SXM's Advice to Advertisers: Increase Your Variety of Audio Messages

The current universe of audiophiles is different than those in the past and they were a great audience for brands to attract said Lizzie Widhelm Senior Vice President ofamp160SXM Media39s ad innovation and businesstobusiness marketing operations It is less about age and more about their diversity of backgrounds and desire to impact the culture around them Establish ways to connect with this audience and you39ll be hip in their mindsquotMy gut tells me there39s so much growth ahead of usquot Widhelm said speaking at a recent Advertising Week New York session quotIt39s about creating diversity of content It39s about programming for this marketquotAdvertisers will create more successful audio campaigns if they stop making one or two messages that play everywhere Instead they should start crafting multiple spots that can be placed with specific radio programs or podcasts said Denise Karkos Sirius XM39s Chief Marketing Officeramp160quotThat39s the competitive advantage we39re creating and democratizingquot she explained quotWe39re representing all voices This will be a game changer for our businessquot She also noted that it39s wise to invite program creators to have a say in the way advertising is presented during their airtime or podcasts noting quotWe must give creators the space to have their own voicequotWidhelm and Karkos suggested that one successful approach involves modernizing the ways commercials were handled in the glory days of radio between the 1930s and 1950s In that era messages were delivered live as testimonials by stars or announcers on various series or incorporated into the content of popular comedy and drama seriesquotIt39s time to develop more intimate connections with listenersquot Karkos said She asked the ad community to consider some questions quotHow do you make that intimate offering scalable and how do you invite brands to get in to this environment You want to look and create a mood You want to match campaigns to the specific audio mediumquotquotBe open to your brands showing up in a new wayquot Widhelm addedSXM is currently running a national TV campaign that invites people to spend more time checking out what39s available on Sirius XM Pandora and Stitcher Kevin Hart is among the Sirius XMPandoraStitcher content contributors involved in the campaignClick 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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SXM's Advice to Advertisers: Increase Your Variety of Audio Messages

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Simon Applebaum

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