19 aug 2025
tags: ![{text=Social media, link={url={href=http://endeavour-8736211.hs-sites.com/onze-specialisten?selected_tag=social media, type=EXTERNAL}}}, {text=Content, link={url={href=http://endeavour-8736211.hs-sites.com/onze-specialisten?selected_tag=content, type=EXTERNAL}}}, {text=15 aug 2025}, {text=Maartje Bongenaar, link={url={href=/specialist/maartje, type=EXTERNAL}}}]!
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De opkomst van audio advertising

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De allereerste radioreclameboodschap zag het licht in 1922. Deze primeur markeerde het begin van een nieuw fenomeen. Met de groeiende populariteit van streamingdiensten voor onder andere muziek en podcasts, hebben merken nieuwe kansen ontdekt om hun doelgroepen te bereiken: audio advertising. Deze advertenties kunnen variëren van korte reclamespots tot gesponsorde inhoud in podcasts.

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De kracht van audio advertising

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Audio advertising is dus geen nieuwe manier van adverteren, maar met nieuwe ontwikkelingen op dit gebied biedt het voor bedrijven echter wel de mogelijkheid om de doelgroep uit te breiden en via verschillende kanalen te bereiken. Er zijn meerdere redenen waarom audio advertising werkt.

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Gaten in de customer journey

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Terwijl geschreven en visuele advertenties belangrijk zijn, biedt audio advertising de gelegenheid om consumenten te bereiken op de momenten dat ze niet online aanwezig zijn. Voorbeelden van deze schermloze momenten zijn onder andere tijdens het autorijden, sporten of koken. Audio advertenties trekken op subtiele wijze de aandacht van luisteraars, wat in het beste geval aanzet tot verdere interactie. Audio advertenties kunnen ook dienen als herinnering aan een merk of een product. Hiermee zorg je dat je merk altijd top-of-mind blijft. Zelfs wanneer consumenten niet actief op zoek zijn naar informatie.

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Emotionele impact

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Audio heeft het vermogen om emotionele connecties met luisteraars te creëren. Het gebruik van geluidseffecten, muziek en stemmen kan krachtige emoties oproepen en merkherkenning versterken. Denk aan de herkenbare tunes van bekende merken die onmiddellijk een gevoel van vertrouwen en betrokkenheid oproepen. Als bedrijf kun je met audio advertising echt aan storytelling doen, en is het de kunst om een boeiend verhaal te vertellen in een kort fragment.

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Multitasking-vriendelijk

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Audio is een metgezel in het dagelijks leven. Één van de grootste voordelen van audio advertising is dat het mensen in staat stelt om te multitasken tijdens het luisteren. Dit in tegenstelling tot visuele advertenties, waar vaak de volledige aandacht voor nodig is. Luisteren kan altijd, wat resulteert in meer gelegenheid om een boodschap over te brengen.

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Audio advertising inzetten voor bedrijven

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1. Targeting

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Net als bij andere vormen van adverteren is het belangrijk om je doelgroep goed te kennen. Ten eerste is het belangrijk om het juiste platform te kiezen. Kies je voor radio, podcast of muziekstreaming? De verschillende platforms bieden vaak mogelijkheden voor gerichte advertenties op basis van onder andere demografische gegevens, interesses en luistergedrag.

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Met Spotify Ad Studio kun je bijvoorbeeld gebruikmaken van onder meer A/B-testen en real time reporting.

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2. Creatieve inhoud

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Het creëren van boeiende en relevante audiocontent is cruciaal. Zorg ervoor dat je advertentie aansluit bij de toon en stijl van de soort audio waarin deze wordt geplaatst. Een grappige advertentie kan werken in een humoristische podcast, terwijl een serieuze toon beter past bij nieuwsgerelateerde inhoud.

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3. Meetbare resultaten

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Houd bij hoe je audio advertenties presteren. Analyseer luistercijfers, conversies en andere relevante statistieken om de effectiviteit van je campagne te meten. Pas je strategie aan op basis van deze gegevens om de ROI te maximaliseren. Kijk hierbij vooral naar de gegevens die het meest waardevol zijn voor jouw doelstellingen, waar de optimalisatiemogelijkheden liggen en hoe je de campagnes hierop kunt aanpassen.

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What's next?

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Audio advertising is een krachtige en evoluerende vorm van marketing dat merken nieuwe mogelijkheden biedt om met hun doelgroepen in contact te komen. Met het vermogen om emotionele connecties te creëren en multitasking-vriendelijk te zijn, verdient audio advertising een plaats in de marketingmix van moderne bedrijven.

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Wil jij ook audio advertising in gaan zetten voor jouw bedrijf, maar weet je nog niet precies hoe je dit het beste kunt aanpakken? Bij Endeavour Heroes huur je eenvoudig en snel een online marketeer in om samen met jou een plan op te zetten dat voor jouw bedrijf als muziek in de oren klinkt.

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