Audio has a unique ability to captivate and engage, which explains the global popularity of podcasts. The experience of hearing a story or message ignites the imagination, making audio an incredibly powerful medium. This same power benefits brands that use audio as a channel for advertising. A recent survey by Veritonic even found that consumers are eager to hear more from their favorite brands. This extensive survey of podcast listeners across the U.S. offers valuable insights into the effectiveness of audio ads compared to other channels like outdoor, display, video, and social media. Let’s dive in!
Memorability Matters: Audio ads are leading the pack when it comes to consumer recall. A significant number of consumers (60%) say they remember audio and podcast ads more than billboard ads, and nearly half find them more memorable than display (49%) and video ads (48%). Even social media, a dominant force in digital marketing, trails behind, with only 33% of consumers recalling these ads as well as they do audio.
Driving Purchase Intent: It’s not just about staying top of mind—audio ads are also highly effective at driving purchases. More than half (51%) of consumers are more likely to buy from an audio ad compared to a billboard ad. The impact is even stronger when audio is pitted against social media (40%), display (38%), and video ads (34%).
The Right Frequency: Of course, frequency plays a crucial role in the success of audio ads. Our findings show that 53% of consumers are comfortable hearing the same audio ad twice in one day, with many noting that repetition helps with brand recall. However, there’s a tipping point—55% of consumers report finding it irritating if they hear the same ad three times or more in a single day, and 36% say this overexposure actually decreases their likelihood of making a purchase.
Consumer Preferences: Audio ads aren’t just memorable and persuasive; they’re also preferred by consumers as a way to learn about new products and services. Over half (54%) of respondents would rather hear about new offerings through audio ads than billboards, and nearly half prefer audio to display (48%) and social media ads (45%). Additionally, 51% of consumers appreciate brands that tailor audio ads to their needs and interests.
As we said earlier, the message from consumers is clear: they want to hear from brands through audio. Are you working with a brand that’s interested in exploring the audio channel (call wait times anyone)? Or perhaps you have your own podcast (audio or video) and you’re intrigued by the idea of trying out ads. If so, connect with a Podbean expert who can help craft the right plan for your brand or podcast!
