For The Drum’s Focus Week on Consumer Tech, the IAB UK speak to their Audio Group to understand how advertisers can maximize success on their audio advertising campaigns.
Emerging consumer technologies are unlocking new avenues for advertisers to reach highly engaged and expanding audiences with targeted, personalized and contextually relevant audio content.
The increasing adoption of audio into daily life is great news for marketers, but how can they navigate the complexities of a rapidly advancing industry? Here, members of IAB UK’s Audio Group share their advice for maximizing campaign impact.
Leverage new tech to drive contextual relevance
Kathryn Roberts (senior sales manager, AMA): “In the UK, we spend an average of two hours and 25 minutes daily listening to digital audio, yet in-car audio remains largely tied to AM/FM radio. Digital audio benefits from enhanced personalization that helps brands to deliver more effective ads. In the US, SiriusXM is pioneering an ad-supported in-car service that leverages car connectivity for digital audio. This innovation will allow advertisers to deliver more contextually relevant messages, such as directing drivers to nearby stores, petrol stations or restaurants during their journey. Although not yet available in the UK, similar offerings are likely on the horizon.”
Check out Kathryn’s comments and here from other digital audio experts in The Drum.
