Testing Digital Audio Campaigns

Whether it is streaming music, listening to podcasts, or playing an audiobook in the background, people are consistently consuming audio information – and this has only increased since Covid-19, and working from home.

Fabiola Blas

Accompanying this increase in channel consumption is a wealth of opportunity for marketers to increase brand awareness, and drive performance for their business.

Introducing audio advertising campaigns to your strategy can help businesses capture new audiences and expand their reach – without it being a time-consuming and high investment initiative. In fact, testing whether audio is a good fit for your brand can be a quick and simple process that’s relatively pain free and cost effective. 

Using Spotify To Test Audio Advertising 

Although there are plenty of audio advertising platforms available, Spotify has a self-serve advertising platform that allows you to plan, buy, and manage campaigns directly with a budget as little as $250. You don’t even need to worry about audio creative – Spotify offers free voiceover production if you provide a script. Plus, direct platform buys tend to have a lower CPM than DSPs. All you need to do to get started is create a Spotify Ad Account.

1: Develop An Audio Strategy

Define KPIs: 

To effectively measure whether audio works for your brand,  you must first establish your goal and corresponding KPIs. For example, if your main goal is to have as many people hear about your brand, then you will be looking at Impressions and Completion Rate. If you are interested in driving more traffic to your site, you should measure Clicks. All of these metrics are readily available in Spotify’s Ad dashboard. 

Confirm Budget

Budget size will dictate your campaign’s optimal flight time as well as targeting. If you have a smaller budget, focusing on specific locations is a great option to narrow down your campaign. 

Identify Your Target Audience: 

Define which of your brand’s audiences you want to target via audio. Keep in mind that audio resonates with certain demographics more than others. Luckily,  Spotify’s audience targeting capabilities include location, demographic, interest, real-time context, and genre targeting – giving you plenty of options to choose from.  

2: Build The Campaign In-Platform 

Once you have access, start drafting a new campaign and setting up your strategy variables. Spotify has a great tool that shows you the budget delivery likelihood, estimated impressions, reach, and frequency as you start to plug in campaign specifics. You will also be able to submit your script for the free voiceover in this process. After all details have been submitted, set your campaign live.

3: Monitor & Measure Success

Monitor your campaign as it progresses to ensure you are meeting your KPIs. You can make changes to the campaign at any point. 

Once your campaign has ended, look back at your  KPIs and assess the success. Your website analytics tool should also be a great indicator of your audio campaign’s impact. You can measure increased traffic from Spotify (as a source) but also the halo effect that brand awareness campaigns have by digging into increase in traffic during the campaign’s lifetime.  

In 3 steps, you can be on your way to testing Digital Audio Advertising and reaping the benefits for your business – give it a try today!

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