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4 Reasons Healthcare Marketers Should Run Digital Audio Ad Campaigns

Digital audio offers a targeted, immersive ad experience for audiences. If you’re not already running digital audio campaigns, here’s four reasons you should be adding them to your mix.

Consumers are connected around the clock to their devices — smartphones, tablets, smart speakers, watches. This constant connection opens up new opportunities for your digital marketing mix as you can be reaching your target audience in new ways.

4 reasons digital audio campaigns work for healthcare

Digital audio campaigns are a great opportunity to spread the word about your healthcare organization and services. It’s also called programmatic audio advertising, which means the platform uses an automated selling and insertion of ads into audio content, much like display advertising. This means digital audio ads allow you to easily target the right listeners at the right time and place.

Here are the top four reasons your marketing team should be investing in digital audio ads.

#1: Broaden your exposure to valuable audiences</h3

Digital audio listeners are an important target audience who is only consuming more online audio. Consider these stats:

  • Podcast listeners typically have university-level education, are employed, and earn a household income above $100k per year. (Edison Research)
  • Millennials and Gen Z, who are becoming key healthcare buyers and have a big lifetime value, are a demographic that considers digital audio a top channel. (Edison Research)
  • The time US adults spent with digital audio recorded an 8.3% growth for a total of 1 hour, 29 minutes per day. (eMarketer)
  • Digital audio accounted for 11% of total media time per day for US adults in 2020 (eMarketer)

#2: Access to hyper-targeting

Like other digital channels, digital audio lets you use similar advice targeting parameters, including location, demographics, and online behavior.

With programmatic audio, you have the option to fine-tune your targeting even further. You can use data from audio partners like Spotify, Pandora, and iHeart Media to target specific genres, niches, and demographics. This allows you to target your campaign to complementary genres or topics.

#3: Improve recall

According to Neilson Media Lab audio ads have a 24% higher recall rate than traditional ads. Which makes sense — listeners typically aren’t engaging with other media, which means they won’t be distracted when they hear an ad. With their undivided attention, the ad will have more of an impact.

Combine that with the fact the vast majority of audio ads can’t be skipped, your ads will have a higher rate of exposure, getting the most out of your campaign budget.

#4: Easy to track

Digital audio advertising gives you the opportunity to measure reach, impressions, listen through rate, and click through rate in real time.

Unlike traditional radio ads, where campaign performance data is limited, potentially inaccurate, and typically not available until a campaign has ended, you can easily analyze, adjust, and pivot audio ads as they are running.

An immersive media that pays off

Thanks to streaming audio’s ability to be highly personalized and dynamic, 43% say the audio ads are more relevant to them. (Pandora) If your organization is focusing on delivering more personalized content and ad experiences, digital audio is a channel worth considering.

If you’re unsure how to get started or want to run a test campaign, our team can help. Check out some of the results our team delivering for Wayne UNC Health’s digital audio campaign, and then let’s talk about how we can do the same for your health system.

Kelly Collins

Senior Digital Marketing Strategist

4 Reasons Healthcare Marketers Should Run Digital Audio Ad Campaigns