Bridging the Audio Gap.
- In 2022, 31% of consumed media was audio while only 6% of ad spend went to the space.
- The audio gap is the gulf between the media your audience wants to engage with and the amount of spend your brands allocate to it
- In the HCP space, audio efforts need to fit brand expectations – not the other way around.
The disparity between consumption and spend means that brands and agencies are misallocating 24% of their spend. Put differently, a quarter of ad spend is sent to the wrong category.
Part of the problem is perception. When brands and agencies think of audio advertising their thoughts often drift to the realm of radio or – at most – podcasts.
While radio and podcasts work for mass audiences, when it comes healthcare professional (HCP) marketing these platforms lack the ability to target specific audiences and track activities at the physician level.
Brands therefore end up in the predicament whereby they feel that there are no platforms that work for them and their audience. As though the middle of the Venn diagram is a barren wasteland.
But worry not. HCP-marketing can happen in the audio space without giving up data and targeting expectations, you just have to look for the right partner platforms with reach, depth, audience and contextual content. These providers are out there – they just aren’t sitting at IHeartRadio or Spotify.
Chief Operating Officer, Watzan