Streaming audio has become a key channel for audiences to listen to radio, podcasts and other audio. It’s also a medium for advertising. Many streaming listeners are tuning in to ad-supported programming, giving local businesses another way to engage with audio ads. Check out these ideas for streaming audio advertising ahead.
Audio Streaming Listeners and Advertisers Landscape
U.S. consumers are audio streamers, with many having subscriptions to various platforms. In most cases, they have the choice of ad-supported or paid. Most lean ad-supported, and the market expects more than 161 million users by 2027.
Along with music, people also stream podcasts, which typically have ad breaks. Some people, especially younger ones, also stream radio. According to Q4 2024 data from Nielsen, listeners spent 18% of their daily time with podcasts and 12% with streaming audio apps. Younger listeners, aged 18 to 34, had higher percentages. Podcasting accounted for 32%, and ad-supported streaming for 20%.
With streaming audio’s popularity rising, advertisers have targeted it to reach audiences. In the 12th annual benchmarking report on radio digital sales, streaming audio spending increased. Radio buyers who wanted to try something new listed it as a top tactic.
Since these are audio ads, advertisers can benefit from the same things that are true of radio — greater engagement, recall and connection. It also reaches consumers when visual media cannot — at the gym, at the park or in the car.
Because of these attributes, this tactic is a good fit for almost any local business seeking to reach nearly any audience.
5 Ideas for Streaming Audio Advertising
Looking for inspiration in pitching streaming audio advertising? These concepts could be winners.
1. Recruitment Advertising: Telling Stories
Many organizations in your market need employees. Health care, education, hospitality, retail and restaurants need workers in almost every region. Companies that depend solely on job boards or LinkedIn to recruit may not be getting the results they expect or want.
Since you can target by geography and demographics, streaming audio ads can reach specific people and areas. Consider this an awareness campaign for employers because there’s no immediate click. However, the right story about the company from actual employees can make an emotional connection that causes action later.
Streaming audio would complement radio, display and OTT/CTV for a recruitment campaign.
The content should include the company name multiple times and an easy-to-remember URL for listeners to learn more.
2. Humor Can Make Any Brand Memorable
Making listeners laugh is a different kind of emotional connection, but it’s one that sticks with people. Since streaming audio is primarily an awareness tactic, the key is to get the person to remember the company.
There are many angles to humorous audio ads, including puns, jokes that tie back to popular culture, or clever soundbites.
Brands you approach with this idea should already be ones with a good sense of humor. From local plumbers to pest companies to restaurants, there’s an opportunity for a good-hearted joke that creates a laugh and a memory.
3. From Mundane to Exciting
Local businesses that offer a bit of fantasy or adventure can create exceptional streaming audio advertising. One approach would be to start with mundane sounds — keyboard clicks or something else associated with work life. A transition into whimsical or exciting music or noises (whatever’s relevant to the advertiser) can then take over those ordinary sounds.
A fast tone shift could get the listener’s attention as the ad continues. Themed restaurants, escape rooms, nightclubs and other venues could all be industries to pitch this to.
4. Painting a Picture with Passionate Words
When people listen to anything, they often create visuals in their heads. If people do this while listening to audio ads, they’re more likely to remember them.
A script that allows them to paint this picture could be an outstanding ad campaign. Words should be vivid, detailed and dramatic. This kind of ad would be ideal for hospitality and travel. There’s also a good case for nonprofits, health care and public agencies trying to raise awareness.
5. Even Typical Visual Advertisers Can Use Audio Ads
Should restaurants, retail and other physical product brands stick only to visual ads? Of course not. Audio ads can be effective for these companies too. It’s all about the words, tone and goal.
A compelling script and hook can relay the deliciousness of a sizzling steak or a quenched thirst. Automotive audio ads can also convey much with sound. Think of how sound activates other senses. All these business types have been longtime radio advertisers. Streaming audio expands their reach with targeting and can give them a format to test new ads.
Streaming Audio Advertising Sounds Very Good
Advertisers will always follow where consumers go, and streaming audio is where people spend time. It covers any demographic, so the audience your advertisers want is there. By adding streaming audio ads to a campaign, they can see performance improve and brand awareness spike.
Check out our post on selling streaming audio and radio together for more ideas.
