VIDEO: SXM Media on travel marketing through audio

Two distinct effects of the pandemic have been the rise in road trips as a mode for travel and, of course, the increase in time people are spending at home. 

In both of those scenarios, consumers are often listening to streaming audio or podcasts, whether on an in-car device or a smart speaker. 

The result is that now more than ever, audio advertising can be an effective channel for travel brands.

According to a March 2021 report from Edison Research and Triton Digital, approximately 80 million Americans, 28% of the U.S. population age 12 and older, are now weekly podcast listeners, an increase of 17% over 2020. And 62% of that population is now listening to online audio weekly. In addition, about 94 million people in the U.S. own a smart speaker, nearly five times the number from 2017.

Laura Fernandez, vice president and head of industry for travel and tourism at SXM Media, says audio advertising creates opportunities for travel brands to reach consumers throughout their day.

SXM Media is the combined advertising platform for all of SiriusXM brands including SiriusXM streaming, Pandora and Stitcher.

In an interview with PhocusWire’s Mitra Sorrells at The Phocuswright Conference 2021, Fernandez shares examples of travel advertisers using audio campaigns, how SXM Media’s in-house consultancy helps advertisers make use of new formats such as 3D audio and why an audience-based targeting strategy can be more effective than a show-buying strategy.

Watch the full interview below.