Inside an Audio Ad's Daily Journey: SXM Media Shares Storytelling Content

Advertisers can choose their own adventure Those who prefer a textbased experience can read the storybook version of the campaign while auditory learners can immerse themselves in the audiobook Both illuminate how ads on SXM Media can adapt to different activities dayparts moods and content genresThe ultimate message is clear amp8220Regardless of what your audience is listening to or what time of day it is or what device theyamp8217re on we can reach and target them in simple moments yet ones that resonate throughout their day amp8221 said Crystal Park VP of Industry Marketing at SXM Media amp8220We really wanted to take advertisers on a journey to show them how pervasive their message can be across SXM Mediaamp8217s satellite streaming and podcast platforms and how they can become a relevant part of a listeneramp8217s experienceEvery time a listener interacts with the ad it is an opportunity for brands to connect with listeners and subtle shifts in tone and message can match moments and contextThe Storybook ExperienceThe storybook invites readers on a journey from the ad39s perspective demonstrating how a brand message moves through listeners39 daily activities There are loads of statistics to discover For example consumers tune in to audio media 48 times per day on average using two different devices and two streaming platformsA sample of other statistics related to SXM Media users includeThey spend up to four hours in their cars per day and twothirds of the time is spent listening to SiriusXM Pandora or StitcherA third of all Stitcher and Pandora listeners tune in to podcast content for 10 hours or more per weekDuring the evening commute from 6 pm to 8 pm 73 of podcast listeners stream podcasts in the carFrom 7 pm to 12 am gaming while listening to SiriusXM is the top indexing activityThe Sonic JourneyThe audiobook is similar to a narrative podcast and was voiced by podcaster Chelsea Devantez host of quotCelebrity Book ClubquotDevantez takes listeners through a typical day of a professional young woman named Alex She starts her morning with coffee and streaming music on Pandora The ad she hears from a tea company is upbeat and festive meant to kick her morning off on a positive noteWhen Alex takes a midday work break she hears an ad encouraging an afternoon cup of tea When she walks her dog or listens to a podcast in her car there39s another ad customized for her The ads move with her and adjusts to each device and location to meet Alex in every moment of her day When she is home cooking dinner Alex turns on a current events podcast and hears another ad for tea This message features a more somber tone to match the podcast contentThe Inner WorkingsHow does the targeting process work SXM Media uses its troves of firstparty user data to create contextually relevant advertising opportunities delivering the right ads at the opportune time Its tech can target ads based on mood activity content genre location and device SXM Media also provides transcription targeting voicetotext technology that can target specific podcast show topics at an episode levelBoth the audiobook and storybook approaches have a big underlying message for advertisers to consider quotThe way we listen to music podcasts talk shows all of that has changed dramatically over the yearsquot says Devantez as she narrates the story quotLong gone are the days of static onedimensional listening and static onedimensional ads are also out the windowquot When done well audio ads are fun interactive and relevantDive into the story of a Day in the Life of an Audio Ad hereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Inside an Audio Ad's Daily Journey: SXM Media Shares Storytelling Content

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Alli Romano

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Inside an Audio Ad's Daily Journey: SXM Media Shares Storytelling Content

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