{"id":11884,"date":"2024-02-15T08:00:38","date_gmt":"2024-02-15T13:00:38","guid":{"rendered":"https:\/\/libsyn.com\/blog\/?p=11884"},"modified":"2024-02-15T12:51:49","modified_gmt":"2024-02-15T17:51:49","slug":"the-long-term-audio-strategy-trending","status":"publish","type":"post","link":"https:\/\/libsyn.com\/blog\/the-long-term-audio-strategy-trending\/","title":{"rendered":"The Long-Term Audio Strategy \u2014 Trending"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11884\" class=\"elementor elementor-11884\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c5792ff e-flex e-con-boxed e-con e-parent\" data-id=\"c5792ff\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8ef5e41 elementor-widget elementor-widget-text-editor\" data-id=\"8ef5e41\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Does your long-term media plan include an audio strategy? It should. After listening to a recent episode of Sonic Truth, the possibilities of podcast advertising, its current power, and dynamic evolution, are apparent.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Recognizing that more and more people are listening to podcasts to learn, inform, and entertain, means a market just waiting to be tapped \u2014 and it is. This particular episode spoke to the eminent value of the host-read ad but also offered new ideas about incorporating pre-recorded programmatic ads into the mix.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It detailed the unique collaboration of the podcast ad network, the advertiser, and the attribution service, as well as the many data points that could be mined from audio campaigns.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4caa524 elementor-widget elementor-widget-heading\" data-id=\"4caa524\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Our Four Big Takeaways on Audio Strategy:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f9aad1c elementor-widget elementor-widget-heading\" data-id=\"f9aad1c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1. Collaboration with a Podcast Advertising Network<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6860bf4 elementor-widget elementor-widget-text-editor\" data-id=\"6860bf4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">If you are planning to try an audio campaign, the best thing you can do is to partner with a network. A network can help you parse through the ad inventory available, align content and determine a buy that meets your target and budget. Those in the industry know what has worked before for similar or adjacent companies so their starting point is far more informed. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">In addition, they will know best how to parse creative assets, pre-recorded or host-read, to achieve the reach and results you want. They know their show demographics inside and out. For a recent B2B campaign that HubSpot ran with AdvertiseCast, the target was specifically business decision-makers.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cde91df elementor-widget elementor-widget-heading\" data-id=\"cde91df\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. Testing &amp; Learning<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a974e elementor-widget elementor-widget-text-editor\" data-id=\"07a974e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Because of the ability to track engagement via attribution pixels, podcasts are tops for testing creative assets and unearthing impressive data about what works and what doesn\u2019t. You can test host-read via pre-recorded ads. Try testing one creative approach vs. another. You can test almost anything to hone creative and target for far less expense than traditional media buys. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">For instance, HubSpot not only tracked conversions, but was able to compare traditional ad assets to a new riskier \u201cPirate\u201d campaign to see what worked best. No other medium provides this level of tracking.\u00a0 The results are invaluable.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e15bb8 elementor-widget elementor-widget-heading\" data-id=\"2e15bb8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. Did We Say Invaluable?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e59d053 elementor-widget elementor-widget-text-editor\" data-id=\"e59d053\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The same HubSpot campaign drove above benchmark conversion rates and a 20% incremental lift across three categories: awareness, favorability, and intent, according to a study conducted by Veritronic. As a result, HubSpot became more secure in embracing their \u201criskier\u201d Pirate campaign and running it globally as well as having data on which to build future campaigns.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5cc3595 elementor-widget elementor-widget-heading\" data-id=\"5cc3595\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. The Future of the Audio Space<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4697da76 elementor-widget elementor-widget-text-editor\" data-id=\"4697da76\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">\u2026 is overwhelmingly positive. According to everyone involved, <\/span><span style=\"font-weight: 400;\">Katie Boline of Hubspot, Marques Pfaff and Reggie Risseeuw of AdvertiseCast, and Kristin Charron, VP of Marketing at Veritonic, podcast advertising continues to trend upward and its potential is incalculable. More and more, investment in audio as an advertising medium allows buyers to both pinpoint target and mine attribution data and brand metrics, unlike other ad vehicles.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Katie from HubSpot also mentions some things she&#8217;d like to see happen as the medium evolves, but you\u2019ll have to listen to the podcast, <\/span><a href=\"https:\/\/thesonictruth.com\/taking-risks-measuring-roi-and-development-of-long-term-strategy-in-audio\/\"><span style=\"font-weight: 400;\">Taking Risks, Measuring ROI, and Development of Long-Term Strategy in Audio<\/span><\/a><span style=\"font-weight: 400;\"> to hear what she has in mind!\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Does your long-term media plan include an audio strategy? It should. After listening to a recent episode of Sonic Truth, the possibilities of podcast advertising, its current power, and dynamic evolution, are apparent. Recognizing that more and more people are listening to podcasts to learn, inform, and entertain, means a market just waiting to be [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":15103,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1199,1740],"tags":[1671,1871,1873,1701,1877,1876,1872,1870,1667,1200,1874,1875],"class_list":["post-11884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast-advertising","category-libsynads","tag-advertisecast","tag-audio-strategy","tag-creative-campaign","tag-dynamic-ads","tag-long-term-audio","tag-long-term-media-plan","tag-marketing-plan","tag-marketing-strategy","tag-podcast-ads","tag-podcast-advertising","tag-podcast-advertising-results","tag-sonic-truth"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Does your long-term media plan include an audio strategy? 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