Are AI Audio Ads the New Frontier of Marketing?

Are AI Audio Ads the New Frontier of Marketing?

AI audio ads are just another way that marketers can take advantage of artificial intelligence (AI) to build interesting and engaging ads that are targeted for better conversions. The idea of AI in audio ads is to reach people who might not be on social media but rather listen to the radio or podcasts. Some big names to look out for in this space are Adthos and Instreamatic, who use platforms like Spotify to help businesses find customers. In this blog, we’ll look at how AI audio ads actually work and how businesses are using them.

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What are AI Audio Ads?

AI audio ads use AI and voice AI technologies to help create interesting sound-based ads that are made for your customers and, therefore, are more likely to convert. The interesting thing about incorporating AI in ads is that changes can be made in real time rather than running the campaign and making changes once data is collected. These sorts of innovations simply didn’t exist before and are changing how we target and find new customers based on things as nuanced as even mood. 

How AI Audio Ads Work

In the past, if companies wanted to create an audio ad, they would do so for a set target audience, hire a writer, buy studio time, hire editors, etc., and then release it on platforms where both that audience and others may hear it. Now, AI can create multiple versions of ads at lightning speed, each made for a different segment of your audience. 

For instance, you may have a broad audience of a person looking for a personal injury lawyer. Plenty of demographics fit this, but different ads will appeal to females in their 30s versus males in their 20s who need a personal injury lawyer. Before, you would try to create an ad that appealed to both, but because AI can track demographics and write/create ads quickly, you can now create more personalized audio ads with ease and actually speak directly to that customer on the apps they use every day. 

There are even synthetic voices now that sound incredibly real and can create ads much faster and cheaper than if you had to find time in a studio, write the ad, record, polish, and test. Of course, there are downsides to this, like being inauthentic and the fact that a lot of audiences simply don’t trust AI. 

How do AI Audio Ads Improve Engagement and ROI?

Because AI audio ads can be personalized to each person at similar cost margins to traditional audio ads, they can create a lot more engagement. People are more likely to act on things that speak directly to their needs. AI can do this by analyzing data about that person and what they actually need, taking out the guesswork. 

AI audio ads can also: 

  • Reach audiences at the right time, as they can be created quickly, allowing you to jump on trends 
  • Saves money for companies by cutting out a lot of middlemen 
  • Allows for brand retention as the ad makes sense to the person hearing it 
  • Let the ad change the location it talks about based on where the listener is located
  • Or if you sell multiple products, it can highlight different ones based on what the user is looking for 

How Audio Advertising Has Grown

The start of audio advertising began really with radio spots. The company would create a catchy jingle of an ad and hope it stuck in someone’s mind when they needed to call them. This was long before we reached for phones in our pockets to Google companies. 

Now, a lot of audio ads are found on podcasts or between music apps like Spotify. Instead of catchy jingles, advertisers try to find the pain points of that specific listener and attempt to talk directly to them so their brand is unforgettable (as they promise to fix a problem the customer has right there and then). This is why current ads are less jingles and phone numbers and more emotional-based. 

As we move into the future, we’ll be able to do even more unimaginable things, like creating audio ads simply based on images. That’s right, audio ads in the AI sphere are becoming so advanced that there is now software that allows you to upload an image of a product you sell and let the AI do all the work of creating the ad–from conception all the way to the finished product. This new tech is from Adthos. According to the brand, it can even identify your target market just by looking at your brand images, and it tells you exactly what you need to know to capture the attention of the people best suited for your product/service. 

Case Studies: AI Audio Ads in Action

It’s often helpful to see how other bigger companies are using or may use a technology so you can imagine how it might apply to your business. 

Corona recently decided to use ads to target people by location. They wanted customers who were heading to the beach to pick their beer over other brands. To achieve this, they played the sound of waves and music in the background of ads to people near beaches. For their audience located further in-land, they used a more generic summer sound. 

Another way this sort of ad could be used is by looking at a company that sells items such as hiking gear. That company could use a customer’s upcoming hiking vacation (based on spending or searches) to recommend the perfect gear for that hike with sounds that make sense–like birds in forest landscapes or jungle sounds if Amazonian. 

Challenges and Ethical Considerations

Like all AI ads, this territory comes with a lot of problems. Using synthetic voices raises ethical questions about authenticity or whether it puts voice actors out of work. The content can also be misleading if someone isn’t constantly monitoring it. Using humans in your work as touchstones when utilizing AI is always the way to go. 

Is the Future of Advertising Listening?

AI audio ads are certainly right for some audiences. Not every audience likes to read blogs, check their emails, or browse social media some listen to podcasts instead, or the radio on the way to work, or during their free time. If you want to target all audiences, you need to take this into account. As technology gets better, brands will use audio ads with personalization more and more in our everyday lives. It’s certainly an exciting side of marketing for businesses to keep their eye on. 

If you need assistance with custom content that ranks and gets clicks, improves your brand’s exposure online, increases quality traffic to your site, and converts visitors into customers, contact ClickGiant today. We are a leading digital marketing agency serving clients nationwide. 

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