The game is about consumer expectations. Brands are challenged to push the boundaries of possibilities in pursuit of new ways to connect with consumers.
The price is being chosen. Today’s consumers are conscientious about choosing only what they like. People decide quickly whether they’re interested or not. If not, they’re likely to move on quicker and don’t pay attention to your story.
Your holistic story and individual messages must be relevant and spot on to engage your audience. Personalization and timing are key.
“If you aim for mass (another word for average), you’ll probably create something average. Which gets you not very far.” – Seth Godin.
Programmatic audio buys provide a great solution to start to connect with prospects at the moments where those needs are greatest.
Programmatic audio buys enable you to target smaller audiences with specific needs and characteristics. A great way to specify which specific audiences to target is segmenting the market in a way that is needs based, not the usual demographic segments that are broken down by age and income.
“We’ve done research in one of the markets in the Netherlands with TNS that shows that people on average are paying 17% more attention to our ads than standard radio.” – Marco Bertozzi VP Head of sales, Europe, Spotify
Measure success and analyze feedback to fine-tune your primary target audiences and successfully start to expand into new audio categories within a broader media plan.