🎧 Audio Campaign Setup Guide

This guide covers the Audio-specific features and differences when creating Audio campaigns. For the complete campaign setup process, refer to our main step-by-step guide.

🎯 When to Choose Audio Channel

Audio campaigns are perfect for:

• 🎵 Music Streaming Reach: Target listeners on Spotify, Apple Music, and streaming services
• 🎙️ Podcast Advertising: Engage audiences during podcast consumption
• 📱 Screen-Free Moments: Reach users during commuting, exercising, and multitasking
• 🧠 High Recall Rates: Leverage audio's strong memory and brand recall benefits
• 🎯 Contextual Alignment: Match your message with audio content and listening mood

🔑 Audio-Specific Requirements

Subscription & Budget

• PRO Plan Required: Audio campaigns need PRO subscription
• Minimum Budget: €400 (recommended: €700+ for optimal reach)
• Audio CPMs: Expect €2-€15 CPM range for quality streaming inventory

Creative Specifications (Audio-Specific)

• File Format: MP3 or WAV audio files
• Duration: 15-30 seconds (15s most common)
• Quality: High-quality audio with clear voice-over
• File Size: Maximum 5MB for audio assets
• Professional Production: Studio-quality audio expected

🎛️ Audio Channel Differences

Step 4: Audio Inventory Environment

Digital Audio Platforms:

• Music Streaming: Spotify, Apple Music, Amazon Music, Pandora
• Podcast Networks: Major podcast hosting and advertising platforms
• Radio Streaming: Digital radio stations and talk shows
• Audio News: News podcasts and audio journalism platforms
• Audiobook Platforms: Literary and educational audio content

Audio vs. Visual Channels: Audio requires different creative approach focusing on voice, music, and sound design

Step 5: Audio Inventory Sources

Premium Audio PMP Deals:

• Spotify Ad Studio: Premium music streaming inventory (CPM: €8-15)
• SoundCloud: Creator and indie music platform (CPM: €3-8)
• Podcast One: Large podcast network access (CPM: €5-12)
• Midroll Media: Premium podcast advertising (CPM: €6-15)

Audio Streaming Advantages:

• Engaged, captive audiences during audio consumption
• High completion rates due to audio consumption patterns
• Premium brand safety in curated audio environments

Step 7: Audio Targeting Advantages

🎵 Audio-Specific Segments:

• Music Genre Preferences: Target based on listening habits (rock, pop, classical, etc.)
• Podcast Category Interests: News, true crime, business, comedy, health
• Listening Behavior: Commute times, workout periods, evening relaxation
• Device Context: Mobile vs. smart speaker vs. car audio targeting

Contextual Audio Targeting:

• Content Genre Matching: Align ads with music or podcast genres
• Mood-Based Targeting: Match messaging to listening context (energy, relaxation)
• Time-of-Day Optimization: Target based on audio consumption patterns
• Platform-Specific: Different strategies for music vs. podcast vs. radio

Step 8: Audio Creative Strategy

Audio Production Elements:

• Voice-Over Quality: Professional, clear, and engaging narration
• Music/Sound Design: Background audio that complements message
• Call-to-Action: Clear, memorable instructions for listener action
• Brand Integration: Natural brand name integration without disruption

Creative Best Practices:

• Hook Opening: Capture attention within first 3 seconds
• Conversational Tone: Natural, authentic delivery style
• Audio Branding: Consistent voice and sound across campaigns
• Platform Adaptation: Tailor tone to platform context (music vs. podcast)

Step 9: Audio-Specific Settings

✅ Audio Enhanced Features:

• Full Frequency Control: 1-3 daily exposures recommended for audio
• Completion Rate Optimization: Focus on full audio play-through
• Platform-Based Targeting: Target specific audio streaming services
• Audio Context Matching: Align ads with content genre and mood

Audio Optimization Options:

• CPM: €2-€15 for audio reach and brand awareness
• CPC: €0.25-€2.00 for traffic generation from audio ads
• CPA: €5-€40 for conversions driven by audio advertising
• Completion Rate: Optimize for full audio ad listening

🎯 Audio Success Strategies

Music Streaming Campaigns

• Genre Alignment: Match brand message with music genres
• Commute Targeting: Focus on morning and evening peak times
• Mood Messaging: Adapt creative tone to listening context
• Artist Collaboration: Consider music-themed creative approaches

Podcast Advertising

• Content Category Focus: Target relevant podcast genres (business for B2B, lifestyle for consumer)
• Host-Read Style: Create conversational, authentic-sounding ads
• Episode Context: Consider podcast topic alignment
• Series Targeting: Focus on specific podcast series or networks

Multi-Platform Audio Strategy

• Cross-Platform Reach: Combine music streaming + podcast inventory
• Device Optimization: Tailor messaging for mobile vs. smart speaker vs. car
• Time-Based Campaigns: Optimize for different listening moments throughout day
• Sequential Messaging: Create audio story arcs across multiple exposures

📊 Audio Performance Expectations

Benchmark Metrics

• Completion Rate: 80-95% (higher than video due to passive consumption)
• Brand Recall: 2-3x higher than display advertising
• CTR: 0.10-0.30% (lower than visual but higher quality clicks)
• Listen-Through Rate: Target 85%+ for full message delivery

Platform Performance Differences

• Music Streaming: High reach, background listening context
• Podcasts: Engaged audiences, higher attention and recall
• Radio Streaming: Broad reach, familiar advertising format
• Smart Speakers: Voice-activated responses, unique interaction opportunity

⚠️ Audio vs. Other Channels

💡 Audio Optimization Tips

Creative Performance

• Voice Testing: Test different voice-over styles (male/female, age, accent)
• Duration Testing: Compare 15s vs. 30s completion and recall rates
• Music Testing: Test with and without background music
• CTA Testing: Experiment with different call-to-action approaches

Targeting Refinement

• Genre Performance: Focus budget on highest-performing music/podcast genres
• Time Optimization: Adjust daypart targeting based on listening patterns
• Platform Analysis: Compare music streaming vs. podcast performance
• Device Segmentation: Optimize for mobile vs. smart speaker vs. car audio

Technical Optimization

• Audio Quality: Ensure consistent volume and clarity across devices
• Format Testing: Test MP3 vs. WAV performance across platforms
• Loading Speed: Optimize file sizes for faster audio loading
• Cross-Device: Ensure audio works properly across all device types

🚀 Audio Campaign Types

Brand Awareness Audio

• Objective: Build brand recognition through voice and sound
• Optimization: CPM and completion rate focus
• Targeting: Broad audience with genre alignment
• Creative: Memorable jingles and brand voice establishment

Direct Response Audio

• Objective: Drive immediate actions through audio CTAs
• Optimization: CPC and CPA for performance
• Targeting: Behavioral and interest-based segments
• Creative: Clear, compelling calls-to-action

Contextual Audio Campaigns

• Objective: Align brand message with listening context
• Optimization: Completion rate and brand lift
• Targeting: Content genre and mood-based targeting
• Creative: Context-aware messaging and tone

🎵 Audio Production Tips

Voice-Over Best Practices

• Natural Delivery: Avoid overly scripted or salesy tone
• Pace Optimization: Allow time for message absorption
• Personality Match: Align voice with brand personality
• Multiple Options: Create variations for A/B testing

Sound Design Elements

• Background Music: Subtle, non-competing audio backdrop
• Sound Effects: Strategic use for emphasis and engagement
• Audio Branding: Consistent sonic elements across campaigns
• Platform Adaptation: Adjust mix for different listening environments

💡 Pro Tip: Audio campaigns work best when you create content that feels native to the listening experience. Focus on conversational, authentic messaging that complements rather than interrupts the audio content consumption.

For the complete campaign setup process, including steps 1-3, 6-7, and 10-11, follow our main campaign setup guide.