The Power Of Audio Personalisation
In recent years, audio advertising has undergone significant innovation resulting in a wide range of addressable formats and an increase in reach across the digital space. Despite this, achieving cut-through in the crowded audio landscape is more challenging than ever before. To create impact, advertisers need to focus on relevance, engagement, and personalisation.
1. Relevance is Key –
To create a message that resonates with listeners, advertisers must have a deep understanding of their audience. Data analysis and audience profiling provide valuable insights into listener behaviours, interests, and preferences. With this information, advertisers can tailor their message to align with the audience’s interests, making it more relevant and impactful.
2. Engagement is Crucial –
To stand out in the crowded audio landscape, advertisers must create engaging messages that capture the listener’s attention. Interactive audio ads are an effective way to achieve this. By prompting listeners to answer a question or complete a task, advertisers can create a more memorable and engaging experience. Interactive ads are more likely to drive engagement, increase brand awareness, and drive conversions.
3. Personalisation is Vital –
Personalisation is an essential tool for creating relevance and engagement in audio advertising. By tailoring audio messages to specific listeners, advertisers can create a more personalised experience that resonates with the audience. At Opticomm, we have seen significant success in using personalisation touchpoints such as name, gender, and location for our clients. Including these details creates a sense of connection and increases the likelihood of the message being remembered and acted upon.
4. Our Results –
At Opticomm, we have been utilising the new opportunities of audio personalisation to our advantage, resulting in a significant impact on results. Through OptiBank, we have seen an average of 65% higher engagement from audio ads across our client base in the last 3 months and 20% higher ROI for performance campaigns.
In conclusion, audio advertising has evolved significantly, resulting in an increase in reach and a diverse range of formats. However, achieving cut-through requires creating targeted, relevant, engaging, and personalised messages that resonate with listeners. By using personalisation techniques and creating engaging content, advertisers can achieve significant results in the crowded audio landscape.
At Opticomm, we have seen firsthand the power of personalisation and are committed to helping our clients create impactful audio advertising campaigns.