Audio Ads
Related articles:
For many years, traditional radio ads were the go-to marketing channel for small businesses. But now, the ad market is taking a more effective route. Digital audio advertising for small businesses has engaged and energized the market with gusto.
Every single day millions of Americans listen to new, digital advertising content. Taking advantage of this digital marketing avenue is a cost-effective and budget-friendly way to boost consumer engagement.
What's Digital Audio Advertising?
Digital audio advertising is the premier way to reach the millions of people who listen to online streaming content. About 80% of Americans age 12+ (estimated at 228 million people) are monthly digital audio listeners, according to The Infinite Dial 2025 by Edison Research.
Whether it's a podcast, music, or streaming radio, people are turning to digital sources of entertainment and education. They might be driving, working, or relaxing at home—or maybe all of those and more—but at the same time people are listening to hours of digital audio content. In the US, 53% of the population subscribes to a paid music streaming service. It's a massive target audience, ripe for ad placement.
The Power of Audio Advertising for Small Business
Audio ads offer many more benefits than traditional radio ads, both for cost and effectiveness. And it's easier than ever to create digital audio ads and place them where they will reach the right people at the right time.
Let's take a look at some of the benefits that ad agencies and small businesses can gain from digital audio advertising.
1. It Reaches More Potential Customers
Streaming audio is often on when screens are turned off. It might reach travelers listening in their cars. Perhaps through their earbuds while on a train, plane, or working out at the gym. It could be playing on a smart speaker in the kitchen or garage. Maybe running in the background on a home or work computer. No matter how the content gets delivered, digital marketing comes with it, reaching millions of listeners every day.
The scope of streaming digital platforms is substantial. Audio ads can target a wide variety of listeners from the local market to worldwide audiences, in multiple languages. In 2025, podcast listeners will grow to an estimated 584 million, increasing 76% from 2024. In the US alone, listeners are estimated at almost 115 million. That's a serious audience base, wide open for any marketing campaign.
2. It's Memorable
When folks listen "hands off," they rarely skip through ads. And customers are actually listening to those ads. They also tend to listen to longer ads as well. One Nielsen study showed 74% of listeners are receptive to 30-second podcast ads, and 27% are receptive to 60-second ads. And the longer they listen, the longer they remember your creative content.
Compare that to the video ads, banners, and pop-ups plaguing viewers on social media platforms and websites. Meta's own statistics reveal that users spend less than 3 seconds with a piece of newsfeed video content. We've learned to tune out these constant display ads, severely reducing their sales conversation and competitive advantage.
But digital audio — whenever it's delivered, wherever listeners are, whatever they're doing — customers hear it. And, as we said above, listeners tend to pay more attention to those ads, too. It's a win-win advertising strategy designed to produce greater engagement and return on investment.
3. It Motivates People to Take Action
Advertising on podcasts in particular resonates with listeners in a way that makes them respond. People tend to listen to podcasts because they are interested in the subject matter. They might also feel a sort of kinship with podcast hosts.
A study from Nielsen found that a significant number of listeners tended to take action after hearing an ad on a podcast:
- 30 million visited a website to learn more after the product was advertised, up 32% vs 2019.
- 17 million visited a website to buy or order a product advertised, up 44% vs 2019.
- 1.3 million called a telephone number provided in an ad, up 25% vs 2019.
- 4 million visited a retail location to get more information about a product advertised, up 14% vs 2019.
- 4 million visited a retail location to buy a product advertised, up 36% vs 2019.
4. Audio Advertising Builds Brand Awareness
Audio ads are excellent for building brand awareness. A well-crafted audio ad with good sound design, catchy jingles, and a compelling voiceover lingers long after it was heard. It sticks with listeners, ingraining your branding narratives, long-term.
Like a McDonald's or Farmers Insurance ad, memorable tunes and jingles cement a brand into a listener's mind. A good audio ad is infectious. And that infectious "ear worm" heightens long-term recognition and brand recall. It can help build brand loyalty, and returning loyal customers greatly spur small business growth.
5. It Excels at Audience Targeting
One of the biggest benefits of digital audio advertising is its audience targeting. With broadcast radio, a promotional message goes out over the air to anyone who might be listening. But who heard those radio spots? Nobody really knows — advertisers just hope for results. But now, we're much more precise. Digital audio ads allow small businesses to target specific demographics and audiences, ensuring their message reaches the right people at the right time.
AudioGo's platform provides a behavioral targeting feature to aim your ads directly at those listening to streaming services or podcasts related to your brand. Let's say you sell building supplies and hardware. You can target listeners in the Zip Code or neighborhood around your store, or target folks listening to home improvement podcasts.
And the targeting isn't just about location. Gender, age, time of day, language — more than 1,000 different behavior interests are available. Whether you want listener demographics like sports fans, car buyers, job seekers, or new parents, AudioGo has you covered.
6. It Goes Where Facebook and Google Don't
Social sites and search engines have their place, but users have to be interacting with their phone or computer to use them. However, many consumers listen to audio content when not staring at a screen, so AudioGo connects businesses to all those people not surfing the web.
One AudioGo customer from an ad agency told us about a client who grew sales 30% with digital audio advertising. He told us:
"The buzz factor that I got using AudioGo was a happy discovery. We’ve been advertising on Facebook and Google and whatnot for years and years, but the only times I’ve ever had clients getting calls from people saying they saw or heard their ad was either with cable TV campaigns or the AudioGo ads that ran on Pandora. ...
"When the local restaurant or physical therapist down the street runs an ad right after a Coca-Cola one, it gets people buzzing ... I’ve found that hearing small businesses being advertised alongside big national brands conveyed an aura of credibility around them. It built trust."
7. Digital Audio Ads Are Cost Effective
You don't need a million-dollar budget to get started at AudioGo. Whether you're a budding entrepreneur or an established company, you can kickstart your audio advertising journey at AudioGo for as little as $250. That small investment lets you promote your business on some of the biggest music streaming, digital radio, live sports, news, and podcast apps around.
And you don't need to pay high-priced studios audio production fees, either. If you don't have an audio ad to start, it'll run you just $10 on AudioGo to have one made via our in-app production studio. Much less costly than the thousands of dollars you might spend to have a spot recorded at most studios.
Not only does this help stretch your advertising budget, it focuses ad dollars directly on clients more likely to respond. This helps drive a better conversion rate, making your budget dollars even more effective and efficient.
8. It's the Future, Now
For decades there was a set-in-stone process for audio advertising: Consult with an ad agency, hire a studio and talent, deal with radio station agents, and foot the substantial bills that result. No more. Digital audio advertising has changed the way businesses advertise. And the audio ad industry itself is in the middle of a revolution.
Businesses and ad agencies are empowered to complete those tasks themselves, in minutes instead of days and weeks. This new way of advertising — programmatic advertising — is the future. It's targeted, data-backed, faster, and easier.
As the market grows and progresses, bringing even more listeners online, businesses will have increasing opportunities to spread their marketing messages. All with a few clicks, with a few minutes of work.
Plus, AudioGo just announced the addition of even more high-profile podcast publishers to our growing network. These new additions to the AudioGo network represent thousands of hours of premium content and millions of engaged listeners. For businesses looking to leverage the power of audio advertising, these new partnerships create countless opportunities.
Get on Board the Digital Marketing Train
It's time to get your business on the digital train. AudioGo charges as little as $250 to promote your business on some of the biggest music streaming, digital radio, live sports, news, and podcast apps around. And if you don't have an audio ad to get started, it'll only run you just $10 on AudioGo to have one made via our in-app production studio.
AudioGo's simple five-minute campaign setup process means you can quickly create and launch ads to reach over 160 million unique listeners across the US and Canada.
Now's the time to reach a new set of listeners and potential customers you never thought possible — affordably, and in a matter of minutes. Check out everything AudioGo offers, including our new dynamic pricing model that maximizes ROI and minimizes costs. It's all at AudioGo, so jump on board the digital marketing express and enjoy the results today!
