Audio is an everywhere and anytime media - consumers listen during a variety of daily "rituals." By crafting audio ad placement and messaging with consumers' regular routines in mind, brands have the opportunity to deliver contextually aligned ads. A recent report from MAGNA Media Trials and Audacy explored the value of this contextual alignment, particularly ritual-based, in the audio space.
The study tested ads from 3 verticals within content spanning broadcast radio and podcasts and found that ritual-based contextual alignment positively impacted consumer perceptions and fundamental brand KPIs. Those ads that were aligned with consumers' activities increased brand connection, interest in learning more, search activity, and purchase intent.
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74% of listeners consume audio during their daily rituals. As listeners multitask throughout their day, advertisers can target and tailor messages beyond dayparts, to when listeners are primed and attentive to relevant messaging. As always concerning relevancy, the strength of the alignment matters - the stronger the match between the ritual and the ad, the better the impact.
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Radio provides an ad environment where brands can capitalize on its high reach and engagement as it weaves into life's routine moments. From waking up to a clock radio or station stream, having coffee, commuting and running errands, working, or relaxing, AM/FM radio is wherever and whenever consumers are - with endless opportunities for contextual alignment.
Click here for more information from Magna & Audacy's Study - Aligning with Rituals: The contextual foundation for audio