Raise your hand if you listen to a podcast while working in the yard? How about streaming Spotify on your morning walk with the dog? You’re not alone—79% of Americans ages 12 and up listen to streaming audio every month, according to Edison Research. That’s a massive and growing audience—and it’s one your advertisers need to be tapping into.
If you’re a publisher helping local businesses grow their reach, streaming audio is one of the most cost-effective, high-impact tools you can offer. It doesn’t require a traditional radio buy, and it allows your advertisers to compete right alongside big national brands—without the big national price tag.
Why Streaming Audio Is a Secret Weapon for Local and Niche Advertisers
This channel isn’t just for Gen Z. Streaming audio cuts across age, geography, and device. Whether listeners are driving, working out, commuting, or gardening, chances are they’re tuned in.
Even better, streaming audio ads have a 24% higher recall rate than traditional display ads, and they’re non-skippable—meaning your advertiser’s message is heard, not ignored.
As a publisher, offering this product gives you one more arrow in your quiver when local businesses ask, “How do I stand out?”
What Goals Can Streaming Audio Help Your Advertisers Achieve?
Streaming audio supports a range of campaign goals and is particularly effective for:
- Brand Awareness Campaigns- Great for new businesses or rebrands that want to stay top of mind.
- Promotions with a Clear CTA- Limited-time offers, event announcements, or website visits—audio drives action.
- Multi-Device Reach- Audio ads play across phones, tablets, desktops, and smart speakers, following the listener wherever they go.
Why Streaming Audio is a Smart Sell for Small Business Advertisers
Your local advertisers don’t need big budgets or fancy studio setups to benefit from streaming audio. Small and niche businesses often have one major challenge: breaking through the noise without breaking the bank. Streaming audio offers several key advantages that make it a smart, scalable option:
- Budget-Friendly Flexibility: You don’t need national dollars to offer big-brand audio. With streaming audio, your advertisers can run highly effective campaigns tailored to their local market, target audience, and budget. They only pay for impressions delivered to their selected audience—every dollar works harder.
- Highly Targeted Reach: Unlike traditional radio, Spotify and other streaming platforms allow for precise audience targeting—by zip code, age, interests, device, and even listening behavior. This gives your advertisers a powerful edge: their message is heard by the right ears at the right time.
- Strong Brand Recall: Streaming audio ads are immersive, non-skippable, and often listened to with headphones—keeping listeners engaged. This format delivers stronger recall and helps advertisers build familiarity and trust faster than static display ads alone.
- Local Voice, Big Impact: Want to position your advertisers as a household name in their community? Audio allows for local references, voices, and cultural cues—making it the perfect medium to build authentic, hometown appeal and trust.
How to Help Advertisers Get Started with Streaming Audio
As a publisher, your role is to guide clients through the process. Here’s how to make it simple:
- Define the Audience: Help your advertiser zero in on their ideal customer based on demographics and behavior.
- Craft the Message: Assist with scripting a short, direct audio ad (15–30 seconds) with a single clear message (or have January Spring do it for you).
- Choose the Right Voice: Professional voice talent is available, but don’t underestimate the impact of a business owner’s own voice for authenticity.
- Plan the Campaign: Set a budget and schedule, and make recommendations for frequency and duration to drive results.
- Measure and Optimize: Use reporting tools to monitor reach, engagement, and conversion actions like website visits or coupon redemptions. Streaming audio gives you real performance data—not guesswork.
How It Works: Launching Streaming Audio with January Spring
1. You Sell It—We Deliver It
We handle the fulfillment, targeting, and reporting. All under your brand. Your advertisers get premium audio placements on Spotify, with none of the backend burden on your team.
2. Ad Creation Services Available
No studio? No problem. Our team can write the script and produce a professional-quality ad with voiceover.
3. Audience-First Planning
We’ll help you define campaign targets—from geography to demographics to interest-based listening habits—so each ad hits home.
4. Transparent Reporting
Our dashboards track impressions, reach, and conversions. Your advertisers see the results. You keep the credit.
Final Sound Bite
Streaming audio is more than a trendy tactic—it’s a powerful and proven marketing channel that your local advertisers should be using right now. As a publisher, offering streaming audio helps you stay relevant, expand your digital offerings, and meet your advertisers where their customers are: with headphones in and ears open.
At January Spring, we make it easy for you to add streaming audio to your media mix. From creative production to campaign execution, we handle the heavy lifting so your advertisers sound like pros. Let’s help your clients get heard—and help you drive more digital revenue in the process.
No audio ad creative? No problem! We can build it for you.
Want to learn more about offering streaming audio through your publication? Let’s connect.