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Audio
Audio advertising includes radio advertising and digital audio advertising. Digital audio advertising is advertising on web radio, music streaming sites and podcasts. In the French audio market, radio remains the most listened to. However, 41% of French people have a preference for podcasts, which shows an appreciation of this audio content format. During 2020, podcast production tripled to over 900,000 podcasts created worldwide.
Audio advertising has become an excellent strategy for an advertiser to adopt if they want to launch new products, gain awareness or drive listeners to buy. According to a study by the Sortlist platform: 78% of listeners are likely to decide to buy products recommended in audio content; and 40% of French people have made a purchase following an advertisement in a podcast.
Audio Advertising
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Differences between radio and podcast advertising
Both podcasts and radio provide audio content and share similar production processes. Furthermore, these two media accompany listeners throughout the day and are accessible on multiple devices. However, major differences should be noted in order to choose the audio advertising best suited to a campaign's objectives.
Radio advertising
Radio consists of broadcasting various audio programs that listeners can tune into via FM frequencies. This medium broadcasts news, sports, music, and other programs throughout the day that reach a broad audience. It is a mass medium, unlike podcasts which attract a specialized audience. Radio advertising is planned and negotiated according to time slots adapted to the advertiser's targets; and a radio commercial does not exceed 30 seconds. The rate varies depending on the broadcast times and the repetition of the ad: between 50 euros and 15,000 euros.
>>> See radio advertising offers
Podcast advertising
A podcast is a series of digital audio files with multiple episodes lasting only a few minutes. It involves producing and sharing audio content on specific themes that are very easy to download for listening. Advertising in a podcast consists of mentioning the advertiser's products during the first 30 seconds of the podcast and similarly during the following episodes. It is a non-intrusive approach that allows the listener to engage in active listening. This podcast advertising campaign is available starting from 5,000 euros.
