The Sound of Brand-building: How to Leverage Audio Advertising

  • Consider your delivery
  • Lean into storytelling
  • Incorporate recurring sound
  • Use call-to-actions to your advantage
  • Get feedback from consumers before launching

Think video killed the radio star? Think again.

According to Nielsen’s “Audio Today 2022: How America Listens” report, radio reaches more Americans every month (93% of the U.S. population) than any other linear or digital platform. In the UK, RAJAR finds that 89% of the population listened to live radio on average for 20.3 hours per week in 2021.

And that’s not all they’re listening to. The Infinite Dial, America’s longest-running survey of consumers’ digital media behavior, notes that 62% of Americans have listened to a podcast in their lifetime, with 38% listening on a monthly basis and 26% listening weekly. Meanwhile, RAJAR finds that 19% of UK adults listen to podcasts on a weekly basis. When combined, satellite radio, podcasting and streaming music reach three in five Americans monthly.

This gives advertisers many opportunities to reach consumers. So, how can brands effectively leverage audio advertising? Read on to learn more about the growth of audio advertising and best practices for brand building with this medium.

Audio Advertising is Poised for Growth

While audio advertising is still under-utilized by many brands, more and more are recognising its potential. For example, podcast listening and advertising revenues are continuously accelerating, with ad spend growing from $806 million in 2018 globally to $2.6 billion in 2022, according to WARC. The sixth annual IAB U.S. Podcast Advertising Revenue study from PricewaterhouseCoopers predicts that podcast ad revenue will top $3 billion in 2023 and $4 billion in 2024.

In addition to podcasts, music streaming services give brands an opportunity to reach listeners. Spotify is the world’s leading audio streaming platform, with more than 500 million users and 205 million premium subscribers across 180 regions. In 2021, Spotify brought in an estimated $1.5 billion in advertising revenue. As a platform rich in listener data, Spotify enables advertisers to target according to age, gender, interests, genre and more.

And let’s not forget smart speakers! The 2022 Smart Audio Report from NPR and Edison Research finds that around half of smart speaker owners are likely to respond positively to advertising through these devices.

So, what’s an advertiser to do if they land squarely in the ‘average’ zone? Fortunately, if a company overspends on advertising relative to its market share, it will generally see some growth, even with an average, 2-Star ad. Advertising spend, as well as the emotional impact of an ad, is important.

Some of the Super Bowl commercials do have a life beyond the game, most likely to make the most of the enormous investment in the creative. However, others follow a one-and-done approach, airing only during the game. This is even more wasteful when the ad doesn’t score 3-Stars (considered ‘Good’ on our scale), 4-Stars (referred to as ‘Strong’) or 5-Stars (known as ‘Exceptional’).

Sound Strategies for Audio Advertising

There are numerous best practices for effective audio advertising, including:

Consider your delivery

The IAB U.S. Podcast Advertising Revenue study notes that host-read ads comprise 55% of ads compared to 40% that are pre-produced or announcer-read. Host-read ads are often more conversational and can be especially successful if they authentically align within the host’s interests and experiences. Pre-produced ads tend to be shorter in duration but can be equally as successful if they consider the subsequent tips.

Lean into storytelling

The IAB U.S. Podcast Advertising Revenue study notes that host-read ads comprise 55% of ads compared to 40% that are pre-produced or announcer-read. Host-read ads are often more conversational and can be especially successful if they authentically align within the host’s interests and experiences. Pre-produced ads tend to be shorter in duration but can be equally as successful if they consider the subsequent tips.

Incorporate recurring sounds

Whether it’s a signature sound effect, a distinct character voice or catchy jingle, there are different ways that brands can bring consistency to their audio ads. Much like they do in video advertising (e.g. the McDonald’s ‘Ba da ba ba ba’, the Geico Gecko’s soothing British accent and Kit Kat’s ‘Give Me a Break’ song), these sounds can serve as a cue. They quickly and effectively signal to listeners that the commercial is for a particular advertiser, resulting in higher brand recognition rates.

Use call-to-actions to your advantage

A strong call-to-action supports your short-term goals, whether it’s to get more people to your website, to make a call or to provide some sort of support, like a donation. And now, some platforms are bringing a visual component to audio ads with clickable and customizable in-app CTA cards that make it easier to discover a brand, product or service while listening.

Remember, right-brained elements like music with a discernible melody and play on words support long-term brand building. These are features you can work into a recurring jingle that delivers your CTA.

Get feedback from consumers before launching

Determining the predicted impact your ad will have on brand building can help you make informed creative decisions before it airs. Test Your Ad Audio is a platform that captures real insights from consumers, such as their emotional response to an ad. Emotions guide decision making, so understanding these feelings is crucial.