How audio adtech can help brands connect with diverse communities

Contextual targeting can help advertisers deliver timely and authentic messages to listeners

As Pride Month came to an end, I entered a reflective mode where I considered the relationship between diverse audiences, such as the LGBTQ+ community, audio, and technology; you know, typical marketer thoughts. And as a marketer, an audiophile and someone that identifies as a member of a diverse community, I began to think about the audio ads I receive — the good and the bad — and how technology aided those ads' success or even hindered them. 

You see, brands have the power to enhance the listening and ad experience by amplifying diverse voices and fostering inclusivity. And audio advertising technology is the magnetic force that holds it all together. 

The young and diverse audio landscape

There is an undeniable connection between digital audio – streaming audio and podcasts — and the diverse demographics it reaches. According to MRI-Simmons, streaming reaches a staggering 83% of 18 to 34-year-olds and 84% of 18 to 24-year-olds. Podcasts are also a big part of this trend. A survey conducted by Edison Research showed that 47% of people between the ages of 13 and 24 had listened to a podcast in the last month. In contrast, only 22% of those aged 55 and older had done the same.

If we take a closer look at these age groups, we'll realise that they also happen to be some of the most diverse age groups in history. A 2022 Gallup survey showed that among adults in Gen Z (born between 1997 and 2004) aged 18 to 25 in 2022, an astounding 19.7% identify as LGBT. In comparison, the figures for Millennials stand at 11.2%, while it's 3.3% or lower for older generations.

Furthermore, digital audio is growing particularly among Black and Hispanic audiences; the latter is a major demographic with three out of five Americans having Latin roots, according to Pew Research. When surveyed, 68% of Black Americans regard themselves as music fans and 70% of Hispanics declared they listen to more audio content today due to its accessibility. 

In fact, within AdsWizz’s US Marketplace, Spanish language streaming content increased 55.7% from June 2022 to December 2022, and AdsWizz now has over 40,000 Spanish-language podcast episodes active for contextual targeting via Dynamic Ad Insertion (DAI).

Right time, right place

DAI can be an impactful (and readily available) way to connect with diverse audiences, empowering brands to deliver real-time, contextually relevant, and highly effective ads. By aligning their messages with events, themes, or specific activities, advertisers can ensure that their audio ads feel timely, authentic, and ideally in sync with the diverse experiences and celebrations of the communities they’re reaching out to. 

This capability allows brands to deliver the right message at the right moment, maximising the effectiveness and resonance of the ads. Today’s DAI capabilities can replace podcast baked-in ads, which is especially important since many listeners start new shows from the first episode.

Measurement and analytics tools play a crucial role in understanding the specific needs, preferences, and behaviours of diverse communities. By delving into the data, marketers can gain valuable insights into how listeners interact with their content, uncovering patterns and trends that help shape future campaigns.

Measurement insights can also extend beyond individual campaigns, and identifying broader trends and shifts in listener behaviour allows marketers to adapt strategies accordingly. For instance, if a podcast consumption surge exists among a particular demographic, marketers can prioritise podcast advertising and allocate resources, stay ahead of evolving trends, maintain relevance, and effectively reach their target audience with pertinent content and experiences. 

Tailor your message, target your audience

As a brand, tailoring your advertising messaging to a specific audience showcases an understanding and appreciation for the community in question and demonstrates genuine care. With personalised communication, advertisers can forge deeper connections and foster a stronger bond with like-minded audiences, resulting in impactful and enduring brand-consumer relationships.

For example, acknowledging the diversity within the bilingual Hispanic audience is crucial, as they possess unique preferences and experiences. An SXM Media study shows that 54% of US Hispanics are bilingual - 22% are mostly Spanish, 7% are Spanish and English, and 25% are mostly English. 

Reaching this unique spectrum is easier than you might think, too. Beyond familiar targeting segments such as device type, geo, and demo, podcast contextual targeting lets you drill down to themes, topics, and sentiment. For example, perhaps you want to target Spanish-language podcasts that have topics centering around sporting or music events.

Brands and diverse communities have always existed, and today we live in a digital era where technology can amplify the connection between the two. By leveraging innovative tools to effectively find and deliver their message in authentic and personalised ways, brands can create moments that deeply resonate with diverse listeners.