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STREAMING RADIO


MOVE STREAMING RADIO INTO YOUR ADVERTISING MIX

By incorporating streaming radio into your programmatic advertising mix, you can
leverage these diverse advantages to create more effective, personalized, and
engaging campaigns that resonate with your target audience across various
channels and podcasts.

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ADVERTISING ON STREAMING RADIO

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Streaming radio is rising in popularity as more listeners move away from
traditional AM/FM radio to platforms like Spotify, Pandora, and iHeartRadio.
According to the Pew Research Center, an estimated 75 percent of Americans have
listened to online audio this past month, and advertisers are following suit. By
incorporating streaming radio into your advertising strategy, you can create
more effective campaigns that stick with your ideal audience online.


WHAT IS STREAMING RADIO ADVERTISING? 

Streaming radio advertising involves playing ads on online streaming services
like Spotify, Pandora, and iHeartRadio. Unlike traditional radio which runs ads
for a general audience, streaming radio gives advertisers the ability to target
specific audiences based on listener data such as age, gender, location,
preference in music, and listening habits. Ads can also be played to listeners
no matter whether they’re listening on a smartphone, computer, smart speaker, or
other device.

IS STREAMING RADIO A TYPE OF PROGRAMMATIC AUDIO ADVERTISING? 

Yes, streaming radio can be a type of programmatic audio advertising.
Programmatic audio is the automated process of buying and selling audio ad space
in real time, and streaming radio platforms like Spotify, Pandora, and
iHeartRadio often use this technology.


AD BLOCKER RESISTANCE

Unlike display or video ads, which can be removed by ad-blocking software,
programmatic audio ads are delivered directly through streaming services and are
part of the listening experience. Ad blockers don’t work on streaming radio
advertising, meaning you can reach your audience without interruption.


EMOTIONAL CONNECTION THROUGH AUDIO

Audio can create an emotional connection with listeners, making it a powerful
tool for radio advertising. According to a study by Amazon, over half (51
percent) of people reported a positive shift in mood after listening to music,
and streaming audio ads delivered 1.6 times higher engagement than generic
broadcast radio.

The human voice, combined with music and sound effects, can inspire strong
emotions in people, and brands can use this to convey their message.


CROSS-CHANNEL INTEGRATION

Advertisers can synchronize their messaging across various channels, reinforcing
brand consistency and increasing the likelihood.


FLEXIBILITY IN CAMPAIGN DURATION

Programmatic audio advertising is flexible since it allows advertisers to make
instant changes to their campaigns, including changing budgets, audience
targets, campaign run lengths, and the ads themselves.

This flexibility means advertisers can constantly tweak and improve their
campaigns, optimizing them over time.


RICH DATA INSIGHTS

Advertisers can gain insights into listener demographics, behavior, and
preferences, enabling data-driven decision-making.


COMPETITIVE ADVANTAGE

Streaming Radio Ads are not well adopted and provide a competitive advantage.
Especially in industries where competitors may not have fully embraced this
advertising channel.


MORE REASONS WHY TO ADD STREAMING RADIO TO YOUR MARKETING BUDGET

Incorporating streaming radio into your marketing budget is a strategic move
that unlocks a realm of opportunities to elevate your brand visibility and
engagement. Unlike traditional radio, streaming services offer targeted
advertising, allowing you to reach specific demographics with precision. The
platform’s global reach eliminates geographic constraints, enabling you to
connect with a vast and diverse audience.

Streaming radio provides detailed analytics, empowering you to refine campaigns
in real-time based on performance metrics. The interactive nature of ads on
these platforms, coupled with the ability to seamlessly integrate with podcasts,
enhances audience engagement and extends your brand’s narrative. With
cost-effective options and the flexibility to choose from various pricing
models, streaming radio allows you to optimize your budget effectively.

Embrace the future of marketing by tapping into the dynamic, data-driven
landscape of streaming radio, where personalized and measurable connections with
your target audience are not just possible but highly impactful for your brand’s
success.

 

Learn more


HOW TO OPTIMIZE YOUR FIRST STREAMING RADIO CAMPAIGN

If you’re new to streaming radio advertising and are not currently outsourcing
your campaigns to CTV’s audio marketing services, here are a few tips to get you
started.


DEFINE YOUR GOALS AND IDENTIFY YOUR AUDIENCE

Clearly outline your campaign objectives. Are you looking to increase brand
awareness, drive website traffic, or increase sales? Understanding your goals
can help guide your strategy.

Additionally, identify your ideal audience based on things like their interests,
age, gender, and location. Use this information to craft your message to
resonate with those people.


CHOOSE THE RIGHT PLATFORM | PROGRAMMING

Different streaming platforms may be better suited for different goals. For
example, Spotify tends to appeal to younger generations (ages 18 to 34) who are
specifically interested in music, while YouTube attracts those who want to
listen to podcasts.

Select a streaming radio platform that matches your goals.




TEST AND OPTIMIZE

As with any ad campaign, it’s important to continuously monitor performance
metrics such as completion rates, click-through rates, and listener engagement.
Use these insights to adjust your ads in order to improve the effectiveness of
your campaigns.


USE A CALL-TO-ACTION

Make sure your ad encourages the listener to take a specific action, whether
it’s visiting a website, making a purchase, or subscribing to a service. A
strong call-to-action will drive results.




THINK ABOUT THE CONTEXT

Consider the context in which your audience is listening. Are they commuting,
working out, or relaxing? It’s always a good idea to match your ad with the
listener’s mood to improve engagement and response rates.


COMBINE COMPELLING AD COPY AND IMPLEMENT FREQUENCY CAPS

Ads should be memorable and engaging. When writing your ads, keep them focused
on your key message. Whenever possible, use a professional voiceover who can
deliver your message in the right tone.

If your ads are played to the same listeners too often, they’ll become fatigued
and possibly even irritated. Implement frequency caps to avoid overserving your
ads. A balanced frequency helps maintain engagement without overwhelming your
audience.




AUDIO ADVERTISING EXAMPLES

When using programmatic audio ads, there is a range of formats you can choose
from. Here, we cover a few of the most popular audio advertising examples.


BRAND AWARENESS ADS

A popular strategy is to use audio ads to build brand recognition. For example,
you might create a short ad highlighting your newly-launched product, inviting
listeners to see it for themselves online or in-store. The ad might include a
memorable jingle or catchphrase to help your message stick with the listener.


DYNAMIC ADS

Audio streaming platforms allow you to create personalized ads that are shown to
different people based on listener data.

 


STORYTELLING ADS

This type of ad takes advantage of the conversational nature of podcasts to
engage listeners emotionally through stories.


EVENT OR PROMOTION ADS

If you host local events, like concerts or festivals, you could use streaming
radio to promote upcoming dates, ticket availability, and exclusive offers. The
ad would target listeners in your specific region and prompt them to take a
certain action, like buying tickets online.


LEARN MORE ABOUT STREAMING RADIO ADS WITH CTV BLUEPRINT

By defining clear goals, understanding your audience, and continuously
optimizing based on performance metrics, you can maximize the impact of your
advertising efforts. Keep in mind that the digital landscape is ever-evolving,
so staying adaptable and responsive to emerging trends is crucial.

As you implement these optimization strategies, remember that the learning
process is ongoing, and each campaign provides valuable insights for refining
future efforts. With a thoughtful approach and a commitment to continuous
improvement, your streaming radio campaign can become a powerful tool for
building brand awareness and driving engagement in the digital realm.

Learn more


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