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.
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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.
Executive Inteview: SXM Media on podcasts as a major media play for travel brands