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2.5 Minute Read
One Stat That Will Convince You To Use More Digital Audio Ads
You're probably not using digital audio ads in your advocacy, but the most advanced campaigns are. In today's short read, we will show you a jarring statistic that demonstrates just how big the opportunity is that you're missing.
Audio Consumption Dwarfs Audio Advertising
On average, Americans now spend nearly four hours per day consuming digital audio, including podcasts, streaming music, audio books, and digital radio. Americans spend an additional four hours per day consuming digital video, including connected TV (CTV), online video, and social media video. (Nielsen)
Yes, this is an enormous amount of media consumption, which speaks to why it is so critical to meet your audiences on these digital formats.
But here's the truly shocking statistic:
While digital audio and digital video consumption are nearly identical, almost 90% of advertising dollars go to video.
This Enormous Misallocation of Advertising Creates a Huge Opportunity
We've all seen in recent years just how crucial podcasts and other audio formats are to moving political debates. And when it comes to the relative value of different advertising mediums, it's a simple matter of supply and demand. Given the enormous misallocation of advertising spend to video over audio, audio advertising prices should be a value, and in fact they are. Digital audio ads can cost up to 50% less than CTV ads. And while everyone fights for attention on video, audio is wide open.
We're not suggesting to choose digital audio ads over CTV ads. Nothing tells your story as well as video, and CTV has the benefit of delivering your message with both visual and audio content. For this and other reasons that we regularly discuss in this newsletter, we believe that CTV is the premier format, and should receive the bulk of nearly any campaign budget.
But this does not mean that audio spending should be zero, as it is for the vast majority of campaigns. The most advanced campaigns are in that 11% of the slice above. They recognize the value created by this misallocation and include digital audio in their campaign plans, typically without competition from the other side. And they do thisat a value price that allows them to deliver more messages to their audiences.
Three Ways To Operationalize This Email
🔱 Review your recent campaigns and check your video vs. audio spend.
🔱Explore the latest in digital audio advertising options including programmatic advertising to your precision targets across podcasts, streaming music, streaming radio, and audio books.
🔱 Make digital audio a standard piece of your advocacy campaignsmoving forward.
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