In this climate, wineries must embrace new ways to reach their target audience and drive sales. One effective advertising medium rising in popularity is digital audio, which includes platforms such as streaming services, podcasts, and radio apps. In 2022, adults spent more time listening to digital audio (one hour and forty-three minutes, on average) than they did streaming video or even using social media! Wineries such as California’s DAOU Vineyards and Wisconsin’s Door Peninsula Winery have begun adding digital audio to their media mix. Wineries that haven’t tested digital audio should consider doing so to begin realizing its many benefits.

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It Offers Wide Reach and Is Cost-Effective

Digital audio platforms offer enormous reach – a conservative estimate based on research conducted by Edison Research, a leading research firm, indicates that 175 million Americans 21 and older listen to digital audio at least once a week! To boot, digital audio advertising can be more cost-effective than more traditional broadcast advertising methods like terrestrial radio or TV.

 

It Drives Engagement and Brand Awareness

Digital audio ads can capture listeners’ attention in a way that certain other marketing channels can’t. Digital audio platforms offer flexibility in terms of ad format and length, allowing wineries to create compelling and creative ads. Wineries can – and should – test different ad formats and messaging to see what resonates best with their audience. Wineries can also personalize their ads based on listener data, creating a more relevant and stimulating experience for their audience.

It Will Complement Your Other Marketing Channels

Digital audio advertising complements other marketing channels by reinforcing brand messaging and driving traffic online and to your tasting room. Incorporating additional channels into a marketing mix can increase response rates across all channels. By integrating digital audio into their overall marketing strategy, wineries can create a cohesive and impactful brand presence across multiple touchpoints.

It Offers Enhanced Targeting and is Highly Measurable

Listeners can be targeted by demographics (including age), interests, listening habits, and more, ensuring that wineries can reach the right audience. Digital audio advertising offers more enhanced measurement capabilities, as well – with certain platforms, wineries can track the performance of their audio ads in real-time, allowing them to optimize their campaigns for maximum impact and ROI.

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Digital audio advertising is experiencing impressive growth, with ad spend projected to increase 36% over the next five years. With its wide reach, targeting and measurement capabilities, and cost-effectiveness, digital audio can help wineries decant success and stand out in a crowded marketplace. By incorporating digital audio into their marketing strategy, wineries can create memorable brand experiences, drive sales, and build lasting relationships with their audience. Cheers to the power of digital audio advertising for wineries!