A Lot of Reach - too Little Effect?
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Problem: Attention is There - Effect Often Not
Brands today are constantly competing for attention. The next swipe, the next claim, the next story: visual communication is becoming ever louder – and at the same time ever more easily overlooked.
Messages are filtered by the brain even before they are consciously perceived. Relevant content gets lost in the daily information noise, even if the budget, creative idea and reach are right.
Many campaigns do not fail due to a lack of visibility, but because they do not generate a real moment of attention. Contacts remain fleeting, there is hardly any recognition and it is difficult to prove impact. The result: high reach, but little substance.
Why Audio? Attention is Created in Mind!
Audio starts exactly where visual advertising reaches its limits. It reaches people without a screen, in the middle of everyday life: while driving, working, cooking or doing sport. Audio is not “skimmed over”, it is heard. It has an emotional impact, creates closeness and remains in the memory – often after just a few seconds.
In practice, however, audio often falls short of its potential. Traditional audio campaigns are widely distributed, target groups are only roughly approximated and success is difficult to measure. Audio is still thought of purely as a reach medium – with little control over who actually hears the message.
What is missing is precision.
Online Audio & Display Ads: Precision Meets Emotion
Today, online audio is anything but an imprecise mass medium. Used correctly, it becomes a highly precise performance component in the marketing mix – without losing its emotional strength.
Reach your target group with online audio:
- regional, interest- and context-based
- Cross-platform on smartphone, desktop and smart speaker
- Independent of fixed broadcasting schedules
- in high-quality, exclusive audio environments
Online Audio is completely ad-blocking-free, offers maximum brand safety and is reliably protected against ad fraud. Campaigns can be evaluated transparently and clearly integrated into existing marketing strategies.
But maximum attention alone is not enough.
More impact through the combination with display ads
A second point of contact is needed to turn attention into a lasting effect. An impulse that makes what has been heard visible, reinforces recognition and enables the next step.
This is where the combination of online audio & display ads really comes into its own.
If a user is first reached via an online audio spot, the message can then be picked up again in a targeted manner via display ads – on a smartphone, tablet or desktop. The communication follows a clear principle of effectiveness:
Each contact builds on the previous one. Audio creates emotion and attention, display ads provide visual anchoring and opportunities for action. In this way, target groups are not only reached, but actively guided through the campaign – cross-channel, measurable and sustainably effective.
Get in Touch With Us!
Get in touch now and take the first step towards your solution – we’re ready when you are.
Flo & Lara
Get in Touch With Us!
Get in touch now and take the first step towards your solution – we’re ready when you are.