Activity Targeting Gets Your Brand Messages in on the Action

Not all ads reach consumers in the right moment or context. Think of these mismatches: Hearing an activewear ad when you’re topping off a big dinner with some dessert. Or hearing a low-tempo ad for luxury pillows at an energetic party. There are better ad alignment options out there. With activity targeting, a form of contextual targeting, those same activewear ads can reach listeners when they’re working out, and the luxury pillow brand can influence audiences when they’re relaxing at home. 

Activity targeting gives you the opportunity to reach your consumers—during any type of real-time activity—with relevant messages that are more likely to resonate.

Why activity targeting matters more than ever 

Streaming audio is the soundtrack to everyday life. And 35% of daily time spent with audio among those 18-54 is with streaming music, 1and over nine in 10 listeners 18 and over consume streaming audio weekly or more often. 2 That kind of reach gives brands a steady, daily connection to the people they want to reach—if they know how to target them.

At the same time, the rules of targeting are changing. Consumers are paying closer attention to how their data is collected and used. And with the continued decline of third-party cookies and mobile advertising IDs (MAIDs), the tracking methods advertisers once relied on are fading fast.

That’s where contextual targeting solutions like activity targeting shine. Activity targeting is a privacy-forward, data-driven solution that can enhance other targeting solutions or stand alone. It doesn’t depend on cookies or MAIDs to work. Instead, it learns the real-time signals of what listeners are doing in the moment—and what mindset that puts them in. For instance, a listener tuning in to a high-energy playlist at the gym is in a very different headspace than one unwinding with a calming playlist before bed. Pandora music analysts curate stations that are the perfect companion to everyday activities. Activity signals reveal that real-time intent, so your message can meet listeners exactly where they are.

Audience and timing, meet activity targeting

SiriusXM Media’s activity targeting is a contextual solution that allows brands to better understand the types of things listeners will be doing when their ads play, which can inform everything from audience to timing to messaging.

Combining music and activity targeting is a power move. Music is a constant companion and with activity targeting, you can reach audiences when they’re cooking, entertaining, or waking up with ads that make the right impression.

And listeners really are doing all of these things while they stream music: 72% say they listen while cleaning, 62% while relaxing, 59% while cooking, and 55% while exercising. 2 Those are countless everyday moments where your brand can show up with the right message and boost your chances of being heard and seen.

Activities reveal more than moments—they reveal intent

What makes activity targeting so powerful is that activities reflect more than what a person is doing. It’s a window into a listener’s mindset, motivation, and what they might be ready to buy. When you understand the intent behind the moment, you can craft a message that connects.

Here are a few examples of how activities link to intent:

• Workout listeners = wellness motivation. Someone mid-sweat is focused on health and self-improvement, making them receptive to messaging on fitness gear, supplements, or wellness apps. Reach these motivated listeners on stations like Dance Pop Workout or Hip Hop Workout.

• Studying listeners = a productive mindset. Listeners in focus mode are primed for messages about productivity tools, tech, or that well-timed coffee break. Reach these heads-down listeners on stations like Study or Instrumentals for Studying. 

• Relaxing listeners = self-care motivation. A listener winding down is open to messages about comfort, wellness, and treating themselves. Reach these unwinding listeners on stations like Calm or Meditation: Sleep. 

Make context work for your brand

Just as advertisers frequently tailor and customize ads based on everything from demographics to geographics, the same tactics work for activities. A gaming brand can target listeners doing a variety of activities, just by tweaking the ad. One version can target people who are studying and focusing, encouraging them to take a break. And another version could work for those that are winding down for the day, promoting gaming benefits like relaxation.

Activity targeting gives you insight into what our listeners (aka your consumers) are doing, allowing your ads to meet them where they are with relevant messages.

Become a part of the action

You can do more with activity targeting than simply align with the types of everyday tasks and occurrences that make sense for your brand. Advertisers can also incorporate elements into their ads to make them feel like they’re part of the content. Let’s go back to that luxury pillow brand. Activity targeting for both listeners’ waking up and winding down activities makes a lot of sense. But changing the creative decisions around musical elements, sound effects, copywriting choices, and voiceover casting will help the brand create two different ads that fit better into each listening experience.

Best practices for activity-targeted ads

Here are some tips from Studio Resonate (our in-house creative agency) to make your ads more effective.

• Leverage the listening environment. Digital audio is more intimate and conversational than traditional AM/FM radio. Find the right tone to match how your target audience will experience your ad and what they are likely to be doing when they hear it.

• Match the energy of the activity. For listeners who are working out, a fast-paced ad with upbeat music and an energetic voiceover feels right at home. For listeners who are relaxing, a softer voiceover, slower pacing, and calm background music will fit the mood far better. Meanwhile, listeners who are looking to focus respond best to simple and straightforward messaging delivered in a measured tone.

• Tell a story. You know what listeners are likely doing when they tune in, so craft an immersive narrative that is in line with the target activity. And bring the story to life with complementary music and sound effects.

• Cast the right talent. Ads with friendly, conversational voiceovers perform better, but what that ultimately sounds like depends on your brand, the audience you’re trying to reach, and the activities they may be engaged in. And don’t forget to provide clear, actionable direction for the talent.

There’s more contextual targeting where that came from

Activity targeting is just one piece of the contextual targeting puzzle. Another powerful, privacy-forward option is mood targeting—reaching listeners based on the real-time mood they’re in while they listen. It comes as no surprise that listeners turn to audio to complement the moods they’re already in or change it: 78% of listeners say that music improves their mood, 75% say music helps them relax, and 74% say it makes them happy. 2 Our mood targeting is powered by music analysts that drive our discovery algorithm—scoring songs against various mood attributes to reach listeners in real-time moments. Whether your audience is feeling celebratory, focused, relaxed, or energetic, mood targeting lets you align your message with their state of mind for stronger associations and better ad recall. Paired with activity targeting, it gives you a fuller picture of your listener—what they’re doing and how they’re feeling—all without leaning on cookies or MAIDs.

Motivate your consumers with activity targeting

Consumers aren’t just out there being parents, DINKs, or affluent, they’re also doing all kinds of things (like enjoying a meal with friends, getting in a good sweat, or cramming for a big exam). With activity targeting, you can bring together who they are and what they’re doing to create ads that leave a lasting impression and inspire action.

Ready to get your campaigns aligned? Let’s talk.

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