. However, digital audio is a game-changer for smaller businesses, allowing them to use their brand voice to connect more personally with their target audience. It gives them the power to use their brand voice to create meaningful, personalized connections with their audience at a more affordable scale.

‍How long are audio ads typically?

‍In today’s fast-paced world, attention spans are short. That’s why we generally aim to keep audio ads around 15 seconds, though we occasionally extend to 30 seconds if it helps convey the message effectively.

A great advantage of digital audio is its flexibility with ad length — unlike traditional radio, there’s less pressure to fit exact time slots. If an ad runs 17 seconds to include a few extra words, that’s perfectly fine. The focus is more on maintaining listener attention than meeting strict timing requirements.

‍What are the benefits of audio ads?

Audio ads offer a unique way to connect directly with your audience. In a world filled with visual distractions, audio stands out—it’s often the only thing listeners are tuned into at any given moment. When your ad plays, it’s the sole focus, making it easier to capture listeners' attention and create a lasting impression.

Interestingly, while audio ads cut through the noise, they’re also perceived as less intrusive. In fact, studies show that 68% of consumers find audio ads less intrusive than other formats. This means you’re not only gaining their attention but also engaging them in a format they’re more comfortable with and open to.

‍Where are digital audio ads placed?

‍Digital audio ads can be placed as pre-roll, mid-roll, or post-roll alongside other audio content, giving flexibility in when and how they reach listeners. These ads can run on various platforms like Spotify, Pandora, iHeart Radio, local news outlets, and many other websites and apps — essentially anywhere your audience spends their time. Since only one audio stream plays at a time, your ad is always the focus, with no competing placements to distract your audience’s attention.

What are the current trends in digital audio advertising?

Podcasts are a major force in the digital audio landscape, attracting both dedicated listeners and advertisers alike. With digital audio advertising, you have the option to specifically target podcast listeners or incorporate podcasts as part of your broader audio ad strategy.

‍Is there anything else we should know about digital audio ads?

Digital audio is a great complement to other marketing strategies, especially digital display and search. While audio typically serves as a top-of-funnel activity, it reaches consumers through a different medium, making it a valuable addition even to other top-of-funnel tactics.

One potential drawback of audio ads is that they can take longer to produce compared to other formats, as there are more steps involved. However, if you already have an audio ad from a previous radio or campaign, it’s relatively easy to repurpose and launch it quickly.
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If you want learn more about audio ads and see if this may be a viable solution for your business, click here to book your free intro call with our team at Dail Digital.