Audio Ads
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30 Seconds to Shine: Smart and Simple Tips for Audio Ads
Crafting an effective ad means more than just making a spot — it’s about creating an experience. We've partnered with Studio Resonate (audio creative agency at SiriusXM Media) to bring you these proven strategies as to how to create an audio ad. Whether you're aiming for brand awareness, driving foot traffic, or boosting conversions, these tips will help you create audio ads that connect with listeners and deliver measurable results. Let's begin!
1. Start with Strategy, Always
Know Your Goals
- Define what success looks like (awareness, foot traffic, sales, etc.).
- A clear goal shapes a focused message and strong call to action.
Know Your Audience
- Understand the kind of person your product or service will appeal to, use AudioGo’s targeting tools, and tailor your message by age, gender, location, interests, and more.
- If you’re using device or daypart targeting, think about what your audience is doing while listening — at home, in the car, at work — and how to speak to them in those moments.
Keep the Listening Environment in Mind (Streaming Music or Podcast)
- Besides customizing your message for your target audience and the moment they’re in, you can tailor it for Streaming music or Podcast listening. AudioGo allows you to add a music bed for Streaming spots while Podcast spots are voiceover-only, for a seamless fit with the listening environment.
- For Streaming, make the spot entertaining as possible to keep the listener in the entertainment flow, and for Podcasts, include more detailed/informative points to align with the content.
2. Craft a Strong Script
What’s the Hook?
- Consider what will capture attention and drive action with your target audience. Is it a specific product benefit? A true point of differentiation? A great price? Build your script idea around that point.
- Ideally, your script idea will engage the listener’s emotions, by using humor, or with a heartfelt scenario, or by making them crave the product.
Tell the Story
- Even in only 30 seconds, you can tell a short story.
- Crafting an interesting storyline can help your brand message stick.
Drive Action Clearly
Tell listeners exactly what to do. For Example:
- “Order now at [brand] dot com.”
- “Visit us in-store on Main Street.”
- “Download the app in the App Store.”
More Tips for CTAs
- Make it simple and memorable.
- Customize CTA for the listener’s context — e.g., driving vs. at home.
- Use exclusive offers or promotions to create urgency when applicable.
Keep It Short & Sweet
- Aim for ~75 words for a :30 ad, ~40 words for a :15.
- Prioritize clarity and simplicity.
- Avoid overstuffing your script — it can lead to robotic delivery and could overwhelm the listener.
Read It Aloud
- Always test your script by reading it out loud with a clock or stopwatch.
- This helps you catch awkward phrasing and unnatural pacing.
Use Formatting to Guide Voiceovers
- Put quotes around the words you want emphasized.
- Spell out tricky names or numbers (e.g., twenty twenty-five).
- More formatting guidance for scripts in the Ad Creation section of the FAQ.
3. Guide Voiceover Tone & Delivery
Be Conversational
- Think "friend giving advice," not "announcer reading copy."
- Choose a voice actor who matches your brand tone and personality: confident, friendly, professional, quirky — whatever fits your brand best.
Be Authentic
- Relatability encourages engagement. Don’t oversell — be honest and human.
- Humor, when done well, can boost recall and delight.
4. Stand Out and Be Memorable
Be Distinct
- Carefully craft all elements (script, voiceover, music) to represent your brand identity and personality.
- Keep your message simple and focused — one key takeaway per ad.
Be Entertaining
- Emotion is powerful. Humor, surprise, or delight can enhance recall.
- Music and wordplay can grab attention and boost the listener’s mood.
Be Persuasive
- Authenticity builds trust.
- Align with the tone of the listening environment and customize the message for what you know about the listener (audience profile, state of mind based on their current device/activity, etc.)
5. Streamlining Production with AI Voice
AI Voice Tips
- Choose the tone that reflects your brand identity: warm, professional, calm, etc.
- Ensure your script sounds well-paced; adjust as needed.
- When a campaign has multiple spots, consider human voice for spots with emotional impact, and AI voice for additional spots when production efficiency is needed. See here for research.
Good creative is essential for great results
Whether you write it yourself, have AudioGo’s team bring it to life, or use AI tools, these tips will help you make the most of your audio campaign. And if you need more personalized help, we’re happy to chat!
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