How effective is your advertising? Do customers seem immune to your display ads? It's a common issue—but there's good news. An innovative marketing channel could amp up your consumer engagement and boost your market reach. We're talking about digital audio advertising, and it's the future of ad campaigns.
Digital audio continues to grow quickly as Americans are streaming audio content more than ever. According to Edison Research, online audio has achieved an all-time high. 79% of Americans age 12+ listen to online audio every month—estimated at 228 million people.
And podcast consumption is soaring, too. 70% of Americans 12+ have listened to a podcast, and 55% are monthly listeners.
That's why adding audio content to your advertising strategy could boost your marketing return on investment and cost-effectiveness. The benefits of audio advertising are many—and at AudioGo, the cost to get started is minimal. Need more convincing? Read on ...
Audio Makes It Personal
For many consumers, digital audio content is a natural part of daily life. They might listen to a news podcast with their breakfast, stream music on their commute, and then dig into a true-crime podcast in the evening.
Audio is at their fingertips wherever and whenever they want it—mobile devices, smartphones, smart TVs, and in-car entertainment systems. These devices are changing consumer behavior.
For example, 55% of Americans listen to digital audio in the car, including about 24% of drivers or passengers who report having listened to SiriusXM in the car in the past month. And the number of paid music streaming subscriptions in the US hit 100 million in 2024. It all adds up to an immense listener base.
Plus, the creative content featured in digital audio ads helps make them personal. Consumers can listen on their own terms to music platforms they enjoy and podcasts they find interesting.
AudioGo's advanced targeting capabilities—with over 1,000 targeting options—deliver ads to listeners with related interests and tastes. Targeted ads are additive, not distracting. They have more power to build brand awareness and emotional connection, and boost the engagement rate.
With Audio, Listeners Remember and Buy
Digital Audio has people’s ears. Thanks to earbuds, smart speakers, and in-car streaming, digital audio commands listeners’ attention. At a time when consumers are bombarded with media messages, that intimacy helps small businesses stand out. (How many banners and display ads do you see in one day?)
The halo effect of audio extends to other platforms. After hearing ads on their favorite streaming audio, consumers are more likely to take action.
Podcast advertising seems to be a particularly powerful auditory experience. Edison Research and Acast report that 88% of listeners say they have taken action because of a podcast ad. And among them, 57% have visited a brand’s website and 41% have made a purchase after hearing a podcast ad.
Audacy's State of Audio report says audio ads are:
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55% stronger at driving conversions than video ads.
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28% stronger at driving conversions than search.
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13% stronger at driving conversions than social media.
With digital audio, your target audience hears, remembers, and takes action. Ad recall drives conversion rates, spawns purchases, and boosts ROI. Your advertising budget dollars are directed at consumers most likely to act upon your ad placements.
How Does Audio Amplify Digital Ads?
If it takes up to 10 exposures for a consumer to take action with your brand, then it is wise to activate multiple media. Search and social might have huge reach, but it is never a good idea to rely too much on any one media. (Remember the saying about putting all your eggs in one basket?)
Digital audio is an excellent complement to display ads, search ads, and social media because it generates more touchpoints and advances a brand’s campaign goals. Consumers use audio in multiple locations and at different times of the day, creating unique opportunities for brand exposure.
Plus, digital audio offers some highly engaging advertising formats. Host-read ads in podcasts and brand-sponsored digital streaming music stations are two of the many ways to put a brand’s product or service in a memorable and exclusive environment.
When doing media planning, it's best to take advantage of multiple avenues for the most effectiveness.
What Is Retargeting of Digital Audio Ads?
Display retargeting allows you to reconnect with people who have already listened to your audio ad by showing them a display ad as they browse the internet. It increases exposure for your audio branding by placing it in multiple formats. Retargeting works in several ways, including:
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First-time auditory engagement isn't as effective as repeated exposures. At first, consumers don't know you or your product—you're a stranger. Repetition builds connection, boosted by tactics like ad personalization and cross-platform advertising.
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The sheer number of ads that consumers are exposed to every day might prevent people from fully absorbing your message the first time around. The later exposures help drive the connections home while giving them the power to act immediately by clicking on a link.
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A consumer might not need the product when they first hear an ad. Or maybe the price of a product challenges their current budget. A retargeted ad, reaching them online, could catch them at a better time.
Smart Businesses Are Moving from Display to Audio
It makes sense to spend ad dollars where they'll be most effective. More sales for the same money (or less) means better profit margins. That's why AudioGo's advertising platform gives businesses and ad agencies a Campaign Stats Dashboard that makes it easy to measure and optimize performance.
We also provide Automated Target Recommendations to suggest relevant behavioral and predictive segments during campaign setups. That makes it easier to connect with your most important audiences. It all works together to increase advertising success.
But what about the cost, difficulty, or business applicability? Let's break it down.
Can Small Businesses Afford Digital Audio Advertising?
Small businesses used to see audio ads as being too expensive. Now, compared to traditional radio advertising, AudioGo makes it highly economical. You can get started for as little as $250. No long-term contracts.
And with AudioGo's new Dynamic Pricing option, ad spending is optimized even further, securing the most relevant impressions for the lowest cost. At AudioGo, any size business can take advantage of the latest programmatic audio, streaming services, and "sonic branding" for a low price.
Are Digital Audio Ads a Good Fit for My Business?
You might be surprised at the wide variety of companies using digital audio advertising. AudioGo works with businesses of all kinds, from ad agencies, health care, and real estate, to schools, financial services, and podcasters.
It makes sense when you consider that AudioGo gives you access to the most popular streaming apps, most-listened-to podcasts and most-recognized local stations.
Is It Hard to Create Audio Content?
It's easier than you'd imagine. We have streamlined and simplified the process to make it easy and approachable. Our creative services provide everything you'll need to create impactful and engaging messages. You can study successful ad campaigns, hear sample ads, read scripts and tips, and review ad templates we've already created.
For $10, we can provide a professional voice actor to record your ad in 48 hours or less. Or start with our free, instant production tool that leverages the latest technology to record your ad with synthetic speech and excellent sound quality.
How to Get the Benefits of Audio Advertising
Producing ads for the audio landscape has never been easier or more economical. For $250 you can start your ad campaign today. Our simple five-minute campaign setup means you can quickly create and launch ads to reach over 150 million unique listeners in the US and Canada.
Get your message heard on streaming radio, music, and podcast networks like Pandora, SiriusXM, iHeartRadio and SoundCloud. Our podcast network reaches a wide array of premium podcast publishers—including Spanish-language podcast publishers.
The future of truly effective advertising is now. Digital audio amplifies brand engagement, improves overall return on investment, and complements existing digital media marketing.
Now, who wouldn’t like the sound of that?
