Enhance Your Product Advertising Campaign with Digital Audio

Product advertising has come a long way, going where consumers listen. From early radio spots to instantly recognizable sonic jingles, audio has been boosting product awareness and sales for over a century. Think back to the early days of commercial radio, when Jack Benny was promoting Grape Nuts cereal. Coca-Cola was encouraging audiences to sing with its many jingles. And Campbell's Soup was describing how it’s “M'm! M'm! Good!” 

Cut to now: Product advertising messages go way beyond the radio dial. Digital audio has evolved into a global force, from music, to podcasts, to satellite radio. For product advertisers, this channel creates real opportunities to reach people during all the screen-free moments that fill their days and everything in between. Dive into the benefits of product advertising and how you can integrate audio into your campaigns. 

What is product advertising?

Product advertising promotes specific products to drive awareness and sales. It’s different from brand advertising, which mainly focuses on shaping brand identity and perception. With product advertising, you're putting individual offerings front and center with clear messaging about how they solve a pain point and why a consumer should care.

Product advertising leans more towards conversions than impressions. However, no matter your campaign goals or KPIs, product advertising delivers full-funnel benefits: 

• Boost brand awareness: Get your products in front of people who don't know about your brand

• Drive sales lifts: Create direct lines from "I've heard of this" to "I just bought it” 

• Enhance customer loyalty: Remind existing customers why they should keep coming back to you and only you 

• Stand out from competitors: Show what makes your product different when many brands are shouting for attention

What's the difference between product advertising and product marketing?

Product advertising and product marketing sound like the same thing, but they're not. A product marketing team discovers what resonates with your audience and market, creating a long-term strategy. Meanwhile, a product advertising team focuses on promoting a product and lower-funnel results like clicks and sales. 

Product advertising is often done through paid media. You're creating messages that drive results like clicks and conversions. It's the execution element, the part of the process that actually puts your product in front of the right consumers. Using insights on your audience, a product advertising campaign uses this data to shape streaming audio spots and podcast placements that actually resonate. 

By contrast, product marketing is more strategic. It's about understanding your market and customers to influence your positioning and messaging. From there, product advertising figures out how and where to show up to reach ideal consumers. For audio advertising campaigns, both matter. 

Why audio belongs in your product advertising campaign

No matter if a consumer is constantly streaming music and listening to podcasts or taking a break from screen time, digital audio is present through it all. The modern listener is tuning in to streaming audio or podcasts while doing chores, cooking, commuting, and just about everything else in their day. Digital audio is the soundtrack to daily life. 

When you’re deciding whether to implement audio in your product advertising campaign, digital audio’s reach isn’t to be underestimated. Digital audio listeners spend four hours and 28 minutes daily with all digital audio like streaming audio, podcasts, and SiriusXM. And listeners are highly engaged and receptive to ads, and here’s proof. 

Are you targeting upper-funnel metrics like awareness? Almost nine in 10 (89%) of digital audio listeners have potentially learned about a new brand, product, or service through an audio ad. And 74% of digital audio listeners have discovered a new product or brand through an audio ad.

The influence of digital audio goes beyond just awareness. Almost eight in 10 (77%) of digital audio listeners have potentially purchased a specific brand, product, or service after hearing an audio ad, and over six in 10 tried a new brand or product after hearing one.

Whether you’re targeting upper-funnel or lower-funnel results, audio delivers both (and more) for your product advertising campaign. 

Adopt these best practices when creating your product advertising strategy

Get to know your audience

The first step in your campaign is to get to know your target consumer. The more your audience feels like you get them, the more your ad and messaging will resonate. Who are you talking to? What do they care about? What are their pain points? What actually motivates them to buy something?

Streaming audio and podcast platforms have robust targeting tools that let you reach specific groups of listeners with messages tailored to them, whether you’re targeting northeast-based consumers, Gen Z males, or rock enthusiasts. 

Match streaming audio and podcasts to campaign goals 

When building your product advertising strategy, choose the right audio mix. Each medium has its unique strengths. To start, think about what you're trying to accomplish. Need broad awareness and reach? Streaming audio does that well, giving you massive reach and catching people during everyday activities like commuting, working out, and doing chores. Want deeper engagement with loyal listeners? Podcasts shine on this front, reaching highly receptive listeners through trusted host voices and entertaining content. Want maximum impact and move consumers down the funnel? Use a combination of both media. 

Test your creative

Your audio creative makes all the difference when it comes to reeling listeners in—or pushing them away. By making small changes in the voice actor, background music, messaging, or CTA, you can see major results. Get started with A/B testing, which lets your audience compare two versions of your creative and evaluate what they like best. 

Measure your campaign performance

Measuring your product advertising campaign depends on your goals. Are you building product awareness? Driving consideration? Pushing conversions? Digital audio has measurement tools for all of these metrics and more. Brand lift studies evaluate how your audience feels after hearing your ad, an ideal solution when you’re targeting awareness and consideration. Meanwhile, attribution studies assess the actions your audience took after hearing your ad, like website visits or downloads. These measurement solutions are just one of many that we offer so you can judge if your campaign hit the mark or not. 

Driving sales lifts for feminine care product advertiser

Looking for proof that product advertising and digital audio pair well? Take a look at this success story. A CPG feminine care product advertiser partnered with us to generate sales lifts and incremental sales. We ran a digital audio campaign targeting general market and US Hispanic adults 18 and up using programmatic audio, mobile audio, connected home audio, and more. 

Here’s what was pulled off:

• +$988K in incremental sales from campaign 

• +2.17% total incremental sales lift

US Hispanic households were particularly responsive to the campaign, with placements driving +22.64% of incremental sales with a response index of 472.

Get started with SiriusXM Media

Your product advertising campaign isn't complete without digital audio. Whether you leverage streaming audio, podcasts, or a cross-channel strategy, audio reaches people during the moments that matter most.

Let's chat.

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