Hong Kong – As audio-driven platforms are growing exponentially all over the world, and Hong Kongers have shown a ‘listen-first’ behaviour even with video platforms like Youtube, livi Paylater, a Hong Kong-based BNPL (Buy Now Pay Later) service under virtual bank livi Bank, has partnered with dentsu’s digital-first end-to-end media agency iProspect to launch the industry’s first audio ads on Youtube, in an aim to grow with their audiences.
According to consumer insights conducted by Google, 63% of consumers spend the most time listening to music digitally on Youtube, and 81% of the measured campaigns have proven to lift brand awareness when launched in Youtube Music. Youtube thus reacted swiftly to support users who are opting for audio-based experiences, including music lineups expansion for audio and podcast targeting, amongst others. In response, instead of investing solely in the mass video, livi Paylater has refined its marketing strategy to launch four sets of audio.
Moreover, the voiceover is conducted by Jay Fung, Hong Kong’s popular singer, who has given the audios a great deal of relevancy and familiarity for his listeners. With this, the results include accumulating 130% total impressions on top of standard video buy, about 82% completion rate of audio ads and created an ad-recall for audiences, and over 100% relative search lift on the ‘livi bank’ search term.
Eric Lin, CMO of livi Bank, shared that livi Paylater enables a smarter way of spending that allows customers to have greater control of their spending and create the financial flexibility to help them to live life to the full.
“Whether it is for those just released trainers, furniture for a first flat, a gift for a loved one, the phone upgrade, a rent deposit or the course fees for advancement, they can all benefit from livi Paylater. As an innovative brand, we are always looking for new ways to engage our customers and create meaningful relationships with them,” said Lin.
Meanwhile, Kitty Kwan, associate planning director of dentsu international Hong Kong, commented that this is definitely an insight-driven media breakthrough and they’re glad that it brings incremental reach on top of the standard video buys.
“Leveraging the growth of audio platforms, we believe audio ads are one of the great potential formats to reach out proactively to our target audiences under a fragmented media landscape. Based on the audiences’ insight report powered by dentsu’s proprietary tool, the target audiences of livi PayLater are fashionistas, digital savvy and pursuing quality of life, hence we transformed this insight into 4 sets of audios, including Luxury, Gadget, Home-moving and Travel, with merchant offer support in a personalised approach,” said Kwan.
