When it comes to keeping consumers engaged with your ads, audio has strengths other platforms lack. Consider this: 61% of audio audiences keep listening through the ads, according to a new Audacy report. Compare that to TV, where around three-quarters of viewers admit to tuning out ads by grabbing their phones, laptops or tablets.
So, what should brands consider when crafting a contemporary audio strategy? A new report from multiplatform audio content provider Audacy—”2022 State of Audio: The Disruptors”—breaks down what audio disruptors are doing today to take a total audio approach that encompasses podcasts, radio, digital radio and more.
The guide includes:
- Embracing total audio: A growing number of brands are placing their bets on platforms that can engage audiences across multiple channels throughout their day, and ad buys that combine two or more radio and digital channels have grown 20% in the past three years.
- Audio for acquisition: The cost to convert a new customer is 38% lower when advertisers diversify their audio campaigns vs. single-channel audio buys.
- Play to passions: Think beyond classic demographic groups and more about fans and where they gather. Then use tactics like influencers and personalities to attract and engage with those fans.
Find out more about what forward-thinking brands are doing in audio today—download the report.