It’s evident that video and audio content remains supreme above many other ad channels. Whether you are a Millennial, Gen Z or a Baby Boomer, everyone can agree that video and audio content can be useful and, of course, entertaining.
Both video and audio mediums provide a tremendous window of opportunity for marketers to reach audiences at both a wide and niche scale. Marketers can employ video ads for broad reach and awareness as well as drive interest with hyper-targeted ads.
The proliferation of short-form videos in social channels, in particular, has made it easier for brands to create bite-sized videos. Besides, video assets can also be used across other digital channels such as CTV.
On the other hand, digital audio and podcasts also have a distinct advantage over other media because they can be easily consumed on the go.
In fact, Nielsen estimated that 79% of audio consumption took place when people were engaged in activities where visual media could not reach them. For activities such as driving, walking, exercising, etc. where visual advertising engagement won’t work, brands can tap into audio marketing.
Such opportunities allow brands to combine the power of video and audio mediums in their omnichannel media mix to build brand awareness and strengthen customer relationships.
Adding audio and video content to the digital marketing strategy can seem overwhelming at first, but it really doesn’t have to be. It’s just another channel that can be leveraged to deliver repurposed content from already available digital assets. With the technology we have available today, it can be easy to get started on a budget of any size. However, the key to success is keeping your audiences' persona top-of-mind and structuring content to satisfy the emotive storytellers in all of us.