Maybe until a few years ago, anything that was related to just audio was seen as something of a somewhat limited scope. After all, audio was radio, and radio had been in a somewhat difficult situation for a few decades. Since the appearance of television and its popularization, radio had lost its momentum and had seen how its space was being us cell phone database occupied by this new player. At the same time, new situations were taking place that made things not go for the better. A few years ago, journalism students were taught that radio had a serious audience turnover problem.
Although the first attempt to digitize radio, the jump to digital radio (the equivalent of the jump to DTT on TV), did not work in many countries (including Spain), the revolution of the new times has ended up reaching, in other ways, the radio by opening the market for simply audio content. This revolution has completely changed how content is consumed, but also how these channels work within the marketing strategy.
As they recall in an analysis in The Drum , in recent years music on demand services, such as Spotify or SoundCloud, and the boom in podcasts have had a certain impact on the audio market. There is a kind of rebirth of radio taking place, even though it is doing it in a different way than it was in the past. What is maintained is that the emotional weight that is given to the messages received through these channels continues to be very high.
What impact is this having and how is it changing things in marketing and advertising? That is the question they have asked themselves at The Drum and a few trends can be drawn from their conclusions.
Podcasts are becoming more and more common
More and more citizens are listening to podcasts and also paying attention to the messages they share. A British study pointed out that a quarter of adults had listened to a podcast in the last month and of them 76% had followed something that had been announced on the program. The data on the Spanish market are much better, it must be remembered. Figures from Statista and Business Insider pointed out not long ago that Spain was one of the countries in which podcasts were most listened to in the world and that 40% of Spaniards with internet access did so.
The figures on the future of the market are positive, as – returning to the conclusions of the analysis of The Drum – shows that the giants of the industry, like Google, are investing more and more money in this field. The market is already growing by leaps and bounds. Programmatic advertising in podcasts, for example, grew in 2017 by 85% compared to 2016. Advertisers will use this platform more and more and will do so to reach young listeners with some educational level, who are the ones who make up the typical market. listeners.
The streaming boom has consolidated as something of the day to day
Before the video streaming boom, there had been audio streaming. Companies like Spotify established a new way to access audio content and connect not only with music but also with brand messages and advertisements. As you recall in the analysis, these types of companies have access to a large amount of data about their users, about their musical preferences, their demographic data or their habits. And, since they are online ads, you can track what consumers do when they receive the message much better. As the VoD boom ramps up and marketers give it more weight in their strategy, so will streaming.
It may be just starting, but the voice already has a prominent weight
Voice assistants and associated smart speakers came into the lives of consumers very recently, but their growth and development is going from strength us cell phone database to strength and what also means that the companies that launch them are getting them to be increasingly present in more houses. Some more optimistic studies (as happened with one of Comscore) indicate that next year 50% of searches will be voice.
All this means that companies have to start thinking about their strategy well and working on SEO for voice, since its weight will not stop increasing. The search data that Comscore estimates may not be delivered, but it will still be very important.
The radio is experiencing a kind of revival
The data used by The Drum to reach this conclusion comes from the British market. In 2018, in that market, the radio starred in records in advertising investment. Signings and launches of highly specialized radio stations are marking the agenda. Although in the conclusions of the study they recognize that it is not the first channel in terms of advertising and marketing, they point out that it should not be underestimated.