What’s More Effective in Web3 Marketing, Audio Ads or Video Ads?

A recent breakthrough adds another layer of complexity to Web3 marketing ads. Amid the dizzying pace of technological evolution, it seems there is still much to be learned from audio ads.

Indeed, a new study reveals audio advertising may just have carved out a niche advantage over video advertising. So, how should Web3 marketers respond?

Audio Ads Outperform Video Ads

At a glance, the digital marketing market is heavily dominated by video. According to the Internet Advertising Bureau, spending on video advertisements will increase by 21% this year. This contrasts with the 11% growth forecasted for overall digital advertising.

Therefore, the cumulative expenditure on digital video ads is anticipated to surpass $55.2 billion by 2023.

Platforms like YouTube, Facebook, Instagram, Snap, Twitter, and TikTok continue to lure significant investments due to the large viewer base, particularly for content led by creators. However, this dominance might be on the cusp of a subtle shift.

Read more: How Web3 Brands Can Boost Leads With Engaging Content

Digital Video Ads Revenue
Digital Video Ads Revenue. Source: Statista

A new study by Dentsu revealed that audio ads hold a distinct advantage in garnering attention and fostering brand awareness.

In subsequent surveys, around 41% of audio ads resulted in accurate brand recall. This is a slight yet significant lead over the 38% benchmark for other forms of advertising, primarily video.

“The fact is audio attention is proving to be really high compared to our norms for other platforms, which is counterintuitive, given that you’re often multitasking when you’re consuming audio. But it actually has that attentive engagement more than other channels,” said Doug Rozen, CEO of Dentsu Media.

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Audio Attention Outperforms
Audio Attention Outperforms. Source: Dentsu

Moreover, audio advertising boasted an average of 10,126 attentive seconds per thousand impressions, eclipsing

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