Digital audio advertising has become a mainstay of many company brands across the globe. With more consumers than ever before becoming podcast listeners and spending their time listening to music streaming services, reaching consumers via audio advertisements is gaining more popularity.
That growth in popularity warrants a full mini-series on the four emerging trends in a relatively new area of marketing: Digital Audio Advertising — not to be confused with radio-style advertising.
In this article
- What Is Sympaphonic Advertising?
- Dunkin’ Donuts Uses Sympaphonic Ads
- Cox Communications Uses Sympaphonic Ads
- Why Would I Use Sympaphonic Advertising?
- How Do I Get Started With Sympaphonic Ads?
More companies have pushed their marketing agendas into the audio space. Digital audio advertising is the presence of advertisements in an audio format through podcasts, music streaming apps, or other online streaming services.
This first piece in the series will cover sympaphonic ads as a digital audio advertising technique you should consider in the coming years.
Keep reading to learn more about sympaphonic ads and how both Dunkin’ Donuts and Cox Communications embraced this type of marketing to enhance consumer engagement.
What Is Sympaphonic Advertising?
Sympaphonic advertising entails changing the background audio message to align with multiple music genres and different songs. AI Music created a Sympaphonic Ads tool so that it can reduce production timelines for various marketing campaigns. AdsWizz has become the main provider of sympaphonic ads for digital audio marketers via its ad-buying system.
Multiple brands have now implemented sympaphonic ads to improve engagement with their consumer base. They understand that their consumers will enjoy having a more low-key listening experience for digital audio marketing along with their entertainment — that is to say, sympaphonic ads are less jarring or abrupt than a typical radio-style ad.
Below, we outline the Dunkin’ Donuts and Cox Communications case studies to illustrate how sympaphonic advertisements can boost audience engagement.
Dunkin’ Donuts Uses Sympaphonic Ads
Dunkin’ Donuts piloted a new audio advertisement where the ad message was associated with what the consumer was listening to at that moment — a sympaphonic advertising campaign.
The campaign was hugely successful. Dunkin’ Donuts reported the audio ads grew consumer engagement by 238%. Keith Lusby, VP of Media at Dunkin’ Donuts, stated that the seamless, personalized ad experience of the sympaphonic marketing message contributed directly to the success of the pilot campaign.
“We’re thrilled to be one of the first brands to run campaigns using the Sympaphonic Ads with AdsWizz, in collaboration with Publicis Inspire Media Engine, as we promote our espresso platform and highlight our new non-dairy offerings,” Lusby explained.
Cox Communications Uses Sympaphonic Ads
When the telecommunications corporation Cox Communications implemented digital audio marketing in the form of sympaphonic ads, the company’s results were quite impressive. With the help of voice actors, the favorable statistics that Cox Communications was able to garner from this marketing strategy include:
- 95% drop in production time for creating marketing campaigns
- 20% decrease in audio marketing production costs
Creating relevant brand messages makes for more effective marketing strategies. Essentially, Cox Communications did exactly this by using artificial intelligence to develop personalized advertising experiences through audio entertainment platforms.
However, Cox Communications wanted to reduce the time and production costs associated with customized audio messages. As such, artificial intelligence technology was used to cut production costs and times.
The results speak for themselves. Sympaphonic ads can reduce production time and production costs while increasing consumer engagement.
Why Would I Use Sympaphonic Advertising?
If you’re like the rest of us in marketing and advertising, you have a tall order of content to produce with little time to do it. Using sympaphonic ads makes sense as a solution for many reasons:
- Sympaphonic ads boost revenue
- Digital audio ads improve consumer engagement and effectively target the audience
- Sympaphonic ads reduce the production costs of audio marketing messages
- Sympaphonic advertising decreases production times for marketing campaigns
Most of all, it is essential to keep your consumers happy and engaged. This unique form of digital audio advertising can make a real difference, as it customizes each advertising experience to every user.
How Do I Get Started With Sympaphonic Ads?
When it comes to creating digital audio advertising and sympaphonic ad campaigns, businesses will need to connect with music distributors like Spotify, Pandora, iTunes, Amazon MP3, etc.
The way digital music distribution works is by getting sent to online music platforms such as Pandora, iTunes, Amazon MP3 or Spotify. The music distributors are then responsible for ensuring the royalties from all the music being bought, downloaded, and played go back to the original musicians and artists.
Digital music distributors — or streaming platforms — can welcome everyone who wants to sell their music via the distribution website or choose who can sell it. Essentially, marketing teams will need to work with music distributors and musicians to see if their digital audio marketing messages and sympaphonic ads can be added to various songs and musical genres. It’s a worthwhile endeavor, as Dunkin’ Donuts and Cox have shown us.
Voice talent will also need to be included when creating specific audio marketing campaigns. That’s where Voices comes into play. Ready to embark on your first sympaphonic ad campaign? Post a job for free with a portion of your script to receive auditions in as little as 24 hours.
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