放大你的数字音频广告
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. 事实上，根据IAB UK的年度报告 数字Adspend 普华永道报告, spend on digital audio has almost doubled between 2020 and 2022, with advertisers investing £186 million in it last year. As part of this, 播客 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? 不要再看了. From understanding attention in 播客ing 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.
研究和见解
可操作音频广告的力量
现在就说, Octave Audio and Xaxis partnered with Neuro 洞察力 to quantify the impact of audio advertising when consumers engage in a 30-60 conversation with a voice assistant, 与传统广播电台广告相比.
如何制作成功的音频广告
The latest eBook from Veritonic and Audacy addresses all your curiosities of what makes 播客 and radio advertising so powerful, and dives into key strategies for building an effective audio ad.
一个在你耳边的世界:完美的播客计划
This research utilises The Guardian's expertise as a 播客 publisher to address measurement challenges, offering insights for strategically placing 播客 advertising in the media mix.
案例研究
We’ve pulled together examples of effective digital audio campaigns from across the industry to help you supercharge your digital advertising.
八度x现在就说
Octave and 现在就说 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 工具 in their digital media plans. The results boasted no wastage and a strong audience engagement.
现在就说——乐购
现在就说 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, 开放特易购”.
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 现在就说 x MSC邮轮
Xaxis and 现在就说 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.
第8号
Kic's digital audio campaign leveraged the LiSTNR app's capabilities to effectively target and engage specific listener segments to deliver uplift of 24%
Bauer x Three Mobile
使用鲍尔的流媒体, 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.
美国癌症研究协会
Cancer 研究 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.
关于音频的更多内容?
The IAB UK 成员库 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, 现在就来听听我们会员的见解吧.