Streaming Set To Break The Sound Barrier For Marketers & Listeners In 2017

Online music play concept pointing finger
SHARE
THIS



In this opinion piece, Pandora’s chief commercial director for Australia and New Zealand, Chris Freel (pictured below), explains why the sound of music streaming is only going to get louder.

Chris Freel

The audio renaissance is well and truly underway. As the impact of streaming gathers pace, audio is fast becoming the hot topic on every marketer’s lips, and 2017 is the year that streaming audio will truly break through into the mainstream vernacular of Australia.

Here are the reasons why and insights that will help clients drive results in this rapidly growing category.

Mainstreaming

The latest numbers from Statistica show that 6 million Australians are now streaming music every month.

What’s more, this number is growing fast. In 2016, the music streaming category saw 57 per cent year-on-year growth – greater than any other audio source*. This forecast is set to continue, with Statistica reporting that 41 per cent of Australians will be streaming music by 2020.

The only way is up

As the traditional barriers to streaming continue to be broken down with initiatives such as Optus’s data-free campaign, more awareness, more integrations in car and connected homes, the rate of adoption will only increase. The result of this is that advertisers can now reach a mass audience through streaming platforms.

Targeting

The power of the logged-in user provides more data than ever before and offers zero wastage for advertisers. An always-logged-in user means that streaming companies know exactly who is listening, where they are listening, when they are listening and how they are listening.

This first-party data is invaluable in helping advertisers to target the correct audience, at the right time, with the right message, making their ads more relevant and more effective. This allows advertisers to be more specific, smarter and more creative in their messaging and means that listeners are receiving ads that they are more likely to engage with.

Let me entertain you

Brands are getting more creative with their audio and finding their sonic identity. In his book The Sonic Boom, Joel Beckerman talks about how sound transforms the way we think, feel and buy. Just think about a sizzling steak, a champagne cork popping and the waves crashing against the shore. Sounds elicit emotion, nostalgia and the desire to recreate a memory.

The power of sound combined with products creates strong associations (like Apple’s iconic sound as you turn on your Mac) and brands that have a strong sonic identity are driving positive sentiment with people, Beckerman writes. Through sound, you can have a hugely positive impact on people’s mood and behaviours, leading to implicit, positive brand associations.

Can’t get you outta my head

You can’t get any closer to a listener – you are literally inside of their head. Everybody is plugged in and millions through their headphones, with all outside noise and distraction removed. In a world where everybody is scrambling to be heard, the streaming environment offers the opportunity to have direct communication without clutter and real impact.

A recent study conducted for Nestlé demonstrated how Pandora’s environment delivered a 290 per cent increase in mobile ad awareness and a 116 per cent increase in brand favourability for its ;Nescafé Coffee Break Adventures; campaign**.

Trust, engagement and receptivity go together like rama lama lama ka dinga da dinga dong!

Listeners love their streaming services. They are engaged and this builds trust. Listeners spend a significant amount of time and personal investment with their preferred streaming service, and for many, it is their happy place – a place to escape, seek motivation, inspiration and a place of relaxation.

In a recent survey of Australian streamers, 96 per cent claimed to be in a better mood after listening to their favourite music and 89 per cent said that music motivates them***.

What is clear is that streaming now is mainstream, and brands have a fantastic opportunity to influence and inspire within a very receptive, trusted and ad friendly environment.

Sources:

*OMD SoundScape Study (2016)

**Millward Brown study (November 2016)

***Pandora Mobile Music Study (July 2016, A18+  AU n = 5,420)

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]