The lead up to Christmas, known in retail as the ‘golden quarter’ inevitably invites competition from advertisers to capture market share of consumers’ attention, as the most critical sales period of the year for retailers. It’s perhaps the only time of the year that interest in advertising leaks outside of the bubble of the marketing world, with the John Lewis ad an anticipated annual cultural talking point and Christmas ads marking a social milestone that ‘Christmas is coming’.
Whilst this fantastically fosters festive creativity, every year it becomes harder to be original. Every brand is focussed on getting eyeballs on their brand.
“But this actually provides an opportunity”, says Jason Hicks, GM of Measurement Solutions at Kochava. “While marketers are focussed on eyeballs, you need to focus on getting into consumers’ ears.”
According to the SiriusXM Media report Digital Audio vs, digital audio listenership has surged by 92% over the past decade. Streaming audio is now considered twice as authentic as TV, and podcasts are seen as nine times more trustworthy.
Jason Hicks: “The popularity of the audio platforms is on the rise and has been for some time and it’s also where audiences are shown to be most engaged. The most popular audio platforms have evolved over the years to the point where they can now run more than just audio, but also multi-media, and serve ads via video and creative display. Brands can leverage a host of data on this and other audience data to serve targeted and authentic ads to users that are more likely to engage with them.”
Why jingle bells dells
Jason Hicks: “The best advertising meets your audiences where they already are, and serves them something they want. Consumers will inevitably turn to these apps for their christmas playlists and favourite podcasts or audiobooks over the holiday period, which poses a significant opportunity for brands looking to influence consumer behaviour and preferences.
“Advertising via audio, or in audio-centred platforms, allows brands to enter the conversation in an authentic and meaningful way, reaching consumers in a manner that doesn’t disrupt their entertainment. Instead of jarringly interrupting their flow, the audio ad fits with the topic of the show. Unlike other digital ad formats, listeners are actively engaged.
“This can then be harnessed by brands to sway purchasing decisions, build brand loyalty and enhance reputation. During the festive period, when people often seek out pre-made Christmas playlists for example, brands can hone their ad strategy to deliver relevant advertising to those who are in planning mode for the holiday period.
“Elsewhere, such as in podcasting, brands can go further and identify podcasts that align with their own target audience, then craft compelling ads that resonate with consumers at this time of year.”
Ad tech in audio is catching up just in time
Jason Hicks: “Testing different ad formats and messages is pivotal in building audience resonance and developing sustained success. Taking full advantage of these advancements, however, necessitates new paradigms in measurement. Adtech in audio platforms is largely catching up.
“Advertisers need to leverage the wealth of data now available through podcast analytics. Understanding listener behaviour, such as when and how they tune in, listen to or skip ads, and engage with content, is fundamental for optimizing campaign performance.
“Contextual-based targeting, including seamless, real-time topic and conversation-specific ad placements, is a powerful tool which enables markets to tailor creatives to podcast contexts – not to mention homing in on audiences by demographic or behaviours and interests.
“Data derived from such practices can be used to inform and optimise subsequent initiatives relative to desired key performance indicators.”
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