Holiday Audio Advertising with AudioGO

7 min read

Holiday Audio Advertising

As the holiday season draws near, the annual blitz to grab customer attention will be top of mind for businesses. To sway shoppers, brands and retailers need an advertising edge, and digital audio can deliver the goods. We've packed this holiday advertising guide with valuable information and proven tips on how to make sure your marketing stands out.

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The Importance of Holiday Advertising

In today’s world, not all shoppers are created equal, and neither are the places they spend their time. It’s crucial to ensure your message resonates with the right audience, maximizing the impact of every advertising dollar. With mobile and online shopping on the rise, digital audio has become a vital tool in this on-the-go age, providing seamless engagement in screen-free moments.

According to Edison Research, 67% of the U.S. population has listened to a podcast, made up of young and loyal listeners with the average listening time of 4+ hours per day. Even better, 46% of weekly podcast listeners have reported making a purchase as a result of hearing an ad. Now that is some serious holiday cheer! Also, audio ads have shown to outperform video ads for attention and recall. 

During the holidays, everyone is on the move, running errands, traveling, and attending events. Audio content is their companion, creating multiple opportunities for brands to connect with them at these crucial moments. Unlike other media, audio fits seamlessly into their day-to-day routines, making it a powerful channel for holiday advertising.

Building an Effective Holiday Audio Campaign

Understanding Your Audience and Targeting

The key to a successful holiday audio advertising strategy is knowing your audience and reaching them at the right time. This is where AudioGO shines. With over 500 targeting options, AudioGO allows you to zero in on specific listener segments. By leveraging behavioral and contextual targeting, you can deliver your message to audiences based on their interests, listening habits, geographic locations, and more.

 

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Want to reach last-minute shoppers or holiday music lovers? AudioGO has niche segments that allow you to do just that. Our platform helps you drill down to reach retail shoppers, travelers, tech enthusiasts, and even specific personas like “holiday online shoppers.” Targeted ads help your dollars go further by reaching the right listeners, maximizing your campaign’s effectiveness.

Holiday Listening Starts Early

Holiday listening habits start ramping up in September or 90 days before December 25, peaking on Christmas Day, when listeners spend more time streaming. That’s a major opportunity to get your message out there. Even after Black Friday and Cyber Monday, listeners are still actively seeking holiday deals. 

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The festivities aren't just limited to Black Friday, Cyber Monday, and Christmas. There's Kwanzaa, Hanukkah, Diwali, Lunar New Year, Friendsgiving and all sorts of other multicultural gatherings for brands to consider. New Year’s Eve often ranks among the highest listening and engagement times of the year, as listeners plan for resolutions. Extending your campaign through the entire holiday period can make a significant difference in engagement and ROI.

Sound of Celebration

Establish a Signature Sound

Holiday sounds—like jingles, bells, or festive tones—evoke a spirit of celebration and help enhance brand recall. Establishing a signature sound consistent with your brand’s holiday theme makes ads more memorable.

  • Apple uses clean, minimalist audio branding, adding soft music and friendly voiceovers. This helps create a feeling of simplicity with innovation.
  • Coca-Cola's use of iconic holiday jingles consistently makes for ear-catching ads. Familiar holiday ads evoke a warmth and celebration.
  • The McDonald's "I'm Lovin' It" jingle works year-round. But they tweak these familiar jingles for the holidays to build freshness as well as festivity.

Consistency in voice and music builds familiarity and trust. Use the same voice actor or music style across campaigns to reinforce your brand identity. Holiday-themed sounds can help reinforce your message, but be sure they align with your brand’s tone.

Craft a Compelling Message

Holiday ads need to deliver clear, relevant messages that capture attention without overwhelming the listener. Keep messages simple and aligned with the seasonal vibe. AudioGO’s Creative Services provide the tools you need to create resonant ads. From holiday background tracks to synthetic voices, you have the flexibility to personalize your message for the season.

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Connecting with Holiday Listeners

The holidays are filled with emotions—joy, nostalgia, and even stress. Tapping into these emotions can strengthen your audience connection. A well-crafted story about family gatherings or giving back can evoke feelings that resonate deeply with listeners.

A study by SXM Media, Pandora, and SoundCloud found that:

  • 77% of listeners say they tuned in to holiday music during the holiday season, underlining the strong connection between holidays and music.
  • 76% of consumers affirm that audio improves their mood, providing a powerful tool for advertisers to create a positive emotional connection.
  • 70% of individuals credit audio with relieving stress and anxiety, which probably also explains the popularity of music during the holiday madness.

Value-Based Messaging: Highlighting Discounts and Offers

Let's be real, inflation has not gone away. Now, it's not to say people will be spending less because of it, but the expectation is that folks will be doing more bargain shopping this year.

51% of listeners plan to do holiday shopping during sales events.

78%​ say they want to hear about discounts from brands because of economic uncertainties.

- Source SXM Media Soundboard, Gas Prices & Inflation Poll, A18+ (N=2,300), August 2022. Base: Total A18+.

So the lesson here is to focus on value and emphasize any special deals or discounts in your audio ad campaigns. Folks are going to try to be smart with their spending this season. 

Incorporate Multicultural and Inclusive Messaging

Many cultures celebrate different holiday seasons. Including diverse voices, language and music in ads can help brands better connect with a wider audience range. But be mindful of the different traditions and holiday themes. Create messages that are respectful and inclusive of cultural nuances.

While Christmas is widely celebrated in the US, many other holidays also occur during this quarter. Hanukkah, Kwanzaa, Diwali, and the Lunar New Year are popular celebrations. Acknowledging these in your ads can demonstrate your brand's cultural awareness. Plus, ads tailored to these specific holidays make them more engaging and relevant to different cultures.

Holiday Shoppers are Tuning-In

With AudioGO, your holiday ads can be broadcast to 150M+ listeners across top platforms like Spotify, Pandora, SiriusXM, and iHeartRadio, maximizing your reach. Want to get local instead, no problem, with thousands of radio stations available to play your ad. And cross-platform retargeting gives you another opportunity for reach and engagement. 

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Holiday ROI Performance

AudioGO’s real-time analytics allow you to monitor the performance of your holiday campaign instantly. Small adjustments—like shifting ad times or refining targeting—can lead to significant improvements in engagement and ROI. If a specific ad isn’t performing as expected, consider re-recording it with updated content, music, or even a different jingle.

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Get Started on Your Holiday Campaign

The holiday season offers a unique opportunity to connect with listeners and build brand recognition during a time of heightened consumer engagement. Don’t miss out—start your holiday campaign with AudioGO and see the festive results!