Digital Audio’s Lucrative Possibilities

Advertisers cannot afford to ignore the lucrative possibilities of digital-audio advertising on smartphones.

Hundreds of millions of people around the world listen to internet radio and podcasts — and, more than ever, they’re listening via mobile devices. With listeners emotionally invested in their chosen broadcasts, targeted audio advertisements have the potential to make digital marketers a lot of money.

The keyword is “targeted.” Irrelevant advertisements are likely to annoy listeners and even cause them to change stations. Taking a haphazard, scattershot approach to audio advertising will only waste your money and your time.

To yield the highest return, you need to take advantage of the abundance of user information available on smartphones, and you need to use this information to target individual listeners based on their personal interests, demographics and current location.