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Mobile Marketer: “Audio is emerging as the mobile ad unit of choice.”

As the year comes to a close, marketers are starting to plan their advertising strategies for 2015. A Mobile Marketer article addressed this task directly and suggests that audio ads on Internet Radio will be an increasingly powerful tool. In particular, the article highlights sponsored content as a popular and effective audio ad format. XAPP announced the first voice-activated Sponsored Content Discovery ad format in August of 2014. Consumer engagement rates have been impressive and early advertisers pleased with the results.

Mobile Marketer also pointed to ad formats that drive phone calls and coupon distribution as growth areas for 2015. These are some of the more popular XAPP Ad formats. Some examples can be viewed below.

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Sponsored Content Discovery Ad
Sponsored Content Discovery Ad

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Call Now Ad
Call Now Ad

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Send Coupon Ad

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Mobile Marketer on XAPP Content Discoveries:

“Sponsored content discovery campaigns on Internet radio stations are seeing conversion rates in the mid single to low double digits – more than 10 times other campaigns. The emergence of sponsored content as a dominant advertising form – relegating an industry workhorse, display advertising, to a back seat – points to the lack of an answer to the question of how best to monetize Internet radio.”

“Ford Motor, as well as other advertisers, have engaged in interesting campaigns where they sponsor content on Internet radio that simply drives brand affinity.”

On XAPP ‘Call Now’ & ‘Send Coupon’ Ads:

“The phone call and coupon or short-term discount campaigns represent opportunities to tie Internet radio audio ads directly to immediate and measurable return on investment.”

“The ability of radio to connect with listeners, combined with the truly mobile nature of audio content, creates an environment that is very conducive to brand marketing nearest to point-of-purchase.”

On Ultramobile Listeners:

“Companies can now reach half of the U.S. population and two thirds of the 18-34 age group on Internet radio each month… Last year, the number of US Internet radio listeners rose 11.1 percent to 147.3 million. Listener growth is expected to continue for next several years…”

“‘When consumers are using their phones to listen to music, news or sports, there is no better way to reach a consumer without distraction than an audio ad,’ said Ezra Kucharz, president of CBS local digital media. ‘If a consumer has their phone stuffed in a pocket but is listening to the content, they will hear an ad better than any other format.'”

Read the full Mobile Marketer article here:
Sponsored content campaigns play a happy tune on Internet radio

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