New Study: Audio Ads Outperform Video
According to a new study, audio is taking the lead in engagement. In the study, audio ads included podcasts, radio and streaming. The researchers compared audio with video, TV, social and display.
Here are the key takeaways:
- Audio has greater attentiveness scores than all other formats.
- Audio generates 5% greater brand recall than video.
- AM/FM radio and podcasts are the most cost-efficient tactics.
- Brand choice uplift for audio ads was 10%.
In a world perceived to be so visual, why does audio outperform video? Again, it goes back to how people consume content (and where). Audio listeners may be more attentive, whether in the car or sitting at their desks. Video watchers may be less so and may have videos muted.
Another point to consider is how people feel about advertising in general. It could also be that many people are ad blind to anything on the screen that isn’t what they tuned in to versus hearing short, upbeat audio spots.
So, why does this matter for local media sellers? It supports the value of audio, proving the point of radio’s influence related to purchase intent. However, since you want to expand the ad budgets you win, focus on promoting both.
Audio and Video Drive the Best Results
The most successful campaigns include multiple tactics. You can pair radio spots with video ads for display, social media or OTT/CTV. Adding streaming audio to this can amplify it further. With radio, advertisers get broad reach in a medium that reaches all demographics every day. They’ll also benefit from the “trust halo” of radio. The concept is that many people have more trust in radio because it’s local and because of their positive feelings toward on-air personalities.
With video digital advertising, advertisers can target their audience more specifically by location, demographics and interests. Thus, the content can be more tailored to whom they want to reach, which could improve recall and conversions.
An integrated campaign hits all angles, which drives higher return on ad spend (ROAS) and grows your revenue.
To learn more about the power of audio and digital, read our post, Digital Advertising Makes Radio Stronger.