"Hearing" marketing value highlights, Himalaya ushers in a new situation

Online audio is finally waiting for a new story line .

The apple in WWDC2022 A new generation of CarPlay, No longer limited to simple screen mapping , Try to deeply integrate with the car hardware and the screen in the car ; The news of Geely's acquisition of Meizu is also settled , Geely's vehicle engine interconnection layout has entered a new stage , It does not rule out the unification of mobile phones and car phone systems 、UI、 The possibility of operating logic .

Further integration of the automotive sector and the Internet of things , It shows that the relationship between infrastructure and application services is accumulating quantitative changes . For the audio content and platform accompanying the vehicle scene , The special role played in the new situation , Maybe you can find some different answers .

Like Nielsen, a market research and data analysis agency IQ stay 《 To the ear is to the heart , Polish makes no sound —— Research on the value of network audio media 》 As pointed out in , Audio media in “ A good voice ” For essence , A sensual feast that brings more hearing to the audience . Audio media with its core “ company ” attribute , And users 360 Deep integration of life scenes , Not at all “ Disturb ” The current behavior state of the user , Enables the user to achieve time “ value-added ”.

Similarly, , The world's first film, which took nine months to polish 《 Harry · potter 》 Officially licensed Chinese audio book , Also in the 6 month 21 It was officially launched in Himalaya on the th . This weight IP Through exquisite dubbing 、 Fine production and rich sound effects , For the first time, it brought the original flavor to the Chinese audience 、 Without deletion 《 Harry · potter 》. Love this IP Of the users are distributed in schools 、 In the workplace , Commuting 、 Home 、 leisure 、 Parents and children relax , Enter in another way on the Himalayas “ Magic world ”, Become the latest topic of online audio .

Behind a series of events ,“ Audio business ” It seems to be approaching a new inflection point .

01 Underestimated traffic heights

Traffic can be said to be the eternal topic of the Internet , Even after the demographic dividend disappears 、 In the context of the depletion of new traffic , The discussion of traffic is still very high .

For example, the private domain traffic that swept the market in the past two years , In the situation of high traffic prices , From the official account 、 Applet 、 It is a common practice for communities and other channels to precipitate private traffic ; Another example is the live wave triggered by short videos , drainage 、 polymerization 、 The methodology of realization has also attracted the attention of countless people .

When the main position of traffic jumps from text to short video , Audio has become a part of being selectively ignored , But also gradually in the car 、 Home Furnishing 、 leisure 、 Before going to bed and other specific scenes, it shows the advantage of traffic exposure .

After all CNNIC As early as the third day 46 Time 《 Statistical report on Internet development in China 》 It has been revealed in ： Network audio has been the third longest used application by domestic Internet users , Second only to instant messaging and online video , It accounts for as much as... Of the user's usage time 10.9%.

Analysys analysis is also 2021 The market report in ：2021 year 1-11 Month domestic “ Ear economy ” The number of monthly active people in the market exceeds 8 Million people , The average usage time per month exceeds 3 Hours , The number of starts per capita per month reached 33 More than once , exceed 80% Of users turn on audio at least once a day APP.

There is also the Himalayan prospectus ,2021 The average number of active users per month is 2.68 Billion , The average monthly active users of the mobile terminal are 1.2 Billion …… In terms of user scale and user stickiness, it has exceeded many super APP. The online audio platform represented by Himalaya is undoubtedly an underestimated traffic highland , The reason why it is underestimated , In fact, there are two reasons ：

One is the diversification of online audio application scenarios and terminals . For example, in the composition of monthly active users in Himalaya , Proportion of mobile users 45% about , Internet of things platforms and intelligent terminals account for the rest 55%, Among them, the monthly active users of the Internet of things and third-party platforms are 2021 In, it was 1.52 Billion .

By 2021 year 9 month , Himalayas and 70 Three OEMs have achieved close cooperation 23 A solution provider ,10 Cooperation between two aftermarket manufacturers . In the vehicle scene , Himalayan audio platform covers mature and rational users , Have strong consumption ability . Among the vehicle brands of Himalayan car owners ,BBA Brand accounts for 28.69%.

Two is “ Eyeball economy ” The dominant flow thinking formula . Whether it's PC Internet , Or the mobile Internet , The carrier of traffic is constantly updated , But I can't leave the screen after all , So that the aggregation and distribution logic of traffic are generated around the screen . But audio dominated “ Ear economy ” It belongs to closed screen flow logic , The user does not need eyes , You can commute 、 The housework 、 Between work and study 、 leisure 、 Use audio before going to bed , Generate listening duration .

After all, time is the ultimate battlefield of business , stay “ Screen time ” When the increment peaked ,“ Ears ” The value of time will eventually be discovered by more and more people . A distinct trend is , The sales of smart phones are from 2017 It has been declining year by year since , And smart cars 、IoT But the sales volume of such products continues to grow , The time of the “ Snatch secret war ” From the eye to the ear , It can be said to be the result of determination .

that , In the new context of closed screen traffic ,“ Ear economy ” Can the value of be seen ？

02 The trio of voice marketing

Nielsen 《 Research on the value of network audio media 》 The Research Report of , It seems to be just a study of the value of online audio media , But from three dimensions to the outside “ Ear economy ” Unique media business value in .

The first level is content planting .“ Eyeball economy ” The time tested strategy , stay “ Ear economy ” The same applies to .

There are 2.68 Millions of months live in the Himalayas , Program customization has been launched 、 Podcast marketing 、 Scene marketing and other marketing methods . Nielsen 《 Research on the value of network audio media 》 According to the survey , The Internet audio group has a high acceptance of advertising , A line of 、 vehicle 、 Pan parent-child groups are more willing to take the initiative to pay attention to advertisements . Compared with the traditional broadcast crowd 77% Advertising acceptance , The advertising acceptance of online audio crowd is higher 80%.

The second level is brand awareness , Advanced marketing is never preaching , It affects the minds of consumers , When mentioning some key words, it can spontaneously associate with the brand .

Nelson made a bold point , That is, audio has a unique role in the formation of brand cognition “ Supplementary point ” effect . The use scenarios of online audio include home leisure 、 Before going to bed 、 Commute 、 The housework 、 Driving and so on , In these scenarios, audio is often the only channel for users to receive information . Brand marketing needs to combine media with different attributes , The target population is extensively 、 Precise coverage , Online audio can complement some contacts .

The third level is behavior transformation , At a time when users' time and space are becoming more and more fragmented , The brand strategy needs to be reconstructed , Seize the best contact and opportunity for brand transformation .

Nielsen cites the Himalayan sound stream patch case in his report ： When the screen is closed , Himalayan any program longer than 8 Minutes of free album , For non member users and member users in the process of automatic switching of each program 30 Second sound advertising stream is strengthening the brand's hearing among users + Visual impression bonus , Support brand transformation . To put it simply, when the screen is closed, it combines big data and user behavior to dig deep into points of interest , And then make a precise touch .

There are many examples that can be found .

The mousse mattress was created in conjunction with the Himalayas during the world sleep day “ Sleep aid channel ”, Help mousse mattresses and people who have difficulty sleeping deeply “ communicate ”, period “ Sleep aid channel ” The average daily usage time of users reached 68 minute , The total exposure of the mousse brand exceeds 25 100 million times .

Jointly launched by China Mobile and Himalaya 《 Cosmic radio 》, Talk about the park in Japan 、 Blackwater Park 、 Digressive meeting 、 Strong swimmers, etc 30 Multiple high-quality podcasts KOL Participation and promotion , Attract the deep participation of target users , Only the daily talk park's playing volume on the platform is approaching 1.5 Billion .

As Nelson wrote in his report ： For any brand ,“ listen ” The battlefield is often the most easily overlooked . When we try to understand and reshape “ listen ” The value of , You will find the value depression of audio media investment . Audio media “ Tell me ” The quality of , In the long-term strategy of media investment , Through the logic of integrated marketing , Will be able to play a unique value .

03 New office of audio platform

It clarifies the traffic potential and marketing value of online audio , A wave of online audio “ The battle for attention ”, It seems to be a predictable result .

There are signs of increasingly fierce war in foreign markets .Twitter stay Clubhouse After becoming popular, it launched real-time audio products Spaces; Amazon has successively acquired the independent podcast platform Wondery And provide podcast hosting and “ In the middle of the ad ” Service Art19;Netflix Dug away once in Apple Podcasts The employees who work ;HBO Max Already in APP Post podcast content in ……

The domestic market seems to be calmer . The Himalayas lead 、 Dragonfly FM And litchi FM The following pattern is quite stable , The whole is still in the expansion stage of investment for growth , But there is no lack of surging undercurrent . Byte jumps at 2020 Introduced in the “ Tomatoes listen ”, Tencent is in 2021 In, KuWo Chang listening and lazy listening were merged into “ Lazy people listen ”, Netease cloud music has quietly joined FM function , The short video platform Kwai has also launched podcasts App“ Kayak ”……

Another question to answer is , When the value of audio marketing is recognized by more and more brands , The potential of ear economy has been proved in more and more cases , Where is the moat belonging to the audio platform ？ The Nielsen report does not directly answer this question , But also left some clues .

A key match point is the scene .

As mentioned earlier , Audio is exclusive in some scenes , Like driving 、 Commute 、 Before going to bed, etc , Not at all “ Disturb ” User behavior status , It can also realize the user time “ value-added ” , And then make full use of the characteristics of audio multi scene accompaniment , Arouse consumers' emotional resonance .

This is also an important starting point for Himalayan economy , exceed 140 Minutes of average daily listening time for users , It is the collection of user fragmentation time , Yes, driving 、 Before going to bed 、 Commute 、 leisure 、 Deep coverage of parent-child scenes . It not only cultivates user stickiness and Loyalty , It also provides multiple contacts for brand partners 、 Opportunities to communicate with consumers in multiple scenarios , Imperceptibly strengthen the brand equity .

Another key match point is the content .

Incentives to drive overseas platforms to cultivate podcasts , Cannot do without 《 Washington post 》、《 The economist 》、 (Reuters) - 、《 Atlantic monthly 》 And other media to launch audio content . Domestic Himalayan platforms have built PGC+PUGC+UGC The content supply pyramid .

The set of data that can be found is ： here we are 2021 year , The number of active Himalayan creators has exceeded 1351 ten thousand , It is far ahead of similar platforms in content production . The Himalayas have been linked to 160 More than one head Publishing House cooperates , And has opened up the integration of paper books and audio products with dozens of publishing houses , Currently under the category of parent-child children , Already exceeded 20 A reverse album .

The internal layout of the Himalayas has also entered a new stage in recent years , The theatrical operation mode has launched the reverberation theater 、 White night theater 、 Sainong Island 、 Quasar theater 、 Book island 、 Tianma theater, etc , Promote Chinese and foreign classic literature 、 The suspense 、 Secondary yuan 、 Science fiction 、 game 、 Sound animation and other sound works can effectively reach the circle audience .

With 《 Trisomy 》、《 A dream of red mansions 》、《 Harry Potter 》 And the advent of high-quality radio dramas and high-quality audio books , Let the audio market move from barbaric growth to high-quality production , Promoted animation 、 game 、 The sound change of literature and other contents . Press. 、 Film and television platforms also began to carry high-quality products IP Carry out diversified development , Accelerated the adaptation of audio books .

Content is used to fill in user time “ Spiritual nourishment ”, As a bond for emotional connection with users , To a large extent, it controls the direction of the tide , Affect the attractiveness of the platform .

04 At the end

As the attention bonus disappears , Online audio has been polished in the domestic market for ten years , Is gradually opening belongs to “ Ear economy ” Era .

After all, every era has its own business rules , Apple 、 Integration of Geely and other hardware manufacturers , Naturally, there will be ripples in the market ： The high traffic of online audio has been re recognized , The marketing value of ear economy has been re recognized , And the Himalayas, which is trying hard on cars and intelligent terminals , It is destined to be blessed by the powerful content ecology , Become the trendsetter of the ear economy again .

History always spirals up , It is an indisputable fact that the dividend of visual attention has subsided , And can we keep up with the new dividend cycle of the ear economy , It will directly influence the voice of audio players in the 100 billion market .

We need to measure the commercial potential of the audio track with new standards , With “ company ” And scene “ Monopoly ” Winning online audio , At present, the traffic value and business potential reflected are just the tip of the iceberg , Himalaya and other online audio platforms need to come from users 、 capital 、 Advertisers and other long-term attention and investment .