Home Is Where the Speaker Is—reach Households on Sonos

It’s hard to imagine a time where our homes didn’t have smart speakers, filling the room with our voice commands and their instant replies. Calling out, “Hey Alexa,” has become as second nature as saying, “Honey, I’m home!” Over 100M Americans aged 12 and up own a smart speaker and engagement is on the rise.  

To invest in this medium, look no further than Sonos, a platform offering a free, ad-supported listening experience for the whole family—and a win-win for advertisers and users. Listeners can access expertly curated music and their most loved original shows and live stations. ​Sonos stands out for empowering listeners to enjoy what they want, how they want, and where they want. And they can do it all from the comfort of their homes, which is also where 54% of daily listening time is spent.

With the global smart speaker market size projected to grow to $29B by 2032, this advertising opportunity isn’t one to be underestimated. When you advertise on Connected Home, your brand isn’t making a guest appearance in consumers’ lives but becoming an integral part of family bonding time, meal prep, celebrations, and more. Whether you’re zeroing in on large households for the back-to-school season or targeting families as your year-round audience, here’s how to reach them on Sonos. 

Tapping into More Devices than Ever

When was the last time you used your smart speaker? Was it just this morning when you turned on your speaker to play music as you got ready for the day? Or was it an hour ago when you asked your speaker for weather and traffic updates? No matter your answer, it’s likely that your target audience has similar habits that integrate their smart devices into daily life. 

Audio listening doesn’t stop when the headphones come off, and smart speakers are proof of this. Speakers aren’t just a nice-to-have but a household staple. Over four in 10 Americans aged 12 and up own not one, not two, but three or more speakers at home—setting the tone in every room.  

Ads on smart speakers aren’t just heard, they spark action. Over five in 10 smart speaker owners who have heard an ad on their device say they’re likely to respond. Thanks to the ease of replying to an ad with one’s voice, especially if a consumer is multi-tasking while listening, smart speakers make the ad experience seamless.

Reach Affluent Parents and Families

When you think of smart speaker owners, you might imagine tech enthusiasts who value high-quality sound and a seamless integration in their living spaces. While that may be true, Sonos’ audience is much more. With 1.35M monthly unique visitors (MUVs), Sonos can be considered part of the family in households across the US. Speaking of families, this demographic makes up a significant chunk of Sonos’ audience, as almost 60% of listeners are parents of children younger than 18. And over 70% of listeners have a household income of over $100K. When brands invest in Sonos, you’re reaching audiences who are tech-savvy, affluent, and hold notable consumer power.

Marry the Influence of Sonos and Scale of Pandora

While Sonos Radio owns the home, we’re the exclusive partner to monetize all of its inventory. To sweeten the deal, advertising on Sonos isn’t limited to the single platform alone. As one of our exclusive publisher partners, Sonos is only one part of the equation that makes the SiriusXM Streaming Network the force it is today—complementing our larger platforms like Pandora. Brands can combine the familial influence of Sonos (60%+ of listeners are two adult households) with the scale of Pandora (2K+ Connected Home integrations) in an all-in-one deal. Advertisers can target consumers by age, gender, geography, genre, or language content. 

Follow These Best Practices When Advertising on Connected Home

Think advertising on a smart speaker is the same as advertising on any other smart device? Think again. Due to a smart speaker’s communal and home-based nature, crafting an ad for this medium comes with its own set of best practices. 

• Speak to all: Your message reaches wider audiences on smart speakers. Co-listening is common on this platform, so tailor your ad accordingly. 

• Match the message to environment: It’s safe to assume that your listener will be at home, whether they’re lounging, entertaining, cooking, etc. Add subtle cues that are contextually relevant for home life. 

• Create a clear CTA: Traditional ad CTAs can include “tap” or “click.” However, thanks to the clickless nature of speakers, tailor your CTA around voice or contact-less commands (remember: shopping lists can easily be built hands-free with smart speakers). 

Ads, Welcome Home 

Wherever families are at home, no matter what they’re doing, Sonos follows. Investing in Sonos gives access to the SiriusXM Streaming Network, where we reach 92M listeners and an 87% ad-addressable audience.  

Ready to bring your ad to life and in front of large households? Let’s chat. 

Learn More about Connected Home Advertising