Statista’s 2021 study found that agile-backed audio advertising facilitated UK grocers to achieve the largest YoY growth in nearly 20 years.
Over the course of the pandemic, UK supermarkets focused on staying agile, adaptable and current, while keeping consumers informed of relevant operational changes. According to Veritonic's 2020 study, audio ads expanded during COVID-19, as supermarkets in the UK adopted audio messaging.
When vaccinations become more widely available, supermarkets must use audio ad creatives to convey additional safety measures while balancing advertising messages. Further, growth for supermarket delivery largely remains uncharted since no single UK retailer dominates the delivery sector in consumers' minds, as per Veritonic.
Adapting good audio ads using the right tone and messaging would be crucial for supermarkets' overall marketing success. In 2021, UK supermarkets must create messaging that resonates with their customers and remain agile to leverage audio creative opportunities.
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