Audio streaming platforms such as Spotify, Pandora, and others offer a significant opportunity for nonprofits to engage potential donors. Research shows that audio ads have a high recall rate, even when listeners are not fully focused. This makes audio streaming an excellent tool for guiding potential donors through the funnel, keeping the nonprofit’s story alive, and building emotional connections.
Programmatic audio streaming is a digital advertising method of using technology to automate the purchase and placement of ads in audio content, such as radio programs, podcasts, and streaming music platforms — and it’s a very underused channel in the nonprofit world.
When we think of digital audio streaming platforms, Pandora and Spotify usually come to mind, but there are so many more out there than those two. Audio streaming includes services such as iHeart, SiriusXM, and TuneIn, as well as music platforms such as Amazon Music and Apple Music. It also includes podcasts and even smart speakers such as Amazon Echo, Bose, and Sonos.
For-profit companies have already realized the power of this advertising medium and have incorporated it into their marketing plans. Here are some key statistics to know:
By strategically using audio streaming, nonprofits can reach cord cutters and engage members of other audiences who might not be ready to donate immediately.
There are many benefits of programmatic audio streaming for donor messaging for nonprofits.
Programmatic audio advertising uses technology such as artificial intelligence (AI) to find and buy the best ad inventory for your nonprofit. It targets the right platforms, programs, and times when your target donor is most likely listening. This increases the likelihood of your message reaching the right audience.
With programmatic audio advertising, you can access real-time analytics about your campaigns, creatives, and results. You can use this information to make informed decisions about which campaigns drive the best results and what isn’t working. This helps your nonprofit make the most of limited marketing resources.
Audio advertising is an excellent tool for increasing brand awareness. Unlike static advertising, it’s possible to convey your nonprofit’s personality through audio advertising. Perhaps all video and audio messaging come from your nonprofit’s mascot, leader, or brand ambassador, and as a result, their voice becomes associated with your brand. It builds on a relationship, making it easier to connect with potential donors.
Interactive display banners on audio platforms can be incredibly effective when used in tandem with audio ads. As potential donors listen to your audio content, seeing an interactive display ad with a clear call to action on the streaming platform can further engage them and increase the likelihood they will follow through by visiting your website or donating.
Audio streaming is just one of the newest media channels that offer a wide range of advertising opportunities to nonprofits. Learn more in our Quick Byte webinar How Forward-Thinking Nonprofits Maximize Today’s Newest Media Channels with Taryn Myers, Vice President of Digital Media for TrueSense Marketing; and Melqui Pires, our SEM Manager.