{"id":392,"date":"2023-08-31T15:21:34","date_gmt":"2023-08-31T09:51:34","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=392"},"modified":"2023-08-31T15:21:34","modified_gmt":"2023-08-31T09:51:34","slug":"cracking-the-code-new-research-explores-audio-creative-in-podcast-ads","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/cracking-the-code-new-research-explores-audio-creative-in-podcast-ads\/","title":{"rendered":"Cracking the Code: New Research Explores Audio Creative in Podcast Ads"},"content":{"rendered":"<h2><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-393 size-large\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-1024x546.webp\" alt=\"Podcast ads\" width=\"640\" height=\"341\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-1024x546.webp 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-300x160.webp 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-768x410.webp 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-1536x819.webp 1536w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-2048x1092.webp 2048w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-150x80.webp 150w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/h2>\n<h2><strong>Decoding the Impact: Unveiling Audio Creative&#8217;s Role in Podcast Advertising through Recent Research<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The majority of listeners across the MENA region are content with advertisements for free content.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">DUBAI The audio analysis and research platforms Veritonic joined forces with independent podcast producer Acast to publish a new study about <\/span><a href=\"https:\/\/www.paytunes.in\/\"><span style=\"font-weight: 400;\">advertising for podcasts with programmatic<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was reported that there were 5.1 million regular listeners to podcasts across Saudi Arabia last year, according to figures from Marketers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the MENA region In the MENA region, 83 per cent of listeners of podcasts reported being content with ads on <\/span><a href=\"https:\/\/sarvaguide.com\/\"><span style=\"font-weight: 400;\">free content<\/span><\/a><span style=\"font-weight: 400;\">, according to statistics from the same firm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This makes it more vital for advertisers to tailor their advertising to the ever-growing podcast audience.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Hope is not a strategy; it&#8217;s no longer enough for a brand to create an audio asset and simply hope it&#8217;ll move the needle,&#8221; said Scott Simonelli, CEO of Veritonic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers must be innovative in their audio ads &#8220;to ensure they are putting their best audio creative forward, regardless of how the ad is purchased or served,&#8221; said the expert.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The study was conducted throughout the US, Australia, and New Zealand, as well as Europe, the Middle East, and Africa region, to discover similarities and distinctions in the programmatic podcast advertisements that are offered across markets and to assist media buyers in determining the best methods to use programmatically for <\/span><a href=\"https:\/\/www.paytunes.in\/\"><span style=\"font-weight: 400;\">podcast advertising<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The two companies found and evaluated the effectiveness of podcast advertisements that were transacted programmatically using Acast across various industry verticals such as tourism, automobile healthcare, retail, and entertainment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The team analyzed the ads on topics like ad length, the volume of voiceovers as well as the gender of voiceovers the using sound effects, and call-to-action spots.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most ads were at least 30 seconds long, mainly within the US and the EMEA region.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every market has shared similarities in the use of voiceovers using single voices. Content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, some differences existed between different markets regarding the gender-specificity of voiceovers. In the US, most advertisements analyzed had female voiceovers, while 47 percent had male voiceovers, while the remainder had female and male voiceovers.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In EMEA, However, 47 percent of the voiceovers featured female voiceovers alone, 27 percent had male voiceovers only, and 26 percent had both male and female voiceovers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ads with female voices performed 3 percent higher than the average Veritonic standard intent score used for ads on a podcast.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The entire world employed audio effects in fewer than half the <\/span><a href=\"https:\/\/www.paytunes.in\/contact\"><span style=\"font-weight: 400;\">programmatic advertising<\/span><\/a><span style=\"font-weight: 400;\">, which suggests this could be a new developing trend.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sound effects, like phones ringing, birds chirping, and engines revving. These were utilized in the majority of programmatic advertisements from the US; 38 percent came from Australia and New Zealand, and 33 percent from the EMEA region.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The study also examined ads that included an appeal to take action. Of the ads studied, 67 percent featured a calling to move toward the bottom of the ad, scoring one percent more than the standard Veritonic baseline intent score of a podcast advertisement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;The vast Middle East and North Africa region has reminded us that there are endless stories to be told and countless connections to be made,&#8221; Megan Davies, Acast&#8217;s international managing director Acast and Acast International, told Arab News.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Davies said: &#8220;It feels as though we&#8217;ve entered into an environment with rich content and eager advertisers, and we&#8217;re here to connect the dots with an integrated business model that can bring all podcast businesses together. This is a goldmine with potential, waiting to be recognized and accepted.&#8221;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Acast began its launch in the MENA region in May of this year. It has since accumulated an overall reach of 5.4 million monthly listeners throughout the UAE, Saudi Arabia, Egypt, Iran, and Israel.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Decoding the Impact: Unveiling Audio Creative&#8217;s Role in Podcast Advertising [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[10,12,18],"ppma_author":[321],"class_list":["post-392","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast-advertising","tag-paytunes","tag-podcast-ads","tag-podcast-advertising","author-user"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cracking the Code: New Research Explores Audio Creative in Podcast Ads<\/title>\n<meta name=\"description\" content=\"Dive into our latest study decoding the influence of audio creative in podcast ads. Unlock insights into effective advertising strategies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/paytunes.in\/blog\/cracking-the-code-new-research-explores-audio-creative-in-podcast-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cracking the Code: New Research Explores Audio Creative in Podcast Ads\" \/>\n<meta property=\"og:description\" content=\"Dive into our latest study decoding the influence of audio creative in podcast ads. 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With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space. He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award. He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media. Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.","sameAs":["https:\/\/paytunes.in"],"url":"https:\/\/paytunes.in\/blog\/author\/user\/"}]}},"jetpack_featured_media_url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2023\/08\/Explores-Audio-Creative-in-Podcast-Ads-scaled.webp","authors":[{"term_id":321,"user_id":6,"is_guest":0,"slug":"niikhil-admin","display_name":"Nikhil S","avatar_url":{"url":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg","url2x":"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2024\/05\/2151125241.jpg"},"author_category":"1","first_name":"Nikhil","last_name":"S","user_url":"https:\/\/paytunes.in","job_title":"","description":"<span style=\"font-weight: 400\">Nikhil Suman is a Digital Marketer and SEO expert currently serving as Marketing Manager at Paytunes. With over 8 years of experience specializing in Google Ads, Meta Ads, SEO, and web design, Nikhil plays a pivotal role in driving the digital marketing strategies that power Paytunes\u2019 growth in the audio advertising space.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has played a key role in driving Paytunes\u2019 digital marketing initiatives, including the development of a weather-triggered audio campaign for TATA AIG General Insurance, which was shortlisted for the \u2018Best Regional Campaign \u2013 APAC\u2019 award.<\/span>\r\n\r\n<span style=\"font-weight: 400\">He has a strong background in search engine optimization with 7 years of dedicated experience optimizing content and campaigns for maximum online visibility and performance. Nikhil worked across various digital marketing positions, steadily advancing his expertise from Digital Marketing Associate to Senior Digital Marketing Executive. Before joining PayTunes, Nikhil worked in digital marketing and SEO roles at UA Consultants, Aile Medicare, Webtech Solution, and Instate Media.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Nikhil holds a Certification Course in Digital Marketing from the Indian Institute of Management Visakhapatnam. Outside of work, he pursues his passion as a part-time musician, blending creativity with analytics to deliver impactful marketing solutions.<\/span>"}],"_links":{"self":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/392","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/comments?post=392"}],"version-history":[{"count":1,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/392\/revisions"}],"predecessor-version":[{"id":394,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/posts\/392\/revisions\/394"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/media\/393"}],"wp:attachment":[{"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/media?parent=392"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/categories?post=392"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/tags?post=392"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/paytunes.in\/blog\/wp-json\/wp\/v2\/ppma_author?post=392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}