Audio's Effectiveness Revealed: Research Shows Higher Performance Across Full Marketing Funnel

The audio advertising market in the USA is caught in a paradox: 24.5% of ad-supported media consumption is audio, yet only 8.4% of ad spend is attributed to audio.

This creates a great opportunity for marketers since audio provides a short-term profit ROI of 2.47 times, compared to the all-media average of 1.87 times, according to recent industry data.

Leading brands, such as P&G, are already tapping into the reach, effectiveness, and efficiency of audio. The study investigates whether barriers to audio investment are based on fact or perception.

The Key Points:

• Audio reaches 84% of no- and low-TV viewers aged 25-54

• Audio ads create significantly higher attention rates than other media: 10,126 Average Persons Reached per Million vs. 6,501 industry norm

• Multi-platform audio campaigns drive 50% higher ROAS compared to digital-only approaches

• New measurement tools allow for accurate tracking and optimization

• Audio drives impact across the full funnel: 49% awareness, 40% consideration, 45% purchase

Highlights:

The study has highlighted main barriers related to measurement, integrating creative elements, and strategic perception. However, proof of audio excelling in reach, attention, targeting capabilities, and driving both brand and performance outcomes is presented. Extensive case studies are given that demonstrate the effectiveness of audio across categories.

The Big Picture: For the podcast and audio industry, this research validates audio's strategic importance while highlighting areas requiring continued evolution:

• The need for harmonized measurement approaches

• To better unleash audio's brand building potential

• The importance of making audio easier to plan, buy and optimize

• The value of establishing audio-specific creative best practices

• The benefit of taking a portfolio approach across audio formats

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