Audio Ads Overview
Audio ads are a powerful way to connect with audiences through audio-based content such as podcasts, digital radio, and music streaming platforms. They deliver brand messages in an engaging, immersive format that captures the listener’s attention.
To learn how to upload your audio creative, please refer to our article: How to use Creative Management.
Requirements
To ensure optimal delivery and performance, follow these requirements for audio creatives:
File types: .MP3, .MP4, .WAV
Bitrate: 160 kbps (hosted .MP3 files should use a constant bitrate).
Spot length: 15 or 30 seconds
Maximum loudness: 16 LKFS
Companion banner file types: .JPEG, .JPG, .PNG
Companion banners can serve alongside your audio ad upon playback, providing a visual element to reinforce your message.
Audio Creatives Best Practices
Creating high-quality audio ads involves more than technical requirements. Use these best practices to craft memorable, effective campaigns:
Optimize Ad Length
Stick to the ideal length of 15 or 30 seconds for maximum impact without losing listener attention.
Reinforce Your Brand
Repeat the brand name within the first five seconds and throughout the ad to enhance recall.
Focus on Your Call-to-Action (CTA)
Reiterate the CTA at least twice to drive listener engagement and action.
State URLs Clearly
Mention URLs in a simple, readable way. Avoid special characters like slashes or dashes, and spell out words if necessary.
Incorporate Sonic Branding
Use recognizable audio elements, such as jingles, consistent intro sounds, or signature character voices, to establish brand identity.
Mirror Natural Speech
Adopt a conversational tone with relatable language to make the ad feel authentic and engaging.
Keep Messaging Simple
Focus on one clear, memorable message rather than overloading the listener with multiple ideas.
Pace the Delivery
Use a script of 60 to 65 words for a 30-second spot, allowing room for a deliberate cadence and natural pauses. Avoid rushing to fit in too much information.