How cross-platform audio delivers for advertisers

I’ve said it before and I’ll say it again: Audio delivers for advertisers. Brands that utilize cross-platform audio—over-the-air (OTA) radio, streaming and podcasts, together as part of their media strategies—are realizing better campaign performance, better full-marketing funnel metrics and most importantly, better outcomes for their businesses. And yeah, I can prove it. Radio, the OG of all media, reigns supreme as a reach tool, hitting the ears of 91% of Americans every month, according to Nielsen Audio. When coupled with streaming and podcasts—becoming true cross-platform audio—the value proposition of audio is exponentially bolstered with the ability to precisely target large groups of high-propensity cohorts who are most likely to engage and most likely to convert. Cross-platform audio plans that activate the audio trifecta are poised for success. Cross-platform listeners are twice as likely than average to make a purchase after hearing audio ads.¹ For advertisers, the power of the audio superfan is unmatched. The Proof: Cross-platform audio plans drive purchases Defining the cross-platform listener The universe of people who flow between linear radio, streaming content and podcasts all day long is growing by leaps and bounds. Over the past two years, these super listeners have increased by 66%.² More than a demographic, cross-platform listeners are defined by behavior. They’re 52% more likely to have a college degree and two-thirds more likely to have a household income over $100,000 than digital-only content consumers.³ This is where the buying power lives. These are high-propensity shoppers who want to be sold quality products. Here’s a great Audacy Insights piece to understand this cross-platform listener even more. Cross-platform listeners are tech-savvy multitaskers and digital natives who seamlessly transition between OTA radio, streaming content and podcasts throughout the day—at home, on the go and at work. I’m one of them. I go from news and sports on the radio to a podcast in the car and streaming the good ol’ Grateful Dead at work. Importantly, cross-platform listeners are receptive to advertising, as long as messaging is contextually relevant to the moment they’re in and the content is well produced. I’ve waxed on about the power of great audio creative before. The Proof: Cross-platform listeners are highly trusting and ad-receptive. And thanks to incredible strides in audio measurement, we can now definitively prove that audio delivers against topline sales and revenue goals. To quote the greatest ad man of all time, David Ogilvy,“We sell, or else.” Cross-platform audio sells cars: Consider this example of how Hyundai drove off a winner with a cross-platform audio campaign The goal was to improve Hyundai’s position among the consideration set for ready-to-buy auto intenders. For this year-long campaign, the Hyundai team got big points for going all in with a cross-platform strategy, using audio’s power to the fullest. Our team positioned the Hyundai audio plan with these integrated campaign elements known to drive success: With the help of radio stations nationwide, 29 podcast hosts and a targeted digital campaign, we introduced Hyundai’s brand position to critical audiences in the market for a new car. The results: a 7.4 point lift in purchase intent and an amazing 10.4 point jump in favorability among female listeners. Sports marketing benefits as well: Radio and digital audio boost purchase intent for leading sportsbook brand Here’s another example of how cross-platform audio is making waves in the world of sports marketing. A leading sportsbook brand was looking to connect with existing fans and new prospects alike. With a comprehensive audio strategy in play—leveraging both radio and digital platforms—the sportsbook aimed to boost awareness, favorability and intent to purchase. This campaign activated radio and podcast platforms, segmenting existing customers and prospects. The design allowed the client to test single channel and cross-channel audiences to compare the performance of their cross-platform strategy. The results: The campaign generated lifts among both current and potential customers. This well-established brand saw a 7% lift in awareness, a significant increase in favorable attitudes, and most importantly their boost to purchase intent, with a staggering 24%+ lift in intent among existing consumers and 14%+ lift for prospective audiences, representing new business opportunities. ‹ › × (Click image to enlarge) Source: Client Brand Lift Study, Veritonic, Jan 2024 But the real game changer? Cross-platform listeners outperformed their single-channel counterparts by a landslide, proving once again the undeniable power of cross-platform Audio advertising. Cross-platform listeners fill the conversion gap—driving 29%+ higher purchase intent⁴ Activating a cross-platform audio strategy So what’s the key takeaway here? It’s pretty simple. While incorporating one audio channel will bolster every media plan, those that include radio, streaming and podcasts are real game-changers for return on spend and for creating exceptional outcomes for your business. So go ahead, turn up the volume and let your message be heard. Your audience is listening. And buying. Sources 1. Audacy X-Platform Audio Survey, Suzy Insights, June 2023 2. The Infinite Dial 2023, Edison Research 3. 2021 MRI Simmons Spring Doublebase USA Weighted by Population; Audacy Super Listeners = Audacy OTA listeners and have listened to a podcast in the last 30 days 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.

How cross-platform audio delivers for advertisers

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