Audio Ad Solutions to “Sleigh” Your Holiday Campaign

The holidays may be several months away, but we’re already in the thick of creative campaign planning for the most anticipated season of the year (and you should be, too). Audio is an extremely effective channel year-round, but during the holidays, it plays an even more prominent role in securing success. In fact, 71% of Pandora listeners took any action after hearing or seeing a holiday ad.

With listeners turning to audio to amp up their holiday spirit—whether they’re turning on tunes while curled up by the fire or creating a soundtrack for a gathering—how can you best reach and resonate with consumers? Here are three effective audio ad solutions that will help you secure a spot on must-buy lists everywhere.

1. Dynamic & Sequential Audio

We can all agree that storytelling is one of the most effective strategies when it comes to winning consumers over—especially when it comes to the holiday shopping season, which is largely driven by nostalgia and emotional connections. This is where dynamic and sequential audio come in. These personalized creative solutions allow brands to tell captivating stories that grow and change with the listener and their behaviors.

Dynamic audio offers the ability to create personalized advertising experiences based on real-time listener data. The result? A unique, one-of-a-kind message that’s perfectly suited to each listener. Imagine this scenario: A coffee shop is aiming to reach consumers who are visiting their family in a region that’s experiencing a major snow storm. One day, the location hits below freezing temperatures, and the brand responds by creating real-time messaging that promotes exclusive delivery deals for warm holiday drinks. This strategy reaches consumers who are snuggled up indoors and in need of a warm treat—all thanks to dynamic audio. 

Meanwhile, sequential audio is a long-form storytelling approach that captures and engages listeners. This strategy tells a brand story through sequentially targeted audio ads, driving listeners further down the purchase funnel with each new message.

With these innovative capabilities, long gone are the days of tired, repetitive holiday ads. The options are endless.

2. First Impression Takeover 

You know how the old saying goes: first impressions matter. And in a season as saturated and, let’s be honest, chaotic, as the holidays, that initial impact makes all the difference. Just as consumers want to be first in line at the register as they check items off their holiday shopping lists, you want to be first in line to get in their ear and cut through the noise. 

With 64% of listeners saying music gets them in the holiday spirit, you can rest assured that they’ll be on Pandora or SoundCloud this holiday season—whether they’re listening to classic holiday hits or multicultural music stations like Gospel Christmas or Navidad Mexicana. Greet listeners with holiday messaging by owning the first ad break with audio, video, or display assets. Jump on the opportunity to be the first audio message a listener hears on the day of your choosing or own the first ad—all with concurrent display branding on web, mobile, and tablet. By joining the conversation before your consumers are burnt out on festive messaging, you stand the best chance of creating a favorable impression and driving consumer action. 

3. Presenting Sponsorships

We’ve said it before, and we’ll say it again: If you aren’t including podcasts in your media mix, you’re seriously missing out, especially as 60% of listeners say podcasts enhance their overall holiday experience and put them in a good mood. It goes without saying that the holiday season is the perfect time to get in on the action, and you can make your first campaign a surefire success with a “Presenting sponsorship” package. In the form of host reads, presenting sponsorships blend visual and audio formats, targeting all your consumers’ senses in an impactful way and right where they want it most: their favorite podcasts. Imagine your latest holiday offerings front and center on Conan O’Brien Needs a Friend, StarTalk Radio, Rotten Mango, SmartLess, and more.

With this solution, your messaging is woven throughout the listening experience for high impact and the potential to deliver full-funnel success. Brands can choose from pre-roll, mid-roll, or post-roll ad positions. As a result, you can rest assured that listeners think of your brand when they think of the podcast—even long after the sponsorship is over.

Audio is the Gift That Keeps on Giving This Holiday Season

The bright, red bow that ties these lovely strategies together? Holiday targeting capabilities. We enable you to meet your consumers exactly where they are (on mobile, in the southeast, or both), in the exact mood they’re in (celebratory or calm), with the exact activities they love most (cooking a feast or relaxing at home). Whether you want to target listeners based on music genre or activities, our capabilities make it happen.

Every brand knows just how important the holiday season is. And with the right media mix across multiple audio channels, you can give your consumers the gift of fresh, innovative, and relevant advertisements this year. Let’s chat.

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