In the rapidly evolving world of advertising, businesses are constantly seeking innovative ways to captivate and engage their target audience.
One such avenue that has gained significant attention is Amazon audio ads. As technology continues to shape consumer behavior, audio-based advertising has emerged as a powerful tool for reaching customers in a unique and immersive manner.
With the popularity of smart speakers like Amazon Echo and the widespread use of music streaming platforms, Amazon audio ads offer businesses an opportunity to deliver their message directly to millions of potential customers.
In this article, we will explore the concept of Amazon audio ads, their benefits, and how businesses can leverage this advertising platform to effectively connect with their audience and drive results.
Quick Guide
- What are Amazon audio ads?
- Why should you use Amazon audio ads?
- How to set up Amazon Audio ads?
- Six tips to create great Amazon audio ads
- Conclusion
What are Amazon audio ads?
Amazon audio ads are similar to traditional radio ads, lasting between 10 and 30 seconds, and can be utilized for various marketing campaigns.
One notable advantage is that businesses don’t need to sell products exclusively on Amazon to leverage this service, making it accessible to a wider range of companies. These ads are played between songs and can reach a significant audience, with listeners tuning in through Echo devices or the Amazon Music app on Android, FireTV, and iOS.
Pricing for Amazon audio ads is based on a cost-per-thousand-impressions (CPM) model, where you pay for every thousand views of your ad. The minimum monthly spend for using the service is $15,000, although the average minimum budget recommended by Amazon is approximately $25,000 per month.
Why should you use Amazon audio ads?
Amazon’s audio ads offer two compelling reasons to give them a try.
Firstly, the potential reach is immense, thanks to the popularity of Amazon Echo, the leading smart speaker in the United States, and the ever-growing base of over 55 million Amazon Music subscribers.
Secondly, ad-supported streaming subscriptions continue to thrive, with 68 percent of Americans relying on free streaming services, ensuring a ready audience for your campaigns. What makes Amazon audio ads particularly exciting is the opportunity to engage with audiences in a creative and innovative manner, providing you with a competitive advantage in a crowded marketplace.
How to set up Amazon audio ads?
To set up Amazon audio ads, follow these steps:
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Clarify your advertising objectives
Determine your goals, whether it’s increasing brand awareness, launching a new product, or driving sales. These objectives will guide your audio script and visual creation.
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Connect with an Amazon Ad Consultant
Reach out to an Amazon ad consultant through their Demand Side Platform (DSP) for assistance and guidance. Note that Amazon audio ads are currently available in the United States, Denmark, Italy, and the United Kingdom. To be eligible, you need a monthly advertising budget exceeding $15,000.
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Submit the audio file and banner creative
Once your business is verified, you’ll gain access to the Amazon DSP console. Submit your audio file and banner creatives following the provided guidelines and requirements.
Audio file requirements:
- Duration: 10-30 seconds
- File size: Up to 1MB
- Formats: WAV, MP3, or OGG
- Volume: 192 kbps RMS normalized to -14 dBFS Peak normalized to -0.2 dBFS
Companion banner
It’s a visual element that accompanies the audio ad and appears on the screen while the ad is playing.
Companion banner requirements:
- Creative dimension: 1024 x 1024 pixels
- Minimum file size: 750kb
- Image formats: JPEG, JPG, or PNG
- Include a click-through link (available for desktop, mobile, and tablet)
- Ad heading: Within 19 characters, incorporating the brand name and/or advertised product
- Avoid CTAs or styling ad copy like a tappable user interface
- For interactive audio ads, use the appropriate Alexa-branded speech bubble (e.g., “Alexa, add to cart”)
- URLs should be in a small, one-line text with fewer than 50 characters
- Keep ad copy concise, with a maximum of 12 words (excluding brand name, logo, and legal text)
- Minimum font size: 32pt for optimal mobile readability.
By following these steps and adhering to the guidelines, you can successfully set up your Amazon audio ads campaign.
Six tips to create great Amazon audio ads
When creating your Amazon audio ad, keep in mind that you have a limited time frame of up to 30 seconds. To make the most of this time, consider the following tips:
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Craft an impactful script
Learn the art of writing a great script by using short and simple statements that resonate with your audience. Adapt your language and tone to suit your target demographic and focus on one core concept per ad campaign to avoid confusing listeners.
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Highlight product benefits
Emphasize the unique selling points of your product and why consumers should choose it. If you have any promotions or exclusive offers, be sure to mention them. However, it’s generally best to avoid using testimonials to prevent overcrowding the recording and distracting from your main message.
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Ensure high-quality recording
Opt for a professional recording that features a crisp and clear voice. Eliminate any background interference and avoid speaking too fast, aiming to establish a connection with your audience.
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Minimize sound effects
While sound effects may sometimes be necessary, it’s generally advisable to avoid excessive and jarring sounds that may annoy listeners. If you choose to use sound effects, do so sparingly and only when they serve a purpose in conveying your message.
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Use smooth transitions
Since your ad plays between songs or other audio content, avoid long pauses or unnecessary apologies for interrupting the listener’s music. Additionally, refrain from extended fade-outs and end your ad with a clear call-to-action (CTA).
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Maintain a consistent brand message
Consistency is crucial for brand recognition and success. Forbes suggests that cross-platform consistency can significantly boost revenue. Ensure that your audio ad aligns with your overall brand messaging, language, and visuals across all marketing campaigns. A consistent and cohesive brand experience will help build trust and encourage listeners to engage with your brand.
Conclusion
Amazon audio ads present a powerful advertising opportunity for businesses to reach and engage audiences through the medium of sound. With the immense potential reach offered by Amazon Echo and a growing base of Amazon Music subscribers, these ads provide access to a significant audience. Whether it’s increasing brand awareness, launching new products, or driving sales, Amazon audio ads allow businesses to convey their message in a creative and innovative way.
Amazon audio ads offer a compelling avenue for businesses to stand out and connect with their target audience, gaining a competitive edge in the dynamic marketplace.
Author Bio:
Arishekar is a multifaceted marketing professional with a proven track record of success in the highly competitive e-commerce industry. As the Senior Marketing Director at SellerApp, Arishekar has been instrumental in driving the growth and success of the company. With over ten years of experience in digital marketing, he has specialized in areas such as SEO, PPC, social media, and content marketing, making him a multifaceted marketing professional.
Arishekar possesses a deep understanding of the e-commerce industry and has helped numerous businesses achieve their marketing objectives. He is a creative thinker and problem solver, consistently searching for innovative ways to engage with customers. His marketing strategies are always backed by data-driven insights, ensuring that his campaigns are highly targeted and effective.
Aside from his professional endeavors, Arishekar is also recognized as a thought leader in the e-commerce industry. He has written extensively on a wide range of topics such as marketing trends, e-commerce best practices, and customer behavior. His insights have been featured in numerous publications, establishing him as an authority in his field.