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Audio Ads: The Rockstars of Media

Updated: May 8

Why podcasts, streaming ads, and even AM/FM radio are essential marketing channels in 2023

headphones and microphone against teal background

Last week, we discussed the importance of creative visuals in ad campaigns for authentic brand-building. Creative diversification is imperative for telling stories in a manner best received by the target audience and preventing ad fatigue.

But equally important is the way your advertisement SOUNDS.

TV commercials, radio spots, social and video ads can worm their way into a listener's ears (if they weren't paying attention before!) and stay in their memory long afterward. (How easily could you recall the "Nationwide is on your side" jingle?) In fact, 60% of listeners' ad engagement carries over from the audio content heard immediately before, according to 2023's Sonic Science Volume 2 study.

Creating excellent audio ads is part of building your brand's identity as well as selling your product. Learn more about the effectiveness and impact of audio advertising below.

Why is audio advertising effective?

How can audio ads build a brand?

What are best practices for audio advertising?


Why is audio advertising effective?

Audio ads have the ability to capture and hold the listener's attention. When people are engaged in audio content, such as streaming music, podcasts, or radio, they are more likely to pay attention to the ads that play during those moments. Well-crafted jingles, voiceovers, and music can evoke strong feelings and associations, making the ad more memorable.

Another reason audio advertising is effective is the ability to reach well-targeted audiences. With the rise of streaming services and digital radio, advertisers can target specific demographics, interests, and behaviors, ensuring that their message reaches the right audience at the right time. This precision targeting can lead to higher conversion rates.

On the backend of campaigns, digital audio platforms often provide detailed analytics, allowing advertisers to track the performance of their ads. This data can help refine targeting, messaging, and overall ad strategy for better results.

How can audio ads build a brand?

Audio ads can thoroughly convey a brand's message, values, and identity. Repeated exposure to a consistent audio branding strategy helps reinforce brand recognition and recall. When consumers encounter the brand later, they are more likely to remember it due to the familiarity established through audio advertising.

There's a reason brands pay top dollar for podcast host-read ads. By associating itself with a listener's favorite podcast hosts, musical artists, or radio shows, a brand can gain credibility and relevance among its intended demographic.

Omnichannel is everything: Audio advertising can be part of a larger multichannel marketing strategy, reinforcing the brand's messaging across various platforms and touchpoints, such as social media, video, and print.

What are best practices for audio advertising?

Don't just list your product's features; tell your story. Audio ads can tell compelling stories that resonate with listeners. Narratives can illustrate the brand's values, history, or mission, making it more relatable and humanizing the brand.

Google recommends using a consistent tone and tempo. For 30-second ads, aim for 55-75 words. And be conversational! A friendly tone helps listeners smoothly transition between entertainment content and ads.

Finally, Spotify Audio Ads recommends employing "a combination of background music and sound effects [to] instantly conjure a mood and give context to your core message."

The professional media buyers at Exverus do audio advertising for brands directly through platforms like Spotify and programmatically every day. If you have questions or thoughts about how best to get a brand into consumers' ears, drop us a comment below. We'd love to hear from you!


This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.


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