Why AudioMob’s Audio Ads Best Engage Younger Audiences

Listen to article

The Challenge

The Challenge

Social media is over-saturated with never-ending messages and advertisements. With so many stimuli that consumers are exposed to every day, it can be tricky to communicate effectively without getting lost among competitors. Younger audiences - particularly students - are a challenging demographic group to reach and engage with online. Competing against the constant flow of content among so many different social media platforms and gaining students' interests while they face school pressure and tight schedules is difficult.

The University of West England Bristol (UWE) faced a similar challenge. UWE Bristol wanted to engage with undergraduate students to spread awareness of their employment-ready courses and student amenities to drive their open-day sign-ups. The university needed to find an effective medium that would allow them to communicate with their target audience - particularly from ages 18 to 24 years old.

The In-game Audio Ad Strategy

Choosing to enhance their communication strategy, UWE Bristol looked for a more innovative avenue to reach students' ears - mobile gaming. Data shows that 74% of 18 to 24-year-olds play mobile games. Students play mobile games during their downtime - such as during study breaks, lunch, or commuting. These downtimes create the perfect opportunity for students to be more receptive to listening to a message or positively perceive an ad as they are less stressed and engaged with their mobile phones.

SMRS and UWE Bristol teamed up with audio ad company, AudioMob, to run a campaign using in-game audio ads. Their main goals were to gain more awareness for the university, increase engagements and traffic to their website and drive up sign-ups for their opening days.

To best do this, AudioMob placed the university's open-day ads within mobile games that were popular with undergraduate students. Alex Hall, Client Manager at SMRS, explains, “We know that innovation is important to UWE Bristol to help engage with students and increase brand presence. With over 3 billion mobile gamers worldwide and a significant rise in audio streaming, we saw AudioMob as an exciting opportunity.”

Innovation is the driving force for in-game audio ads. The innovative format serves audio ads while the user plays the mobile game, creating a more impactful and unique experience. In comparison to traditional image or video advertisements, listening to AudioMob’s in-game audio ad format enhances the likelihood of increasing brand metrics such as recall, message association and the intent to carry out the desired action.

The Results - Why In-Game Audio Ads Work

UWE Bristol’s in-game audio ad campaign showed tremendous results. Firstly, they received an 1800% uplift in the ads click-through rate compared to when using standard banner ads without audio. Not only did their ad reach a bigger audience, but the players who clicked through the ads to UWE Bristol’s site were most likely students interested in the university.

Getting the players to click through to UWE Bristol's site showed the effectiveness of the audio ad. Students were interested in the audio message of the ad and wanted to learn more about the university. Charlotte Hopes, Head of Marketing at UWE Bristol explains, “The AudioMob activity generated a significant amount of clicks to our website, enabling us to engage with relevant audiences and helping us to deliver against our campaign targets.”

Of the students who clicked through, 69% said they were more likely to consider attending UWE's opening day, and 75% responded by saying that they would engage by signing up to visit the university. Given these results, one can attest that the method of non-intrusive in-game audio ads can create a more appealing perception of a brand leading to a higher likelihood of engagements.

Finally, UWE Bristol’s in-game audio ads received a 67% uplift in message association. Players understood who UWE Bristol was and knew what they were offering because they listened to the whole audio ad while immersed in their game. Furthermore, placing this ad to prospective undergraduate students allowed UWE to be associated with students' top priorities.

Audio ads are generally passive, however, the mobile gaming environment is intimate and highly engaging. Serving an audio ad with banner placement creates a strong call-to-action, driving prospective students to click on the banner, increasing the chance of them signing up for an open day, as they associated UWE with having desirable student amenities after hearing their ad.

Ultimately, mobile phones are the primary screen between players and their focus. Therefore, serving an AudioMob ad within the game communicated UWE’s key messages without disrupting the overall gaming experience.

Conclusion

The in-game audio-ad format successfully communicates messages to younger audiences. In-game audio ads are an effective and modern medium that can uplift brand engagement due to the unique experience and medium they present themselves to younger audiences. Placing audio ads within a mobile gaming medium also helps innovate the overall gaming experience, creating a better brand experience for the players. The non-intrusive experience offered by AudioMob’s technology allows brands to cut through the advertising noise, enhancing the brand’s message in terms of key performance indicators and, in UWE’s case, driving open-day registrations.