Amazon’s advertising sector is growing by 19%. The eCommerce large is at all times discovering new methods to extend consciousness and gross sales for manufacturers. And it needs to be no shock that Amazon is increasing to audio advertisements.
Why is that? Over 400 million people globally used music streaming companies in 2022, and Amazon Music is the fourth-largest.
Amazon Music isn’t the one audio product that the e-commerce large presents. Alexa, Amazon’s voice-based cloud service, helps over 100,000 sensible residence gadgets within the U.S. Audio advertisements energy all these merchandise and extra.
However how can your enterprise benefit from Amazon audio advertisements? Right here’s the way to create high-quality audio advertisements on Amazon.
What Are Amazon Audio Advertisements?
Amazon ads play between audio content material, nearly like radio or TV advertisements. They’re often between 10 and 30 seconds lengthy and might seem on various totally different platforms. Whereas Amazon Music and Alexa are widespread examples, it’s also possible to see video ads on Amazon on any Echo gadget, which incorporates FireTV, Android, and iOS.
Don’t suppose it is advisable promote merchandise on Amazon and even be an eCommerce firm to make use of Amazon audio advertisements. This service is open to all businesses, which is a big profit if you wish to entry Amazon advertising however don’t promote any merchandise on {the marketplace}.
There are a few downsides to Amazon audio advertisements, although. You may’t select your slot desire or characteristic advertisements on particular platforms. Whilst you solely pay on a CPM (price per thousand impressions) foundation, your marketing campaign should be value at the least $15,000/month. Most companies have a minimal price range of $25,000/month.
Why Ought to You Spend money on Amazon Audio Advertisements
Amazon has some of the subtle audio platforms. 8.2 million people personal Amazon Echo, and Amazon Music has 82.2 million subscribers.
Plus, music streaming has a CAGR of 13.8% between 2023 and 2033. However music isn’t the one kind of audio media that customers are consuming. 176 million People listen to podcasts each week!
For many who keep in mind the radio days, customers would flip by means of the channels each time commercials would come on. Do Amazon audio advertisements have the identical downside? Not like radio advertisements, audio ad completion rates are 91%, making this promoting simpler.
The place Do Amazon Audio Advertisements Seem?
Since Amazon audio advertisements seem on any Echo-enabled gadget, the place precisely can customers hear your Amazon audio advertisements?
Since we talked about Echo, it’s essential first to debate Alexa advertisements. Amazon performs these advertisements in quite a few methods. For instance, if customers ask Alexa a query, Amazon will play an advert earlier than the person hears their reply.
Subscribers may also hear advertisements on Amazon Music, whether or not or not they use Echo. Advertisements play between songs, just like radio or Spotify. Whereas Prime members don’t hear advertisements, those that use the free Amazon Music subscription will.
And anybody who makes use of Echo residence streaming companies will see OTT ads on numerous platforms, akin to Amazon Prime Video, Netflix, Tubi, and Hulu.
Easy methods to Make Nice Amazon Audio Advertisements
Are you satisfied that your enterprise must put money into audio advertisements? First, it’s essential to guarantee your advertisements will enhance model consciousness and convert leads.
Listed here are some ideas when promoting and advertising on Amazon with audio.
Promote With out Being Salesy
Despite the fact that Amazon audio advertisements have higher completion charges than many varieties of promoting, it doesn’t imply individuals like advertisements. 34.2% of individuals within the U.S. use an ad blocker, which means many nonetheless discover advertisements intrusive and annoying.
How do you guarantee your advert converts? Discover a steadiness between selling your enterprise and merchandise/companies with out being salesy. Most companies deal with points that profit the shopper, akin to mentioning any unique presents.
Write an Efficient Script
Write a compelling script to make listeners take note of your message. The important thing to that is to put in writing to your viewers. For instance, 54% of Brits within the 55-64 age vary use a smart speaker. For those who’re a enterprise focusing on British Echo customers, it’s finest to focus on this age group in your promoting.
Whatever the viewers you’re focusing on, at all times use easy and quick sentences. Deal with one core idea in every advert.
Know What to Keep away from
Amazon received’t play your advert if it incorporates provocative, suggestive, and/or offensive language. However there are different finest practices to keep away from.
For instance, you’ll solely wish to have one speaker per advert. Too many voices will muddle the advert, complicated your listeners. Rent a voice actor skilled in recording audio advertisements since they have to communicate coherently. Your viewers might not grasp your message if the voice actor speaks too rapidly.
Deal with one theme or CTA within the advert. Your listeners might be much less prone to act in case you have too many messages.
You’ll additionally wish to keep away from extreme sound results or background music (besides in case your advert is a tune jingle). If you wish to use sound results, use them sparingly. An instance is a bell or a whistle earlier than your CTA to get your viewers to concentrate.
Use Excessive-High quality Recording Tools
All the time file your audio on skilled recording tools. This ensures the sound is evident and crisp with little suggestions.
Whereas it’s finest to rent Amazon marketing services to make your audio advertisements, companies can DIY their promoting efforts by investing in a good microphone, a talented voice actor, and recording/enhancing software program.
Make Transitions Clean
Since audio advertisements play between music, motion pictures, TV, and queries on Alexa, you’ll must edit the advert to clean the transition between the media. The secret is figuring out the appropriate transitions for media and music promoting.
For instance, keep away from lengthy pauses. Hold your advert quick and put all emphasis on the CTA. Keep away from prolonged dialogues and apologies for interrupting.
Importing Your Amazon Advertisements
Now that you’ve got your Amazon advert, how do you get it on Amazon? This takes particular steps.
Contact an Account Government
Not like most platforms, the place you merely add the advert and make it dwell, you’ll must contact an account executive on Amazon first.
Your account government might be a serious asset to your marketing campaign since they may assist you optimize, plan, and launch your advertisements. They may also gauge your advertising targets and price range to create a marketing campaign the place you see outcomes whereas enhancing your ROAS.
Earlier than contacting an account government, Amazon will want some data from you. This contains your price range and the nation you’re focusing on. You’ll additionally want to offer your organization contact particulars.
Embody a Companion Banner
Along with the audio advert, you’ll want to incorporate a banner. That is essential since your advertisements may also run through OTT. Your banner should be a JPG sized 1024 x 1024 and no greater than 750 KB.
You may’t make the banner look clickable, akin to underlining phrases. In case your banner features a headline, it’s restricted to 19 characters. You may embody a URL with a CTA, nevertheless it should be compact. All the time use a font that’s clear to learn.
As soon as your Amazon account government approves your audio advert and banner, you possibly can anticipate your advert to go dwell inside three enterprise days.
Do You Want Assist With Amazon Promoting?
Amazon audio advertisements are an effective way to construct model consciousness and enhance gross sales, particularly since hundreds worldwide use Echo and Amazon Music. Nonetheless, promoting on Amazon may be tough, particularly in case you run an eCommerce enterprise.
That is the place we are available in. AMZ Advisers can construct a full-scale e-commerce technique for your enterprise, which incorporates Amazon advertising solutions. This may assist you enhance gross sales whereas staying forward of the competitors.
Click here to be taught extra about our companies.
Writer
Stephanie Jensen has been writing e-commerce content material for seven years, and her copy has helped quite a few shops rank on Amazon. Observe her on LinkedIn for extra perception into freelance writing and creating high-quality content material.
