The Audio Advertising Boom – How Audio Can Help Elevate Your Advertising

It’s safe to assume that we all spend long hours staring at our phones and computer screens these days, and that we have become familiar with the negative effects that this can have on our well-being and mental health. This is not only due to the strain on our eyes, but also due to the overwhelming amount of information that we can now access (quite literally) at the touch of a button.

Our eyes have a limit on how much screen time they can handle before we start to feel the consequences, which can range from headaches and eye strain, to later feelings of fear and anxiety. It’s very important to take regular breaks from our screens, to give our eyes a bit of “downtime”.

But what does this mean for advertising, if people are now becoming more aware of the negative effects that excessive visual content can cause? The answer is simple… audio!

The rise of audio content

When we say ‘Audio’, this doesn’t necessarily just mean music – this can include spoken word audio such as podcasts, audiobooks, and narrated articles.

In recent years, spoken word audio has become increasingly popular, with a growth rate of 30% between 2014 and 2020 alone. According to thesocialshepherd.com, approximately one-third of adults in the UK have now made listening to podcasts a regular part of their monthly listening routine. Audio content is definitely on the rise, and it’s looking likely that it is here to stay.

More audio = less screen time

Many people have admitted to using their phones excessively, which has led to alarming statistics related to smartphone addiction. For instance, half of all smartphone users feel uneasy when they leave their phones at home, and about 26% of car accidents are caused by mobile use while driving.

Although 58% of smartphone users attempt to limit their screen time, only 41% of them succeed in doing so. The younger generations, such as Millennials and Gen Z, are more concerned with reducing screen time, with approximately 70% of them preferring audio to avoid being absorbed in their phones all day long.

Perks of audio content

The beauty of audio content is the freedom that it provides its audience. Audio is a highly versatile form of media that allows us to multitask while listening.

Audio content is the perfect medium to digest while engaging in everyday activities, such as; driving, exercising, cooking, cleaning, or even when you are first getting ready in the morning! With the increased availability and accessibility of audio content, it’s no surprise that it has become the preferred format for busy individuals.

Increased audience engagement

Do you ever find yourself reading the same sentence or page multiple times only to realise that you have no idea what you just read? It’s because our reading can easily turn into autopilot mode while our minds subconsciously wander off and start to think about something else. This often results in a lot of reading without retaining much information at all.

According to tests conducted by UCL Consultants, it has been found that listening to audiobooks can evoke even stronger emotional reactions than watching the same story unfold on a screen. Listeners are free to unleash their imaginations without visual aids, and our minds then create more vivid scenarios, based on the content being listened to.

Using audio as an advertising technique

Many brands are now utilising audio-based advertisements, leading to an estimated 14% increase in digital audio ad spending, which is predicted to have reached around $10.14 billion in 2023.

Audio ads have proven to be highly effective, as they engage the listener’s imagination and allow them to visualise themselves experiencing and enjoying the product or service being advertised. There are alternative ways for brands to reach a wider audience through audio beyond advertising, however.

Audio branding involves incorporating spoken words or music into customer experiences. This can be achieved through various means, such as; adding podcasts to your website, creating unique messages for your phone system, and carefully selecting a mix of music and spoken word recordings for use in physical stores.

Finding the perfect voice for your brand

As audio becomes a more popular medium, people are increasingly likely to tune out if they encounter something they find unpleasant. A big turn-off for listeners is when audio advertisements do not use a voiceover that matches the tone and style of the product being advertised.

Imagine you are listening to a podcast, and an advertisement for a local spa starts to play. It would be expected for this voice to be calm, tranquil, and relaxed, matching the experience of visiting and tempting the listener to visit themselves. Well, picture this – instead, the voice is loud, overbearing, and highly energetic – would you be tempted to visit after hearing this? Would you risk visiting, with the possibility of exiting the premises more stressed than you were when you first entered?

With this in mind, it is important to remember the following when choosing the voice-over artist for your audio content:

• Select a voice that aligns with your brand’s style, tone, personality, and messaging.
• It’s advisable to work with the same actor for multiple audio projects to ensure consistency and build up audience trust.
• Experienced voice actors can offer creative and expert opinions, so it’s worth working alongside them during recording sessions for guidance on the script and vocal delivery.
• Work alongside a professional voice-over agency, so that you know you are in safe hands from the start of your project, to the very end.

In need of a voiceover for your audio content? We’re here to help.

If you are looking to invest in the professional production of your audio content, the next step is finding the right voice-over agency to take your content from just OK to impactful, memorable and valuable.

Matinée Multilingual has 40+ years of experience, recording studios with BBC quality acoustics, expert sound technicians, and a bank of voice actors for you to choose from. We provide you with transparent costing for the entire project so you know exactly how the investment will work with your budget.

Call us for advice on +44 (0) 118 958 4934

Or email project@matinee.co.uk

Or why not listen to some of our featured voice actors to hear the depth and breadth of expert narration we can offer?