Navigating Consumer Data: A New Era of Audience Targeting Strategies
This year has been a whirlwind for advertisers adapting to changes in consumer data and audience targeting strategies. Google’s evolving stance on third-party cookies has added intrigue, while contextual targeting solutions have made a strong comeback, offering innovative, dynamic alternatives. Privacy-focused approaches like clean rooms are gaining traction, and platforms such as Pandora are advancing with UID2 adoption. Meanwhile, adtech leaders like Adswizz and NumberEight are setting new benchmarks for data-driven marketing.
As the landscape evolves, the value of reliable first-party data remains undeniable for advertisers. With the growing importance of contextual targeting solutions, retail media networks and shopper data are set to dominate media budgets in 2025 and beyond. Notably, over 90% of advertisers plan to maintain or increase investments in retail data. While connected TV (CTV) is a natural option for leveraging consumer data, integrating retail media with audio provides unparalleled synergy for modern campaigns.
1. Retail Media Networks: Your Direct Line to Consumers
Retail media networks offer brands access to highly targeted audiences through the first-party data of retail giants like Walmart and Kroger. These networks empower advertisers to influence purchasing decisions and establish brand affinity by connecting products to specific retailers. Leveraging this data with audio amplifies these connections, creating stronger consumer associations.
According to a SiriusXM Media DISQO study, 32% of streaming audio listeners tune in while shopping in-store. This highlights the potential for cross-funnel marketing strategies that drive both awareness and conversions. Moreover, two-thirds of listeners say audio ads influence their buying decisions—ranking higher than social media and display ads, and on par with search and video ads.
2. Off-Site Media Extends Targeting Impact
Retail media ad spend is projected to reach $130 billion by 2028, signaling a major shift in advertising strategies. While retailer apps and websites are valuable for targeting active shoppers, off-site media provides opportunities to reach audiences throughout their daily routines. By combining audience targeting strategies with off-site audio ads, brands can maintain consistent messaging across the consumer journey.
From the early days of retail media networks—dominated by search and display ads—to today’s focus on audio, CTV, and social platforms, brands now face the challenge of balancing multiple channels. As we approach 2025, retail media networks are expected to lead this charge, offering brands an edge in an increasingly competitive market.
3. Digital Audio: Connecting Throughout the Day
While other ad formats like display, social, or CTV require visual engagement, audio eliminates such barriers. Brands can engage listeners during music streams or podcasts, regardless of location or activity. With 76% of Americans aged 12 and above tuning in to digital audio monthly—for nearly five hours daily—the opportunity is vast.
A SiriusXM Media study revealed that 75% of listeners discover new brands through audio ads, while 60% report purchasing products in stores after hearing retailer-specific audio campaigns. This underscores the role of audio in commerce-focused audience targeting strategies.
4. Audio Ads With Visual Enhancements
Digital audio platforms like Pandora and SoundCloud offer more than audio ads. They also support display and video formats designed for moments of user engagement, such as app launches or track skips. Unlike traditional display ads, these formats allow listeners to continue enjoying content while interacting with brands, creating a less disruptive, higher-converting experience.
By integrating contextual targeting solutions with these dynamic ad formats, brands can create campaigns that are both engaging and effective, fostering better user experiences and stronger results.
5. Transparent, Measurable Campaigns Through Audio
Whether through direct IO or programmatic methods, digital audio advertising allows advertisers to control audience reach and context while ensuring full transparency. Metrics like impression types and ad placements are easily trackable, offering insights for optimization.
For instance, SiriusXM Media’s partnerships with retail media networks enable closed-loop measurement, providing the exposure data needed for advanced reporting and performance analysis. This level of accountability makes audio advertising an essential component of forward-thinking media strategies.
6. Retail Media and Audio: A Winning Combination
Consider this: would you be more inclined to explore a new product after hearing about it during your favorite podcast or playlist? Audio ads add depth to retail media campaigns by reaching consumers at multiple touchpoints along their journey.
Take Coca-Cola’s collaboration with Dollar General Media Network and Pandora as an example. By combining on-site, off-site, and audio advertising, the campaign achieved 19 million impressions, a 98% audio ad completion rate, and a $6.57 return on ad spend (ROAS).
As advertisers seek to grow brand awareness, household penetration, and sales velocity, pairing retail media with audio advertising will become increasingly critical in achieving these goals.
By incorporating audience targeting strategies and leveraging contextual targeting solutions, advertisers can create more impactful campaigns, ensuring their message resonates with the right audience at the right time. The future of advertising lies in these innovative approaches, blending data-driven insights with powerful storytelling formats like digital audio.
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