Research Reveals How Audio Supercharges Ad Campaigns

Audacy is on mission to bring this imbalance to light partnering with independent thirdparty sources to share new insights on audio39s quantitative impact Data shows that when brands shift a fraction of their ad budgets to audio it lifts engagement and drives action And as brands look to optimize their media mix audio amplifies messaging on other platforms making advertising more effective overallquotIn a word audio is immersivequot said Idil Cakim Senior Vice President of Research and Insights for Audacy which owns more than 500 local audio stations leading podcast studios Cadence13 and Pineapple Street Studios as well as the Audacy streaming app quotConsumers make emotional connections and it holds their attention like no other mediumquotEdison research shows that 95 of Americans aged 13 use audio in some form on a daily basis Media consumers spend almost a day 21 hours of their week on OTA streaming OTA or podcast content That39s according to the Audio Amplification Engaged Impressions Study Cakim saidSo what39s the medium39s secret sauce It creates intimate relationships with listeners Cakim explained Local radio fans and podcast devotees are fiercely loyal to their favorite hosts and they trust those personalities to recommend products and services Listeners rely on their favorite AMFM stations and streaming music to provide a soundtrack for their daily lives In today39s fractured media environment that level of familiarity is difficult to findFor maximum effect Audacy advocates an quotall audioquot approach where advertisers bundle AMFM radio and digital audio That combination mirrors a modern media consumer39s audio journey Cakim saidIt also optimizes campaigns allowing brands to make multiple impressions In the morning a listener might stream a news podcast over coffee then tune into their favorite AMFM station on the morning commute and in the evening play music via their smart speaker As the listener moves locations and changes devices audio and advertising travels with themCombining overtheair and digital audio also produces better campaign results In fact the new Audacy Total Audio study indicated that advertisers who used both overtheair OTA and digital audio saw as much as a 55 lift in salesShift a Little Gain a LotIn a recent analysis Neustar tracked 40 national advertisers39 media plans and found that moving just 12 of the spend to audio produced as much as a 23 increase in audio return on ad spend ROASAuto clients that increased audio spend by 18 saw their audio ROAS jump 23 Aamp16011 increase for retail advertisers produced a 16 lift in audio ROAS and a 12 increase for financial services advertisers generated a 14 jump in audio ROAS according to the Neustar analysisquotAudio works so well because of the emotional connection and because it can be in so many different places and platformsquot Cakim noted quotYou can39t really drag your TV into the streetquotAmplifying Other MediaAcross top ad categories adding audio to the media mix impacts sales by as much as 83 according to Audacy researchIt also makes other media quotwork harderquot Cakim said When auto retailers added audio it boosted impact on TV out of home and online video advertising the Neustar report found After telecom advertisers activated audio they saw a lift on TV online display paid search and paid socialAudacy39s reports show an audio ad campaign starts to produce measurable results in just one week and effects last up to 22 weeksquotWhen there is so much clutter and so much screen fatigue everyone is looking for a way to break throughquot Cakim said quotWe all need to get more share of ear mind and wallet Audio is a highly nimble effective medium to drive that homequotIndustry MissionAudio publishers need to advocate for their media share research and lobby for a larger share Cakim asserted Several categories have inefficiencies that could benefit from optimization with audio among them auto retail financial services and telecomAudio companies need to quotroll up their sleeves and have important conversationsquot she said quotIt39s a matter of recognizing how underinvested a plan might be in audio and realizing that audio is a highly efficient and effective medium Audio is in all the moments that matterquotAudio Amplification Engaged Impressions Study Alter Agents August 2020Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Research Reveals How Audio Supercharges Ad Campaigns

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Alli Romano

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