Digital Audio and the New Standard of Personalization

The same goes for audio ads An audience wants to hear messages relevant to them and the numbers show that if you39re not personalizing you39re not up to standardamp821290 of consumers find targeted personalization appealing and 80 are more likely to do business with a company that offers personalized experience So what should you as an advertiser be looking for as the bottom linePersonalized targeting means your ad is more relevant which means your audience is more likely to engage after hearing your messageLoggedin listeners are basically advertiser gold Knowing who is on the other side of the deviceamp8212even info as simple as age gender and geographyamp8212allows ads to be personalized Advertisers get to speak to exactly the audience they want and that audience likely wants to hear what they have to sayIn fact Adobe reports that 42 of people actively dislike when content isn39t personalized to them It39s the same as the coffee orders aboveamp8212listeners are used to having everything customized to themA personalized environment means people are spending more time thereamp8212which means more chances to get in front of your audienceListeners end up listening longer on personalized platforms allowing for more ads to be played while they keep listening For example Pandora listeners listen to about five hours a day of audio versus the average American who listens to about four hours a day More time spent is a winwin for listener and advertiser alikePersonalized ad delivery means your message has a better chance of being heard by listeners who are at a receptive point in their listening journeyPersonalization isn39t just about the content itselfamp8212it39s also about timing No one likes being interrupted right as they are getting into their listening groove That39s where intelligent ad deliveryamp8212a feature exclusive to Pandoraamp8212comes in By recognizing individual listener patterns ads are delivered to them just at the right momentamp8212a process that supports both the listening experience and advertiser goalsFor example younger listeners tend to skip from song to song in the beginning Serving up an ad to them right away could turn them off them as they haven39t settled into their listening experience yet In turn older listeners tend to pick a station and keep it on allowing an advertiser to deliver a message earlier on and have it still be wellreceived We think of this as a listener39s quotpersonal clockquotamp8212knowing the flow of each individual39s habits so they hear ads when they39ll be most receptiveThere39s nothing like providing that personalized experienceamp8212whether it39s a cup of coffee or the product your consumer was looking for From targeting to delivery that39s just what Pandora39s personalization does for you To find out more talk to our team to explore how personalization can help you make an impactReady to take your current audio strategy to the next levelamp160 To learn more read about our other audio best practices and advertising capabilities here wwwpandoraforbrandscomSource Epsilon quotThe power of me The impact of personalization on marketing performancequot Jan 2018Source 2018 Adobe Consumer Content SurveySource Edison Share of Ear Q2 2019Originally published on Pandora for BrandsClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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