Audio Marketing: Why It Matters Now and How to Get Started
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 <ao/”>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:
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.