By Elie Kauffmann, head of sales, EMEA, Audion
There’s been some interesting debate recently on the traditional marketing funnel, a long-term mainstay of marketing strategies the world over.
On the one hand, the thinking is that the focus on channels has almost run its course as media, technology and consumer behaviour continue to change. Content is more critical.
But the other side of the coin is that, while not perfect, the funnel is far from over – the key is to think of it as a model that offers a straightforward way to look at creating demand, rather than it being 100% prescriptive.
Based on our digital audio advertising experience, we believe the funnel is alive and well. Yes, it’s evolving – it would be strange if it didn’t – and it still provides a valuable lens for understanding how audiences move from discovery to purchase.
Audio accompanies our day
Critical to remember here is that consumers don’t think in channels – they hop from device to device, platform to platform, without thinking about it, consuming content in the form that best suits their needs, location, activities, etc, of that moment. They just want a seamless experience that fits how they live their lives.
And that’s where audio can provide a winning formula through the journey from awareness, through consideration to eventual purchase, and even beyond that by keeping customers engaged. A huge strength is the accessibility (ad-supported radio, podcasts and music streaming reach 76% of UK adults every week) that sees it accompany so much of our daily routine – from waking up to a radio alarm, listening to podcasts on the commute, streaming music in the office, and interacting with a smart speaker while preparing the evening meal. At the same time, it is non-intrusive, but also personal and immersive.
Audio is often associated with creating broad awareness and introducing brands to new audiences – catchy jingles on commercial radio (live or streamed) for example. But this is just the tip of the iceberg (or, in the context of this article, top of the funnel).
Let’s look at how it might work.
Awareness, consideration, conversion
As discussed above, audio is ideal for introducing a brand to an audience – the awareness stage at the top of the funnel. In this phase, mass-reach audio formats such as digital radio or streaming platforms are ideal for capturing attention. A retail brand launching a new season clothing collection for example can use 20-second ad spots on a music streaming app to plant the first seed of recognition. Brand uplift studies deployed after people have been exposed to these campaigns measure uplifts in brand recall and sentiment.
When it comes to consideration, audio ads can provide more detail, deliver richer narratives and encourage listeners to engage further by learning more about the offering. This is where podcast sponsorship – with ads narrated by someone already trusted by the listener – can shine. Using the automotive industry as an example, a car manufacturer could sponsor a podcast about travel or sustainability, with the host sharing a personal anecdote focusing on the vehicle, and a call-to-action of exploring more on the brand’s website.
The final stage of conversion is a task for formats such as voice activated ads for smart speakers targeted at users who have shown interest in the topic; these need to drive store visits and online purchases. This is a task for the more interactive and personalised formats that are being enabled by advances in technology such as Dynamic Creative Optimisation (DCO). For instance, a financial brand can retarget listeners that have previously engaged with content about smart ways to save money with ads that prompt them to open a new savings account.
Audio wears many hats
Throughout the funnel, programmatic audio and data-driven targeting deliver the right message, at the right time, to the right listener. And AI is enabling levels of personalisation that have previously only been dreamed of; DCO for audio allows brands to deliver hyper-personalised messages tailored to each listener’s context, behaviour or location – a capability that Audion figures show can increase uplift by almost a third across the entire funnel. AI also enhances audience segmentation and targeting, while also optimising campaign performance in real-time.
At the same time, audio complements other media advertising, reinforcing the messaging and often boosting recall, engagement and conversion rates.
Going back to the opening arguments, this is about content, because what is in the ad will depend on the branch of audio being used and at which stage of the funnel. But it’s also about the channel – because audio’s versatility enables it to play many roles.
