In the boom of everything audiovisual, the sound had been somewhat eclipsed as a content channel and as an advertising scenario. Radio may have been the flagship medium of communication for part of the 20th century, but television managed to eclipse it for the rest of the century. The technology of the 21st century has brought the streaming boom, the appearance of new communication channels, the omnipresence of mobile phones and the eclipse of television. Surprisingly, it has also brought a revival of sound.Of course, this does not mean that the radio of a lifetime is returning and that the content and advertising format that was associated with it is recovering. The situation is different, but – as happened with the launch of formats such as the online video ad – the old advertising techniques are experiencing a revival as inspiration for the new ones.In recent years, podcasts have seen a boom and boom time. The fact that the major players in the market have begun to enter the war for the podcast market makes it very clear how that market has evolved and what you can expect from it. The majors are investing in recruiting talent and creating a content fork because they have seen growth in their advertising potential.If in recent years the supply of content had grown notably and so had listeners, the last few months have provided a new boost for this market. The months of confinement and reduced mobility to limit the impact of the coronavirus and contagion have increased listeners to podcasts , thus increasing their business potential.But the crisis has not only increased podcast listeners, but also increased the use of other sound devices. The intelligent speakers have become one of the products to the rise in the tech market.

The big brands are launching their own devices (and there is already a market war between the Uganda Email Lists giants, such as Amazon or Google, to gain the widest possible quota) but they have also begun to mark the agenda in search, opening new needs for the brands and their SEO strategy, and, of course, how they advertise .During the months of confinement, as they recall in AdWeek , the use of smart speakers has been on the rise and with it has put in a prominent way a new ad format, the ad designed for that space and for that environment.These types of ads are inspired by traditional radio advertising, although changed for the times, and, according to the American media, they are having a good reception among listeners.Are these new digital sound ads one of the rising formats for the future of online advertising?How Internet users receive themIn general, sound ads on the internet are very annoying. They are one of those advertising formats that Internet users find irritating.

However, when what is being accessed is sound content, they fit the format and what is being done and are not viewed in a negative way.According to data from Adobe collected by AdWeek , during the months of confinement, American consumers used their smart speakers much more and also heard more ads on their smart speakers. 46% of those surveyed recognize that they used them more often and 51% that they heard advertisements in them (compared to 25% who remembered the advertisements in the same study in the previous year).

The interesting thing is not only that users heard that advertising, but also that they processed it in a positive way. 58% of those surveyed say that these sound ads are less intrusive than advertising in general (in 2019 they were 43%) and 52% even point out that this advertising connects more. 57% see it as more relevant.Data from the Adobe study also indicates that sound advertising increases recall and impacts purchasing decisions. 51% of those surveyed believe that it is easier for them to remember the brands they heard in those ads and 53% that they have made a purchase after an audible ad.

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