Canada's Audio Ad Buying Space and Its Vast Potential

More Canadians than ever before are streaming music, radio, and podcasts, presenting a tremendous opportunity for brands of all sizes to give their digital marketing a voice with audio ads.

The stats are crystal clear. There are 38 million people in Canada, with nearly three-quarters of those aged 18 and older (28 million) streaming music, radio and podcasts regularly. Only four years ago, that number was 57 percent, but in the last year alone, digital audio surpassed AM/FM radio as the country's most popular listening format for the first time. In other words, now is the perfect time to use audio to reach a wide audience.

Despite shifts in consumer behaviour and increasing demands for consumer attention and dollars, one of the most successful strategies requires meeting customers on their own terms—talking to them about relevant things in the spaces they participate most. After all, they still want messaging which is tailored specifically to their needs. To this end, ad-supported streaming services are well-suited.

But why should Canadian businesses, particularly small- and medium-sized enterprises, consider breaking into audio?

Digital audio is highly customizable

Keep in mind that users actively seek out content and then listen on their own terms after they've found it. Because digital audio has advanced targeting features, the ads they hear are distinctly based on what they like and what they are interested in. As a result, they contribute to brand recognition, affinity, and engagement by being complementary rather than distracting.

Furthermore, because people access audio via smartphones, smart TVs, and in-car entertainment systems, these features have the potential to convert into tremendous results for a company's bottom line. Users have access to audio wherever and whenever they like.

Audio is memorable

More and more people enjoy listening to music—not to mention podcasts—in digital format. Digital audio captures the attention of listeners through earphones, smart speakers, and in-car streaming, which helps businesses stand out at a time when customers are swamped by media messaging.

Connection with local communities

Digital audio also ensures that your ads reach the appropriate listeners in your area—from Victoria to St. John’s, and from Whitehorse to Toronto. This is because streaming audio technology makes it possible for advertisers to target their messages to precise geographic locations, even down to individual zip codes. This is as local as it gets!

Audio can amplify digital ads

It can take as many as 10 brand exposures before a customer takes action, meaning it’s in your best interest to utilize different forms of media to maximize interaction and generate familiarity. Although search and social media have significant reach, one should never rely too heavily on a single medium.

Digital audio can complement display, search and social media, producing more opportunities for connection in line with a brand's marketing goals. The fact that customers listen to audio in a variety of settings and at various times of the day creates countless opportunities for brand exposure. In addition, host-read ads naturally put a brand's product or service in a prominent setting.

By Justin Ohanessian, Director of Self Serve at AudioGO.

AudioGO the SiriusXM-owned self-service audio ad-buying platform, recently debuted in the Canadian market. Working with some of the largest names in the Canadian audio industry—TuneIn, Audiomack, Corus, Stingray Music, and idobi—the platform assists businesses in running ad campaigns.