Getting the attention of consumers is not getting any easier, however audio – radio, streaming platforms and podcasts – are poised to benefit from the voice-driven, connected future. In an Ad Age Op-ed, Pandora Chief Revenue Officer John Trimble warns advertisers, “If you’re overlooking audio, you’re missing out on a huge—and rapidly expanding—educated, affluent, gender-balanced and loyal audience.”
No medium is better suited to adapt to a mobile audience than audio, which is already well intertwined with an ear bud generation that is used to voice commands. Smart speakers, connected cars and digital personal assistants surround today’s consumers. According to comScore, 50% of all searches will be done by voice in 2020.
Citing the ballooning demand for on-demand, Trimble points to Edison Research’s “The Podcast Consumer 2018,” highlighting the buying power of podcast listeners, more than half of which have household incomes of more than $75,000 and are likely to engage with brands and products that “excite and elicit emotion, something that sound does very well because of its ability to create primal connections,” Trimble writes in the piece.
The amount of time spent listening by podcast users also favors marketers who choose audio. Edison found that podcast listeners consume an average of seven podcasts per week and one-third listen to five hours or more of podcast content weekly. Edison says these audiences are expected to double in size.
A busy 2020 will be attracting the attention of the ears of Americans with the Presidential election and Olympic Games among the major events coming in the new year. “With this in mind, connecting with audio’s audience in the right ways, at the right times, becomes more crucial than ever,” Trimble writes.