How to Optimize Digital Audio Adverts

The average Australian consumers currently spend at least 12 hours per week listening to digital audios including podcasts; apps based radios and smart speakers. As we all know, staying ahead of the competition in the current flooded marketplace is challenging. Regardless of the advertising channel you choose, separating your business from competitors using interactive, personal, and timely adverts is vital in the modern market setup.

Therefore, to help you create your digital audio advertising, this post outlines the things you need to keep in mind when you want to optimize your digital audio adverts. Let’s dive in for more.

Definition of Digital Audio Advertising.

This is a form of advertising that allows brands to use their voice to interact with potential customers via digital media. Digital audio strengthens a company’s voice and personality by developing a personal relationship between the brand and customers.

This form of advertisement is commonly available in commercial music streaming platforms like Shopify, Apple music, podcasts, and digital radio stations.

Creative Suggestions To Consider When Optimizing A Digital Audio Advert.

Consider Ad Frequency.

Audios provide a dedicated direct connection, and therefore, it is important to consider how frequently consumers hear your Ad. Definitely, you won’t need the Ad to be annoying, but one that sticks to the memory of your target customers.

The recommended frequency is three to five times every week, but there is room for adjustment depending on factors like types of audience, products, what the Ad aims to achieve, etc. for instance, a new brand will want a more extended frequency than established ones.

Watch On the Length of theAd.

While it is common to find a 30-second audio spot, its effectiveness varies from advertiser to advertiser when it comes to holding your listener’s attention. The shorter 10 to 15 seconds spots can be ideal for this purpose.

However, regardless of the spot you choose, test both spots to determine which ones fit your needs best. Remember to have short, clear, and concise Ads and have 40 words and 85 words for 15 and 30 seconds Ads, respectively.

Ensure Your Messages Are Always Fresh.

As with frequency, you need to ensure that the Ad is memorable and catchy. Use new and entertaining creative that use the brand’s trademarks like jingles.

Audios that have been used for long usually drop in performance. So, ensure that you change new audios every month to feature new deals, products, and longer advertisement campaigns.

Monitor, Analyze And Measure Your Ad Performance.

There is a huge difference between how consumers engage with visual and audio adverts; therefore, when defining your audio Ad KPIs, you should quantify success in an appropriate manner to the environment.

Use the following tips to get success with your audio Ad campaign;

  • Coupons and sweepstakes, retailer details, and social presence through #Hash tags and photo uploads.
  • Request consumers to click on coupon codes, shake or tap to make calls, or fill in a form for further details.

Use Conversational Tone.

Audio streaming is a personal and intimate channel that requires your voice to reflect the same. Consumers are more responsive when adverts are created in a conversational tone-like you are directly talking with them.

Optimize your Ads to target users based on their geographical locations, content, daypart, and other relevant metrics.


Digital audio advertising is a marketing trend that is currently on the rise more than ever. Most consumers listen to audios from around the world. Therefore, this strategy provides a better platform to generate customers for your brand.

At Marketing Catalyst, we create Ad solutions that deliver more clients to your business. Contact us today for digital marketing in Adelaide and for all your advertising needs.