5 Benefits of Adding Rewarded Ads to Your Audio Campaign

From offering uninterrupted listening to premium features, rewarded ads are a fun and innovative way to connect with your target audience and increase brand loyalty. These digital audio ad experiences provide genuine value to your users and present a distinctive opportunity to create memorable campaigns.

Let’s explore what rewarded ads are, their benefits to your advertising campaign, and the various types to consider.

What Are Rewarded Ads in Digital Audio? 

Rewarded ads are a form of audio advertising where the user is offered a reward in exchange for watching, listening to, or engaging with an ad. Rewards can range from on-demand listening, to access to premium features, to unlocked gated content, and more. This ad type tends to be presented in a visual format, from interactive display to video. 

What are the Benefits of Rewarded Ads? 

Now that you know the perks of rewarded ads for listeners, what’s in it for you? Here’s what to expect if you decide to add rewarded ads to your digital audio advertising strategy:

1. Builds Trust and Loyalty 

Thanks to the reciprocal nature of rewarded ads, listeners are more likely to feel that the brand values their time and effort. Listeners can see that the business understands their needs and provides genuine value—even before they get to know your product or service. When done well over a period of time, brand loyalty and trust can increase through this incentive-based approach to advertising.

2. Positive Brand Association 

Thanks to the immediate gratification listeners receive after engaging with a rewarded ad, this ad type can create a more positive sentiment towards your brand. Because every user interaction with this format is a willing engagement, your brand and ad are more likely to be perceived favorably—and remembered positively down the road. After all, listening and interacting with this ad offers an uninterrupted experience with their favorite content, and your brand is regarded as the hero who made it happen.

3. Enhanced User Experience and Higher Engagement 

Listeners tend to enjoy rewarded ads for their straightforward benefits and gamification element. In exchange for a few seconds of consumers’ time and attention, they get access to perks that enhance the streaming experience, reduced ad fatigue, and the freedom of choosing to listen or interact. 

4. 100% share of voice (SOV) 

We boast 100% SOV with our video ads, which appear when a user logs in or hits thumbs up on their new favorite song. While listeners are enjoying uninterrupted listening, your brand message stands out in a clutter-free environment. 

5. A Boost in ROAS 

Rewarded ads lead to higher ROAS, and we have the numbers to prove it. In a past campaign, we partnered with a baby product advertiser to drive offline sales and ROAS. Using a mix of products across Pandora and SoundCloud, we leveraged incentivized listening to reward listeners with one hour of uninterrupted listening in return for ad engagement. The results more than delivered: $3.2M in total incremental sales, +3.5% total campaign sales lift, and a 6.42:1 ROAS.

What Rewarded Ad Types Are Available? 

If you’re all-in on rewarded ads, there are a few formats to choose from when you partner with us. You can start with one, or mix and match to see what combo delivers the best results.

Sponsored Listening 

This type of rewarded ad, available on video or interactive rich media, puts your brand in the spotlight by offering listeners one to four hours of uninterrupted listening. All it takes for users to enjoy this perk is to interact with your ad. 

Video Plus 

Listeners who engage with a video plus ad experience can access premium features (such as replays or skip extensions) and on-demand listening. 

What’s more, with video plus, you can be sure you’re getting a return on your investment—paying only if a listener watches a full 15 seconds of your video ad.

Happy Hour

This ad format rewards all listeners who sign in to the mobile app during a specific time. After engaging with your ad during this period, users receive uninterrupted listening. This approach gives listeners something to look forward to every week throughout your campaign. 

Similar to video plus, brands only pay if a listener watches 15 seconds of your ad. 

The Best Practices for Creating Rewarded Ads 

Fully convinced that rewarded ads are worth it and eager to get started? Here are some tips on how to leverage this ad type for its maximum potential.

Pick the Right Ad Length 

The start of any ad creative process begins with choosing the right ad length. For rewarded video ads, you can choose from 10-, 15-, 30-, and 60-second spots. We also accept video ads up to two and a half minutes in length. When deciding the right length, factor in your ad goals, industry, and marketing funnel stage. 

Start with a Clear Opening Message

Make sure listeners understand your ad’s value proposition as soon as possible. Your opening words should clearly communicate what you’re offering and the action a user has to take to receive it.  

Choose the Right CTA 

Effective CTAs are crucial for any ad to guide your target audience toward the action you want them to take. Go with a clear and short CTA, and refer to a 11-character max as your guideline. To get started, consider the options: 

• Buy Now

• Download

• Get Started

• Learn More

• Order Now

• Shop Now

• Watch Now

You can even mix it up and use multiple CTAs in one campaign—across several ads—to reduce repetition, keep your audience engaged, and gather data on which option performs best.

Rewarded Ads—A Win-Win for Listeners and Advertisers 

It’s worth repeating: Rewarded ads are a great way to build trust and loyalty with your listeners, keep them engaged, and create a memorable (and effective) campaign.

The SiriusXM Media Streaming Network boasts an 87% addressable audience, which means your brand messages reach most of our listeners. So, you can rest assured that your rewarded ads are more likely to be heard when you partner with us. Whether you’re promoting a new product or growing your brand presence, rewarded ads are an innovative solution worth exploring.

Ready to reap the benefits? Let’s talk.

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