In today’s environment, cutting through the noise of competitors and media messaging in general is paramount. Volume is certainly part of that equation. In short, the more touchpoints brands can have with consumers, the better.
In order to increase reach, many brands, along with more traditional mediums like television and terrestrial radio, are testing the waters of podcasting, but what about…call waiting times?
An April 2024 survey conducted by Veritonic delved into how podcast listeners view their experiences while being on hold for a brand or service, and how the presence of audio (or lack thereof) impacted that experience and their perception of that brand or service. Let’s check out the results.
- 68% of consumers are more likely to purchase from a brand that carefully chooses its hold music or audio.
- Furthermore, more than half (57%) would choose talking over silence, and an overwhelming 92% preferred music over silence.
- Enjoyable hold music not only makes the wait more pleasant but also encourages 82% of consumers to hold for longer periods, especially if the music is by an artist or genre they enjoy.
- When calling to file a complaint, 87% preferred music over silence.
What does all this data tell us? Based on the statistic that reveals 92% of respondents wanted music over silence, it’s clear that consumers don’t want to be left in the dark while on hold. In short, they enjoy music, they’d rather listen to talking than nothing, and they’re willing to hold longer if they like what they’re hearing.
So what is the opportunity for brands beyond providing a positive experience for consumers calling into their customer service call centers? Check out this statistic:
- 40% of consumers showed interest in hearing ads for new podcasts over traditional music when on hold.
Translation: four out of ten consumers would prefer to hear podcast ads over the tradition of hearing music while they wait to be served. That means that brands engaging with podcasts, either through advertising on them or producing their own, should be looking into every way possible to reach consumers and listeners, including call wait times!
So, what’s the big takeaway for brands from this survey? If your organization has a customer support line, don’t underestimate the power of using hold periods to engage your audience. Test your hold audio to ensure it aligns with your audience’s desires and expectations. And if you aren’t already trying podcast ads out, perhaps it’s time to take the leap!
On a related note, brands looking to reach senior executives also shouldn’t sleep on the opportunities around podcast advertising!
If you’re interested in learning more, connect with a Podbean expert, who can discuss all things podcast advertising with you, including what’s best for your brand. We can help you find more ways to raise your brand awareness!