Audio advertising Is in its performance era—It’s all about results

Americans are shown an average of 4,000 advertising messages daily, and breaking through that clutter is no easy feat. In today’s advertising landscape, all media must be high-performance media. And according to leading researchers, only audio can consistently pierce through the noise. In a recent study, media agency Dentsu evaluated how audio and video ads drive attention and action, and audio shattered expectations, attracting more attention than TV, online video, social media and display. 2X attention Audio drives more than double the attention of TV, display, and social media.¹ +67% brand choice Audio delivers an increase in brand choice that is +67% higher than Dentsu average of other media.¹ Audio is clearly in its performance era. But even with this winning formula, many brands are underinvested in audio, and results-oriented marketers are missing out. In order to stay ahead of the pack with media planning and investments, here are the four strategies seasoned audio advertisers live by for high-performance results. 1. Optimize your media mix, so it isn’t the anti-hero. “It's me. Hi. I'm the problem, it's me,” says your media mix. The balance of the media mix is something that marketers are always fine-tuning, and while each brand requires its own recipe of channels, marketers who are investing heavily in the channels that drive the most conversions are rising to the top. With more measurement capabilities at your disposal, powerhouse channels like AM/FM radio are showing what they can do to drive sales. Radio drives greater sales conversion 2. Your creative Cliff’s Notes: dissecting the 30-second spot. The best audio ads are memorable, informative and entertaining. That’s a tall order in just 30 seconds, so here’s your audio ad cheat sheet to help you make the most out of your ad performance: Try it out—can you read the following lines without also singing the tune in your head? I’m lovin’ it Like a good neighbor… The best part of waking up… You’ll probably be humming these branded tunes all day—that’s the power of sonic branding. 3. Level up your podcast buy. The secret is out that podcasts reach engaged audiences who take action. In fact, 65% of listeners have purchased a product or service from a brand they heard advertised on podcasts, according to Edison Research’s Super Listeners report. However, not all podcast campaigns are created equal. Today’s forward-thinking marketers deploy a multipronged approach that balances addressable and contextual to get the best of both worlds in the pod-sphere: Targeted shows and hosts for deep engagement and authenticity, matched with the scale of reaching your key audiences in more places across the network. 4. Getting closer to creators with podcast integrations. By getting closer to the creators, your brand can be shown front and center, integrated directly within the podcast, displayed on video, and in real life. Here’s how: Fortunately, audio’s performance era has a lot more stage time, and with these audio tips you’ll be well on your way to crafting your brand’s own performance era. For more audio data and tips to uplevel your audio performance, check out Audacy’s State of Audio guide. Sources 1. Dentsu Attention Economy Audio Study, conducted by Lumen Research, 2023 2. Sound Creative: How to Build Winning Audio Ads, Audacy, February 2023 3. Podcast Consumption on YouTube, Veritonic, 2023 About Audacy At Audacy, we are unapologetic champions of audio everywhere, on every device. We are a multiplatform audio powerhouse, home to the country’s most compelling personalities and the most influential collection of broadcast and digital content, podcasts and premium live experiences. What makes us special is our deep connection with the communities we serve. They are diverse, mass and niche, bound together by shared geography and through shared experiences and passions across distances. Wherever they are and wherever they go, we are with them, In moments big and small. In the ones that matter most.

Audio advertising Is in its performance era—It’s all about results

Featured Stories