Designing and Testing an Ad Product: 5 Lessons Learned from imeem’s Audio Ads

This blog post by Sachin Rekhi, an entrepreneur-in-residence at Trinity Ventures, outlines five key lessons learned from his experience in monetizing imeem's user base through the development of unique audio advertising.

Align the ad product with your site’s user experience

Imeem sought to create an advertising experience that aligned with the user's engagement on the platform, specifically their music listening habits. The goal was to leverage the existing user behavior to create a more effective and relevant advertising format than traditional display ads.

The easy way is often not the best

While traditional online audio advertising often employed long, 30-second ad spots, imeem recognized that this approach wouldn't resonate with their audience. They opted for a more innovative approach, creating an 8-second audio ad spot paired with a standard IAB banner, delivering a more user-friendly experience.

Pick the right metrics to optimize

To evaluate the effectiveness of their advertising, imeem focused on metrics that reflected both advertiser and user satisfaction. For advertisers, they tracked click-through rates, brand recall, and other classic ad performance metrics. For users, they monitored key metrics like the number of songs played to assess the impact of advertising on user engagement.

Make sure to look at qualitative feedback

Qualitative feedback from real users provided valuable insights that complemented the quantitative data. User feedback revealed that, despite initial concerns about advertising negatively impacting user experience, many users were open to advertising as long as it was relevant and didn't disrupt their enjoyment of the platform.

Iterate on the sell in addition to the ad product

Imeem recognized the importance of actively educating ad agencies and brand marketers about their new audio advertising format. This included refining the sales pitch, tailoring performance reports, and constantly adapting to feedback from advertisers to ensure a smooth and effective sales process.

Conclusion

Imeem's journey into the world of audio advertising showcases the importance of prioritizing user experience and providing valuable insights to advertisers. The lessons learned from their experience can serve as a valuable guide for any company looking to implement innovative advertising solutions to drive monetization while maintaining a positive user experience.