In 2018, the number of news on developments in the field of music streaming and voice technology is through the roof. The US is already every fifth man of the house is a “smart column”, experts unanimously predict that by 2020 half of all search queries in the world will be a voice in Russia had his own column with a voice assistant from Yandex (Alice are already 30 million people), their voice assistant is also planning to develop Mail.Ru Group-the largest streaming services Spotify and Music Tencent IPO. Voice becomes mainstream in the very near future, screens will be needed less often, but brands will have to adapt to the era of the voice first when packing and place on the shelf as the main drivers of sales give way to the conformity of the product characteristics of the most typical search queries and how the sound image of the brand (name, slogan, corporate jingle) is deposited in the minds of consumers. Therefore, the views of advertisers and advertising agencies are increasingly turning to the possibilities of advertisements. In the U.S., the market for online audio advertising is growing faster than the digital advertising market as a whole. Sostav wrote about the recent Mediascope study, which measured the consumption of audio content and the attitude to the online audio advertising in Russia. How do advertisers react to this format? Yulia Dyachenko, commercial Director of the Agency for Digital Audio (the largest seller of online advertisements in Russia, the possibility of social networking Mail.ru Group “Vkontakte”, “Odnoklassniki”, “My world” and music app “Boom”) shares the results of the study “The rise of The digital audio advertiser”, conducted by MTM on order Global* from November 2017 to February 2018 in the UK. The British market for online advertisements is a lot more Mature than the Russian, so the findings for advertisers and agencies to keep in mind as a vision for the future segment we have. The researchers interviewed more than 200 managers and senior managers (General Director, Director of marketing and strategy, managing partners) on their perceptions of online audio and the role it plays in their strategy and media plans. In addition, with 12 top managers of the leading agencies (Amplifi, Havas, Mediacom, OMD) and major advertisers (eBay, TalkTalk) conducted in-depth interviews, some quotations are presented together with quantitative results. Advantages of advertisements Today people interact with is almost continuously — at home, on the way to work, during work. Visual perception is overloaded, resulting in a significant part of advertising is by consciousness — we do not pay attention to it as well as other processes around us that we are not a direct threat or benefit. This protective mechanisms of the brain, used for centuries and allows one to live a balanced life, not reacting to every stimulus from the outside. While the auditory channel of receiving information uploaded to a lesser extent, especially if one artificially restricts the flow headphones. In such a situation, contact with the is is effective. “There is an element of the secret of belonging, when people allow you to enter a limited and even intimate environment while listening to your favorite music in the headphones. Many advertisers understand this, they can dialogue with the consumer personalized bar and get much more involved audience,” says Tom Koar, head of OMD audio. 86% of the participants of the survey believe that advertising in online audio — a great opportunity to communicate with the consumer tete-a-tete. Traditional radio no one is going to be discounted, but in advertising in an online audio Agency see more opportunities. 87% of respondents believe that online audio is seamlessly integrated into daily life and blends well with other classes. That Koar: “Radio has always worked well when we had to catch people in motion, and we always used. Audio outputs this to a new level, and you are integrating into the greater number of content that people consume throughout the day.” Importantly, what mood the people are in the moment when they come into contact with is. The music plunges into a state of high receptivity and the desire to obtain pleasure is the effect of the neurotransmitter dopamine, which is released in the body when listening to favorite tracks that trigger an emotional response. Feel it and study participants MTM: 74% of respondents believe that digital audio has a high engagement of listeners. Digital audio is one of the few media channels (along with the UN) that allows you to reach people who are busy with something and at the same time involved in communication with you, you can refer to them when they enjoy things that cannot be done any other way and no other media. Coverage the Number of “streamers” — people who listen to audio streaming, is growing from year to year. 86% of respondents notice that the online audio listen to more people than ever before. The development of the music streaming has not led to the fact that people switched from radio to online audio and it also see the Agency: “the Total audience of advertisements increased due to digital audio — it does not flowed from terrestrial radio. So, if you are able to find the right balance between consumer audio and traditional radio, you reach the large audience that consumes content” — with the assertion that the format of the digital audio allows you to increase the audience, I agree 84% of the participants Targeting Online advertisements is a hybrid of radio and digital, with digital it takes one of the best tools — targeting. It’s valued clients — says marketing Director of British Telecom operator TalkTalk David Parsloe: “Digital audio gives you excellent targeting capabilities. From the point of view of conveying ideas, we can target our audience specific advertising message, in this case we know who gets it, what time of day and that he listens.” Agencies targeting allows you to build cross-channel interaction. “We were attracted by the opportunity to combine online audio and UN-ads that “talk to each other”. For example, we can apply geo-targeting and give an audio advertisement when the consumer passes by, it’s cross-platform communication, and it is admirable!”, says Charlie Yates, partner, Mediacom. Good opportunities for targeting format digital audio noted by 81% of respondents. For targeting should creative relatively low cost of production of promotional materials in audio advertising allows targeted campaign. “If you have a specific message, digital audio gives you the technical ability of the dynamic of creativity: a personal message to a specific person at a specific time of day, 46 000 versions of the same movie,” — said the representative of the Agency. The possibility of dynamic creativity makes the digital audio attractive format for 78% of study participants, and some distinguish it as a decisive factor. “The main advantage of digital audio is that targeting can be linked to creativity. We can be sure that our creativity is absolutely suitable for our audience,” says James Weinberg Agency m/SIX. New trend One of the trends in the last couple of years — a gradual transition to the “voice era”: the development of “intelligent assistants” (such as Siri from Apple and Amazon Alexa) pushes us to the fact that soon, some of the time people will hold in General without the use of the screen — already a significant part of search queries, simple commands, and even making online purchases is voice. This means that advertising interaction should be adapted to the new reality, and the most advanced advertisers and agencies are aware of this. 79% of respondents believe it is important to be able to reach their audience across devices with voice control, and 68% are going to create ads specifically for these devices. Flora Williams, account Director at Vizeum: “Voice control will affect how the brands perceive themselves in an audio environment, and they will need to create your sound.” What’s with the price? Digital audio — a tried and tested format, such as banner ads or online video, so pay attention to its economic viability increased. “We are still familiar with the format of digital audio, but engagement and other brand metrics are significantly higher than, for example, pre-roll video-on-demand,” says rich Hall, head of research at Havas Media Group. 84% of survey participants claim that the proportion of digital audio into their media plans will grow, and 80% intend to increase spending on advertising in the segment of digital audio compared to the previous year. “Customers are very careful with their budgets and looking for advertising that works. If you are using digital audio and reach people relevant ads, and you can prove it works on 15% effective, then it is a good investment. Even if advertising is 5% more expensive than is justified”, — says Claire Peters, Executive Director and head of planning, Manning Gottlieb OMD. Problems Although advertisers and agencies agree on the prospects of digital audio (77% believe it will be a mandatory part of any media mix by 2020), at the moment the industry has not adopted it fully. The results of the study MTM has identified three areas of concern: lack of understanding of the potential of the format in the field of creativity, lack of understanding of how audio can be combined with other channels (in particular radio) and measurement of the effectiveness of digital audio in the media mix (ROI and attribution model). “I do not remember a case that came to me from a client and said, “I Have audio, what you can do with it via digital?” This was not, but it should be,” says Agency founder Agenda21 Pete Robbins, bearing in mind that clients do not use features such as 3D sound, audiorenderer (associating the product with certain sounds) and creative ideas on the basis of personalization of treatment. However, some clients try to realize the potential — marketing Director of eBay Gareth Jones talks about his experience: “We have sent special briefs to our creative Agency, that they thought about the possibilities of 3D listening: how can we use immersed people in the online audio? After all, 75-80% of people listen to it in headphones”. Despite the external similarity of advertising on radio and online audio, these formats should not replace but complement each other. While it is understood only by those advertisers and agencies who already have experience posting in online audio: “We use digital audio for the audience, it is difficult to measure, but soon we will have this powerful tool. There is also the element of creativity — how to convey the message to your audience a better way, including the possibility of outdoor advertising, banners, etc. Digital audio is more than just an appendage to the radio,” says Charlie Yates from Mediacom. Compared to other, older formats of digital advertising (banners, VOD, digital OOH), online audio yet suffers from a lack of measurable contribution to the ROI of the campaign. “It’s hard to say something about the ROI of advertisements because it is part of the media mix, and since this is a new channel, yet there are few econometric studies to correctly measure it,” says Tom Koar of OMD. I agree with him James Weinberg of m/SIX: “Digital audio — a more expensive format because it is more targeted and premium, and captures a different audience. The advertiser is willing to pay for it, but we have no convincing information about the ROI. We need to see her!” Conclusion the study Authors make several conclusions about the relevance and prospects of the digital audio advertising market in the UK: the Format gives advertisers new consumer context — it seamlessly fits into the daily activities of consumers and is a great complement to other activities. Advertisers and agencies appreciate the online audio for the high involvement of users and the opportunity to speak to them one-on-one. Digital audio appealing due to new features, including enhanced targeting, dynamic creatives and auction purchases. With all this format needs to grow, closing the gaps that currently there are complaints from customers — in particular, measurable contribution to the ROI. You also need to develop the educational function of the potential structures is not fully understood. Yulia Dyachenko, commercial Director of the Agency for Digital Audio: “the Format of advertising in an online audio in Russia began to gain momentum towards the end of last year, and now it is already quite a Mature current market. On our sites already placed about 75% of top advertisers, and their structure by product category begins to repeat the structure of the digital advertising as a whole. Also the advantages and the problems identified in the study of British colleagues, current and have. Online audio is used by the advertisers is not full, so we do our best to inform you about this market and show best practice from the field of foreign cases. Online audio ahead of the same rapid growth as online video a few years ago, so those who already realize the benefits and learn to communicate with their customers in an audio environment, you’ll be on a horse.”

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