When it comes to media formats for advertising, video tends to be quite prominent. In Brazil, for example, it accounts for half of all advertising investment, according to data from Cenp–Meios in 2022.
However, if you want to improve the results of your brand's communication, audio advertising also offers great opportunities. This medium is as popular as it is diverse, and below we will show you four options to include in your marketing strategy.
Why do audio advertising?
For brands that need to reach a wide audience on a limited budget russia mobile number whatsapp audio advertising offers excellent value for money. Let’s start with podcast consumption in Brazil, where more than 30 million listeners stand out, according to a study by the CupomValido.com.br platform.
When considering online audio streaming, we note that 73% of Brazilian internet users are listeners. With the country having 181.8 million people connected, according to the Digital Brazil: 2023 report, digital audio is present in the media consumption of Brazilians.
Podcasts are a good audio advertising option not only because of their broad reach, but also because of their ability to maintain a loyal and engaged audience. According to the research “A New Era of Influence”, by Vox Media and Magna, podcast hosts already influence listeners’ actions more than content creators on social media and celebrities.
Furthermore, radio continues to be a relevant option. According to Kantar IBOPE Media, 83% of the population in 13 metropolitan regions of Brazil tune into this medium.
Audio advertising accompanies the audience throughout the day
4 options for audio advertising
So, you want to include audio advertising in your media plan? Here are four options to boost your brand communication and take advantage of the benefits of audio advertising.
Podcasts
Brazil is still the second largest producer of podcasts in the world, behind only the United States, according to Listen Notes. This means that there is an abundance of programs available to accurately segment the audience.
Audio streaming platforms
According to ABMI, Brazil has 64 million monthly listeners on audio platforms.
Here in Brazil, a Spotify study reveals that the service itself has the largest weekly reach among Brazilian listeners aged 15 to 65. Deezer comes in second place nationwide.
Although Spotify does not disclose the number of users in Brazil, we know that Deezer has more than 37 million Brazilian accounts.
In addition to these two platforms, we also have the growth of YouTube Music, Amazon Music, Apple Music, SoundCloud, podcast aggregators and several other tools that allow us to impact consumers both through audio and visuals.