With the last two years causing a wave of uncertainty and disruption to daily routines, audio content such as podcasts and audiobooks have remained a constant source of comfort for younger audiences. Audio ad spend is set for 14.4% growth this year, so brands are clearly taking note of this booming market. But they now need to consider the best way to unlock these younger audiences as presence alone is no longer enough.

Ad intrigue

According to a recent study by Audacy, podcasts are one of the most powerful ways to reach Gen Z, with less than 10% of listeners choosing to skip ads. This stat is very interesting, especially when we consider that 90% of users typically skip pre-roll ads when watching video content online. Podcasts and audiobooks in particular have completely revolutionised the audio game for ads, creating a safe space where ads no longer feel intrusive to listeners. As a result, advertisers have a clear opportunity to tap into these engaged audiences with the right content.

It’s all about trust

In fact, podcasts are now one of the most trusted media sources amongst this generation, with 69% listeners using the channel as a form of information as well as escapism. This is supported by a recent study from Spotify on marketing to Gen Zs, citing that 66% said audio had helped them feel less alone last year, while 71% said they use audio to reduce their stress levels. What’s clear is that audio is now the number one channel to reach younger audiences - surpassing social media and gaming - so what better way for advertisers to capture the attention of Gen Z? Advertisers can strengthen their relationships with Gen Z by immersing their ads within these channels. In order to be in keeping with the experience, however, it is key that these ads are dynamic and contextually relevant.

Let’s get dynamic

Nobody wants to be bombarded by irrelevant and repetitive ads - in fact research we conducted showed that 77% of UK consumers actually feel annoyed when hearing the same ad over and over. This is especially true of the Gen Z audience, who have the largest selection of innovative audio platforms to turn to yet. Advertisers and brands need to enter these trusted spaces, using relevant data points such as the location, time of day, weather or personal preferences of the user, to create meaningful, in-the-moment personalised ad experiences. For example, an ad could direct listeners to match day discounts or cheaper restaurant deals for students. Alternatively, brands could advertise the latest great phone deal or student discount on technology in a store closest to them.

Just as importantly, however, a sequence of ads can be developed so a person does not hear the same messaging twice. Sonic branding remains consistent, but advertisers can tell a story that develops across a series of ads to avoid people becoming fed up with the same message repeated over and over again.

Find your clique

These dynamic concepts are key, however contextual relevance must also be factored in. A veganism podcast, for example, shouldn’t be advertising a steak restaurant as it’s unlikely to get a warm reception from its following. Brands need to pay attention to where their dynamic ads are placed, ensuring not only that the messaging remains fresh, but also that they are delivering it to the right audience. A podcast on money saving tips for students, for example, would be a great place to target listeners with seasonal discount offers or special deals in their area.

Long gone are the days where audio was just background noise. Audio content has become an exciting and integral part of our daily lives and it’s time for advertisers to become a part of that story. This is the biggest opportunity in years for advertisers to tap into the Gen Z audience via the use of audio - and ultimately, innovative and dynamic campaigns will be the ones to catch the attention of a demographic classed as the most diverse generation in history.