Why Digital Audio is Worth Your Attention
High engagement
Low ad clutter and relaxed listening contexts deliver strong completion rates (often 95%+).
Growing habits
Audio is habitual and growing in NZ; commutes are prime times to reach listeners.
Channel complement
Creates a screen-free touchpoint that complements video/display in omnichannel plans.
Precision targeting & measurement
Contextual, demographic, and behavioural options with modern analytics and attribution.
Types of Digital Audio Advertising
Streaming Audio
Broad reach; mood/activity targeting.
Podcast Ads
Contextual & host-read; high engagement.
Radio Online
Localised reach with digital overlap.
Dynamic Audio
Personalised by weather, location, time.
Voice-Activated
Interactive responses on smart speakers.
Programmatic
Automated buying & audience integration.
NZ Audio Landscape
Spotify
Music + podcasts; advanced targeting by habits and moods.
NZME (iHeart)
Large local reach; cross-platform radio + streaming.
MediaWorks (Rova)
Nationwide stations with branded content options.
Acast
Premium podcast inventory; dynamic insertion & host-reads.
Together these platforms reach a majority of NZ adults — a cornerstone for modern plans.
Targeting Capabilities
Demographic & Context
Age, gender, geo, device, daypart, language, and new vs returning listeners.
Behavioural & Mood
Genres, podcast topics, activities (workout/chill/focus), sequential messaging, audio→display sync.
Buying Methods
Direct IO
Premium inventory and custom packages.
Programmatic via DSP
Flexible budgets, real-time optimisation.
Bundle with Display/Video
Cross-format alignment and discounts.
Podcast Host-Reads
Authentic endorsements; longer shelf life.
Audio Ad Formats
15s/30s Pre-roll
Non-skippable; strong awareness and completion.
Sponsorship Tags
“Brought to you by …” brand association.
Host-Read Native
Trusted voices; top engagement.
Interactive Audio
Voice-response CTAs on smart devices.
Companion Banners
Visual reinforcement and clicks on mobile.
Best Practices for Audio Creative
- Write for the ear: conversational, simple language.
- Brand early: name in first 3–5s; repeat naturally.
- Sonic branding: music/sound beds to aid recall.
- Clear CTA: easy to remember while multitasking.
- Keep it concise: 15–30s (host-reads often 45–60s).
Measurement & Benchmarks
Completion rate
Aim for ~95%+; <90% suggests creative/targeting issues.
Clicks
~0.1–0.3% (higher with companion banners).
- Track impressions served vs completed, and frequency (ideal ~3–5/week).
- Use brand lift and pre/post studies for awareness effects.
- Attribute via codes, vanity URLs, and blended models.
Integrating Audio in the Full Funnel
- Top: reach & frequency via streaming platforms.
- Mid: contextual podcast sponsorships; host-reads for trust.
- Bottom: retargeting and sequential messages to convert.
Pair audio with visual channels for 2–3× recall lift; keep sonic branding consistent across stages.
Attribution Challenges (& Fixes)
- Audio is mostly non-clickable → plan uplift studies and blended reads.
- Track companion banners, QR/audio-sync display, and custom URLs.
- Adopt audio-specific KPIs: voice-search lift, direct-visit spikes, code redemptions.
Local Use Cases
Education
Spotify+iHeart during application cycles; geo-targeted open days.
Health
Seasonal campaigns and local service promos.
Retail
Audio→display sync; sales events; cross-device retargeting.
Government
Public service messaging and community initiatives.
Programmatic Audio Setup
DSP
The Trade Desk/Adswizz for inventory + controls.
Target
Genre, geo, behaviour; minimise waste.
Upload
15–30s MP3s + companion display assets.
Monitor
Completion, reach, frequency, CPMs in-flight.
Budget & Flighting Tips
- Flight length: 4–6 week bursts for optimal frequency.
- Minimums: ~$5k–$10k on most direct buys; consider DSPs for smaller budgets.
- CPMs: ~NZD $18–$35 depending on partner and exclusivity.
- Host-reads: reserve 3–6 months ahead; high demand.
Attention & Brand Recall Insights
- Distinctive, contextual creative boosts recall by ~30%.
- Screen-free moments improve mental availability and retention.
- Repeat 1–2 key points consistently across episodes for memory.
Creative Rotation Strategy
- Refresh variants every 2–3 weeks; aim for 3–5 versions.
- Rotate CTAs/offers and align to seasons.
- Distribute impressions across shows; target 3–5 freq per listener.
- Compare performance by variant and optimise.
Audio & Brand Safety
- Review content categories and host guidelines.
- Use curated, brand-safe podcast lists.
- Exclude explicit/competitor adjacency.
- Audit placements regularly and act fast on issues.
Common Mistakes
- Over-scripted reads; not human enough.
- Relying on visuals instead of strong audio messaging.
- Ignoring fatigue/frequency caps.
- No measurement plan for upper-funnel media.
How KBR Supports Audio
Planning & buying
Strategic partner selection and efficient buying across NZ platforms.
Creative review & production
Script support, voice talent, and sonic branding guidance.
Podcast sponsorships
Data-driven show selection and authentic integrations.
Audio reporting
Blended dashboards with actionable insights for optimisation.
Want to Add Audio to Your Mix?
We’ll map the right partners, placements, and creative to make audio work for your brand in NZ.