Why You Should Be Buying Digital Audio

Why You Should Be Buying Digital Audio

Due to the proliferation of internet access and popularity of mobile devices, today’s consumer is almost always online. And while screens are getting smaller, or in some cases disappearing altogether, the consumer is still listening to our message even if they aren’t seeing it.

When we’re at home, we’re talking to our voice-activated devices. When we’re in the car, we’re listening to podcasts. When we’re at work, we’re streaming music. Our connected lifestyle is the reason digital audio matters.

By the numbers:

  • 75% of the population owns a smartphone
  • 48% of all listening done on mobile is via streaming music or podcasts
  • 181 million U.S. internet users listened to digital radio or podcasts in 2017
  • 36% of podcast listeners are between the ages of 12 and 34

Digital audio is a radio spot on steroids. It’s big, thanks to technological advancements that create a more expansive listening experience. It’s efficient because platform analytics allow us to target the exact consumer we want to talk to. And it’s strong because we can enhance audio spots with display ads and device tracking.

“I’m always looking to see if digital audio fits our clients’ marketing mix,” says Jessica Joyce, media specialist at J.W.Morton. “It gives us the chance to tell a story and include a visual element on platforms that people are spending a lot of time with; time that we can track and analyze.”

Depending on your target audience we can buy space on podcasts, online radio stations like iHeartRadio, or streaming music sites like Pandora and Spotify. Sound like something your business is interested in? Get in touch with our media specialist Jessica Joyce to talk options.

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