The impact of audience-first creativity can boost the effectiveness of audio and video ads for 2024.

Alex Donics, global director of demand marketing at Spotify

This most exciting season is also the busiest for marketing professionals. Apart from coordinating events that require tentpoles, such as Black Friday and the holidays and the holiday season, there’s also the job of preparing for the coming year.

It’s a complex task, and marketing resources like guidebooks for planning will help you avoid the danger of missing something. As teams design their plans for video and audio campaigns in the coming year, they’re also looking into research and market trends to ensure they have the data they need to plan their campaigns.

One of the strategies that the advertisers focus on in 2024 is audience-first innovation- creating memorable advertisements that make special moments during the seasons for the people they reach and interact with. (audience-first creativity)

Combining different ad formats across platforms that audiences trust increases attention, intention and recall

Since the purchase path is long and filled with choices, creating confidence and communication at each step is crucial, as is reaching the audience wherever they are in relevant ways.

In the first quarter of 2023, Gen Z listened to podcasts more than 3 billion times and listened to music more than 560 billion times, an increase of 76% over last year. In The 2023 Culture Next report, more than three-quarters of listeners say podcasts educate the subjects they wish they had learned in school. 82% have used podcasts or music to learn about other cultural and personal experiences that differ from their personal experiences. Platforms are also important. According to the same study, 40 per cent of Gen Z trust ads more when they see them on Spotify rather than seeing them on social networks.

As the generation that is entering the workforce and starts to take part in the decisions of their families, which amounts to the equivalent of $360 billion in purchasing power, marketing teams interact with them via streaming platforms that stream digital content.

Most platforms offer premium or ad-supported features, including millions of users willing to be ad-supported. At the same time, they spend more than 2.4 hours per day watching and listening to their preferred music and podcast creators on different devices.

When compared to other formats for advertising like radio online and social media, research conducted internally found that music ads on streaming platforms on the internet are more effective in generating awareness and instilling confidence at the upper-funnel (+60 per cent) as well as the lower (+70 per cent) phases of the buying journey. Combining different ad formats can be effective. Utilizing both video and audio can allow advertisers to maximize their efficiency and deliver outcomes across the entire trip. Nielsen brand effect and Kantar brand lift research through 2023 has shown that videos and audio-only campaigns generate greater awareness (+7 per cent) and interest (+7 per cent) than campaigns that rely on audio and also more intent to purchase (+27 per cent).

The audio experience is rich and adaptable. But, because playtime is generally short, the most important thing for marketers is to be mindful of every decision, taking advantage of every minute.

The length of the ad is crucial in this respect. According to Nielsen and Kantar’s study, audio advertisements within the 15-to-30-second time frame can increase recall by 22% and 26% greater intention. A slow cadence, properly timed interludes and using as few words as possible can aid in absorbing more information and getting the most out of the brief time.

A platform-first approach to creativity creates more memorable customer experiences.

For the most relevant advertisements feasible, use a platform-first approach to create and reflect the customer experiences rather than recycling assets. (audience-first creativity)

For instance, an ad with audio promoting an appliance manufacturer could include music typical of the kitchen, such as cutting veggies or boiling water, serving a listener while making an evening meal at home, and listening to a cooking playlist.

With the growth of influential podcasters who have established trusting relationships with their listeners, this inborn feeling of community can benefit businesses regardless of the podcast’s subject matter. The Magna and Vox Media study found that 75% of customers mention podcast hosts as the most influential factors in their purchase choices. To benefit from this, marketers can collaborate with the creators of relevant podcasts through tools like Spotify’s Spotify Audience Network, which helps them measure how well their campaigns perform and track and optimize them.

The well-crafted content and campaigns have created more unforgettable seasonal moments.

Throughout the year, people are turning to streaming services on the internet to enrich their cultural and seasonal occasions. According to a Soundboard Community Spotify Advertising survey (part of the guide to planning available from November 20, 2024), half of the advertisers are planning to respond to the seasons in 2024.

Brands need to be aware of the holidays, unique festivals and other cultural events that are the most appropriate to be a part of, then develop custom audio content that is a tribute to these moments and is most likely to be a hit with their intended viewers.

These campaigns are a way to connect with customers and seamlessly integrate into their lives. For example, they could incorporate ads into playlists for workouts. At the same time, listeners work towards their fitness goals for the New Year or create audio-based ad campaigns to play playlists that reflect the romantic spirit of Valentine’s Day or celebrate Pride Month by sponsoring an appropriate podcast.

Focusing on the audience first approach when designing strategies for video and audio advertising, marketers are making sure that their ideas will be a hit with customers and will appear in the places they would like to see ads. Marketers who focus on this strategy and construct effective ads that resonate with the culture and methods to make seasonal events more appealing will likely succeed by 2024 or beyond. (audience-first creativity)

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