The rise of digital audio content isn’t just a trend — it’s reshaping how brands connect with their audiences. Research shows that audio ads capture 50% more audience attention per impression than other media, such as TV, social media, and video ads.
As more people turn to podcasts, audiobooks, and streaming platforms, brands have a unique opportunity to tap into this growing medium and build a deeper connection with their audience. Now is the perfect time to invest in audio marketing, especially as consumers increasingly seek content that allows them to multitask and enjoy on-demand formats.
In this article, you’ll discover why audio marketing is essential for your brand and actionable strategies you can use to harness its power.
What is Audio Marketing?
Audio marketing is a broad strategy that leverages digital audio content — such as podcast ads, streaming platform ads, and in-app audio messages — to engage audiences in a personal and immersive way. Unlike visual or text-based ads, audio marketing allows you to reach listeners in moments when other media can’t.
When you integrate audio marketing into your omnichannel strategy, it complements your video, social media, and display ads. For example, your audience may hear an ad while listening to a podcast and later see a related ad on their favorite site. This consistency helps reinforce messaging.
One key aspect of audio marketing is programmatic audio advertising, which uses data-driven technology to serve targeted ads in real time. By evaluating listeners based on location, behavior, and preferences, you can bid for the most relevant consumers and deliver tailored messages.
Programmatic audio ads typically include a 15- to 30-second prerecorded message, and can be paired with a display banner and call-to-action. This approach enhances engagement, making the ads a powerful tool for staying top of mind in today’s competitive digital world.
What Are the Different Types of Audio Marketing?
Digital audio consumers are everywhere — on the subway, grabbing a coffee, or out running in the park. What are they listening to? Let’s explore the main types of audio marketing and how they’re shaping the advertising landscape.
Podcast Ads
With over 546 million global listeners and 55% of listeners reporting they’ve purchased a product after hearing about it on a podcast, podcasts are powerful tools for building brand awareness and driving conversions.
There are two main types of podcast ads:
- Pre-produced ads: Up to 30 seconds long, delivered programmatically to targeted audiences.
- Native ads: Often read live by the podcast host, seamlessly integrated into the content for a more personal feel.
Streaming Audio Ads
Streaming platforms like Spotify, Pandora, and Amazon Music leverage user data to deliver targeted ads, making them more effective than traditional radio ads. In fact, global audio streaming has grown 15.1% year-over-year (YoY) to reach 2.29 trillion streams, and it continues to thrive.
In addition to the “Big Three” streaming services, other popular streaming apps include:
- iHeart Radio
- Apple Music
- YouTube Music
- TIDAL
One of the key advantages of streaming audio ads is their ability to replace the one-to-many approach of traditional radio ads with personalized messaging. Traditional radio ads are broadcast to a broad audience without targeting, while streaming ads are delivered to specific users based on data insights, making them more effective and more likely to drive conversions.
Digital Radio Ads
Despite declining traditional radio spending, digital radio advertising is on the rise, with projections indicating a 6.8% increase in 2024, reaching $7.12 billion. This growth is largely driven by programmatic advertising, which automates ad buying to deliver highly targeted and precise messaging, improving both efficiency and scalability.
As ad-supported digital audio services continue to expand, the digital share of audio advertising is expected to approach parity with traditional radio by the end of the decade.
Interactive Audio Ads
These dynamic ads create two-way engagement with listeners. Unlike traditional ads, these ads invite users to take immediate action — whether through voice commands or clickable elements on smart devices.
For example, voice-activated ads on platforms like Alexa and Google Assistant enable users to make purchases, sign up for offers, or request more information — all hands-free, whether they’re cooking, driving, or working out.
Katie Clement, Media Trader at Grapeseed Media, notes “We’ve recently seen an uptick in conversions from people listening on personal assistant home devices, such as Google Home and Amazon Alexa. I expect campaign performance from these types of devices to improve even more as they gain popularity.”
Interactive audio ads have the power to move beyond passive brand awareness, offering an opportunity to drive real-time conversions and build deeper engagement.
Audio Marketing vs. Radio Advertising: What’s the Difference
Audio marketing encompasses advertising across various digital audio formats, including podcasts, in-app audio, and streaming platforms. It typically uses programmatic technology to deliver highly personalized and targeted ads. In contrast, radio advertising is limited to traditional radio, which broadcasts to untargeted, station-specific audiences.
A common concern about audio marketing is, “Does it offer enough reach?”
The answer is a resounding yes.
In the U.S. alone, over 310 million smartphone owners represent a significant potential audience.
As podcasts, audiobooks, and music streaming grow, digital audio has become a flexible, data-driven solution for brands, offering tailored ads that drive higher engagement and conversions.
If you’re still wondering whether audio marketing is worth the hype, let’s dive into its key benefits and see why it’s a game-changer for modern brands.
6 Benefits of Audio Marketing
Here are six compelling reasons why audio marketing is one of the most effective and innovative advertising methods available today:
1. It’s Audience-Targeted
Programmatic audio ads allow brands to target specific audiences based on location, behavior, and demographics. This means that two people in the same area can receive entirely different ads tailored to their individual interests and preferences. This level of targeting helps you connect with your ideal audience more effectively.
2. It Amplifies the Multi-Channel Effect
Dr. Jeffrey Lant’s famous rule of seven suggests that prospects need to interact with your brand at least seven times before converting. Audio marketing complements your multi-channel efforts by raising brand awareness across diverse platforms.
When paired with other channels like social media or display ads, audio marketing reinforces your message, creating a cohesive and memorable brand presence.
3. It Allows Data Tracking
One of the standout advantages of audio marketing is the ability to track and measure performance. Programmatic audio ads provide data on key metrics like completion rates —whether users listen to an ad fully or skip it — and even post-ad behavior. This data helps you refine campaigns, improve ROI, and tailor messaging to help you get the most out of your audio marketing investment.
4. It’s Relevant to the Listener
Audio marketing excels at delivering highly relevant ads. These ads can be customized based on a listener’s location, interests, or even past behavior, ensuring a personalized experience.
Consider this scenario: when David moved from New Jersey to London, he continued listening to his favorite New York Giants podcast. Despite tuning into U.S. content, programmatic technology ensured he received geographically relevant ads, such as promotions for local events in London or updates on the latest UK travel policies. This level of relevance not only engages listeners but also significantly increases the likelihood of conversion.
5. It Improves Brand Recall
Audio marketing has a proven edge in brand recall. According to Nielsen, audio ads deliver 24% higher recall compared to display ads.
Real-world campaigns demonstrate the power of creative and multi-format audio strategies. For instance, Burger King ran a successful multi-format campaign on Spotify in France to promote their Mystery Burger. This effort resulted in a 52-point increase in ad recall among listeners exposed to multiple formats and a 12-point increase in association with the Mystery Burger promotion.
Additionally, research shows that combining audio and video ads on Spotify can boost ad recall by 90% and increase brand awareness 2.2 times.
6. Allows Creativity and Flexibility
Audio marketing allows for creative freedom. For example, you can use voice, sound effects, and music to craft memorable and engaging campaigns. The absence of visuals means listeners rely solely on auditory elements, making the use of compelling storytelling and sound design even more powerful.
Bonus Benefit: On-Screen Companion Banners
Many audio platforms include a companion banner (dependent on the publisher) displayed on-screen during the ad. This banner provides a one-click pathway to the brand’s website, creating a seamless way for users to take action.
This visual component adds significant value to your audio campaign by reinforcing brand messaging and driving immediate engagement.
How to Integrate Audio Marketing into Your Strategy
To integrate audio marketing into your strategy, consider using it at various stages of the marketing funnel — from raising awareness to driving conversions.
- Top of the Funnel (Awareness): Use audio ads on platforms like podcasts or streaming services to introduce your brand to new audiences. Reach potential customers in moments when they’re most receptive, such as during their commute or while multitasking.
- Middle of the Funnel (Consideration): Engage listeners who have interacted with your brand before. For example, if a user hears an ad while driving and doesn’t act, use retargeting to follow up with a more specific audio ad on another device, reinforcing your message.
- Bottom of the Funnel (Conversion): Target users who have shown intent, such as those who browsed products on your website but didn’t purchase. Serve them with a tailored audio ad that nudges them toward conversion—whether it’s a limited-time offer or a reminder to complete their purchase.
Real-World Success in Audio Marketing
At Grapeseed Media, we help our clients harness the power of audio marketing.
Berkeley Repertory Theatre partnered with us to bring audiences back after the pandemic. By targeting arts enthusiasts and using real-time data to serve ads, we achieved a 1,244% return on ad spend (ROAS). Audio ads played a key role in driving engagement, helping to meet the goals of increasing ticket sales and reaching pre-pandemic attendance levels.
Similarly, we worked with The McKittrick Hotel to promote the lesser-known show, The Woman in Black. By using audio and video ads on platforms like Spotify and connected TV, we delivered a 685% ROAS, with an impressive 85% completion rate and 0.23% CTR. The campaign boosted awareness and conversions, and engaged new audiences across multiple touchpoints.
Partnering with experts like us ensures that your audio ads are optimized for maximum impact and efficiency. Our team stays on top of the latest trends in audio marketing, so you can stay ahead of your competition and integrate audio into your broader marketing strategy effortlessly.
Whether you’re looking to improve brand recall, enhance engagement, or drive conversions, we help you execute campaigns that seamlessly complement your existing efforts.
Contact us today to explore how audio marketing can amplify your brand’s reach and drive powerful results.
