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November 19, 2023

An Advertising Channel to be Thankful For

With Thanksgiving just around the corner, it’s officially the season where everyone begins to turn their attention to things that they are thankful for. For those at leading brands and agencies around the world, that list typically includes health, friends, family, delicious food, and of course, audio.  

Sure, display, video, email, and social media are all channels to be grateful for. But audio continues to elevate reach, ROI, and engagement like no other. As of early 2023, 75% of Americans ages 12 and older have listened to online audio in the past month, while 70% have listened in the past week. Additionally, almost half of children (48%) in the US are listening to podcasts weekly, according to a study from talent agency UTA, with two-thirds listening monthly. A single, intimate medium that not only reaches but engages the entire listening population at scale – that is certainly something to be thankful for.

With the ability to reach target audiences with the right message, at the right time, and in the right place, your brand and offering becomes part of the audience’s listening experience, day, and even everyday-life, for loyal listeners. Your brand, seamlessly integrated into listeners’ routine tasks, be it driving, cooking, cleaning, relaxing, walking, and more.

The best part? It’s measurable, both from an efficacy perspective as well as an attribution perspective. By utilizing audio testing solutions, you can ensure that your audio contains the appropriate voiceover, script points, music, and more to fully-resonate and engage your unique listening audience, influencing them to take the action that you desire.  

And speaking of conversions, state-of-the-art audio attribution technology allows you to understand how your audio is helping to move the needle in terms of driving traffic, completing transactions, and more.

Interested in making your sound audio strategy something you can be thankful for? We can help. Contact us today for a hassle-free demo.

Sources: Edison Research Infinite Dial 2023, PodNews 10/27/23 newsletter

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Additional Resources

Nov 5, 2024 | Kristin Charron

Why Every Marketer Using Audio Should Leverage Brand Lift Studies

As the popularity of audio content—such as podcasts, streaming radio, and audio ads—continues to soar, marketers are increasingly incorporating audio into their marketing strategies. However, simply using audio isn’t enough; understanding its impact is crucial.
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Oct 15, 2024 | Kristin Charron

The Audio Advantage: Elevating Brand Experience Through Sound

As marketers, agencies, and brands strive to connect with their audiences, understanding the impact of sound is crucial. To shed light on this important aspect, we surveyed hundreds of podcast listeners across the U.S. to explore how sonic identities influence memorability, connectivity, and brand perception.
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Oct 4, 2024 | Kristin Charron

The Importance of Optimizing Podcast & Streaming Ads for Your Target Audience

Podcasts and streaming audio platforms have become a cornerstone of modern media consumption, attracting millions of dedicated listeners. This growth presents a unique opportunity for advertisers to connect with audiences in a personal and immersive way. However, to ensure your advertising efforts are effective, optimizing your podcast and streaming audio ads specifically for your target audience is crucial. Here’s why this optimization matters and how you can achieve it.
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