{"id":495,"date":"2023-11-16T16:11:41","date_gmt":"2023-11-16T10:41:41","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=495"},"modified":"2023-11-16T16:11:41","modified_gmt":"2023-11-16T10:41:41","slug":"pitching-audio-ad-investment-for-2024","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/pitching-audio-ad-investment-for-2024\/","title":{"rendered":"Pitching audio ad investment for 2024"},"content":{"rendered":"<h1><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-496 size-large\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-1024x683.webp\" alt=\"Audio ads\" width=\"640\" height=\"427\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-1024x683.webp 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-300x200.webp 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-768x512.webp 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-1536x1024.webp 1536w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-2048x1365.webp 2048w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-150x100.webp 150w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/h1>\n<h1><b>Maximizing Impact: Investing in Audio Ads for 2024<\/b><\/h1>\n<p><span style=\"font-weight: 400;\">Although marketing budgets are subject to scrutiny in the current economic climate, consider incorporating audio ads into your marketing plan. This is because the growth of listeners is increasing for podcasts and other audio formats. Formats for <\/span><a href=\"https:\/\/www.paytunes.in\/\"><span style=\"font-weight: 400;\">advertising in audio<\/span><\/a><span style=\"font-weight: 400;\"> also offer unique characteristics to aid marketers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below are five reasons why your marketing team should consider audio-based advertising.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More listeners are listening than ever before.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">We expect that in 2024, audio recorded digitally will comprise five percent of all time spent on electronic media within the US.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">About 75% of US internet users will tune in to digital audio this year, according to our predictions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Digital audio will receive 2 hours, 20 minutes (2:20) each hour by US viewers this year. That&#8217;s more than Netflix (1:02), Hulu (0:53), and YouTube video (0:48), as per our analysis.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">&#8220;We are seeing a decline in TV viewers and the number of digital audio listeners increasing. It&#8217;s a good time to try placing ads in both and find out what you&#8217;re trying to look for,&#8221; said Michael Holmquist, director of investment and media strategy at Tinuiti, during an earlier webcast.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The growth in podcasts is constant.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Although the double-digit growth period for podcast listeners ended around 2021, the platform continues to grow listeners more quickly than the <\/span><a href=\"https:\/\/sarvaguide.com\/digital-audio-advertising-essential-for-multi-channel-marketing\/\"><span style=\"font-weight: 400;\">digital audio<\/span><\/a><span style=\"font-weight: 400;\"> industry in general, according to our projections. In 2023, the total number of US podcast listeners is expected to increase by 4.6 percent, more than the overall growth of digital audio at 1.4 percent. In total, the US podcast audience is projected to be over 150 million by 2027.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, that doesn&#8217;t mean that there aren&#8217;t any challenges.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The podcast channel is the one with the highest proportion of marketers who are just slightly or not entirely sure of the measurement abilities of this channel, as per a Nielsen study in April. This makes it harder for advertisers to assess the impact of their podcast content since it&#8217;s downloaded.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Transitioning from embedding and &#8220;baked-in&#8221; <\/span><a href=\"https:\/\/www.paytunes.in\/\"><span style=\"font-weight: 400;\">audio ads<\/span><\/a><span style=\"font-weight: 400;\">, which are a part of the podcast for all time, to dynamic ad insertion, which allows you to alter the ads that appear in audio files at will for more targeted advertising, has been costly and challenging to implement.<\/span><\/li>\n<\/ul>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audio platforms can be sticky for users.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Adult Spotify and Pandora users spend an average of 51 minutes and 49 minutes listening to audio each day, according to. This is more time than all other social networks, per our projections. TikTok is the most popular platform for time spent, on average, 53.8 hours per day by its US adult customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Audio has a massive reach and is bound to continue to grow with more people who are interested in it. Also, it&#8217;s a chance to improve the results of your lower funnels, to fit into different parts of your marketing funnel,&#8221; explained Holmquist.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The formats for advertising in audio have benefits.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Streaming <\/span><a href=\"https:\/\/www.paytunes.in\/\"><span style=\"font-weight: 400;\">audio advertising<\/span><\/a><span style=\"font-weight: 400;\"> is not skippable, has strong targeting capabilities, and generally has shorter lead times when compared to other alternatives.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Run-of-network (RON) advertisements are the only advertising option that provides the exclusivity of a particular category, said Holmquist.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Host-read advertisements are usually included in the script for the show and will remain an integral portion of the episode. They are considered the most authentic, drive the most significant brand recognition, and have the highest prices per 1,000 impressions, as he explained.<\/span><\/li>\n<\/ul>\n<ol start=\"2\">\n<li><span style=\"font-weight: 400;\"> \u00a0 Audio is an excellent option for strategies that employ omnichannel.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The RONs for streaming podcasts and audio are the most efficient pricing options, which improves efficiency in the funnel. A host-read advertisement can result in the highest level of responsiveness. However, it is also the most costly medium, according to Rachel Alaynick, senior manager of analytics and client strategy at Tinuiti.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Maximizing Impact: Investing in Audio Ads for 2024 Although marketing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":496,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[11,86,10],"ppma_author":[321],"class_list":["post-495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-ads","tag-audio-ads","tag-creative-audio-ads","tag-paytunes","author-user"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pitching audio ad investment for 2024<\/title>\n<meta name=\"description\" content=\"Discover the power of audio ads in 2024. 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With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space. He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award. He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media. Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.","sameAs":["https:\/\/paytunes.in"],"url":"https:\/\/www.paytunes.in\/blog\/author\/user\/"}]}},"jetpack_featured_media_url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/11\/pexels-george-pak-7968261-scaled.webp","authors":[{"term_id":321,"user_id":6,"is_guest":0,"slug":"niikhil-admin","display_name":"Nikhil S","avatar_url":{"url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg","url2x":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg"},"author_category":"1","first_name":"Nikhil","last_name":"S","user_url":"https:\/\/paytunes.in","job_title":"","description":"<span style=\"font-weight: 400\">Nikhil Suman is a Digital Marketer and SEO expert currently serving as Marketing Manager at Paytunes. With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.<\/span>"}],"_links":{"self":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/495","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/comments?post=495"}],"version-history":[{"count":1,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/495\/revisions"}],"predecessor-version":[{"id":497,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/495\/revisions\/497"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media\/496"}],"wp:attachment":[{"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/media?parent=495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/categories?post=495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/tags?post=495"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.paytunes.in\/blog\/wp-json\/wp\/v2\/ppma_author?post=495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}