5 Ways Digital Audio Can Transform Your Next Video Campaign

Picture this: You're binge-watching your favorite show when, suddenly, it cuts to a commercial break. Do you instinctively grab your phone or dash to the kitchen for a snack? If so, you're among the 78% of people who say they shift their attention away from the TV screen when a commercial starts. 

But wait, not all hope is lost. During a commercial break, the power of audio comes into play. Put simply, video ads aren’t complete without it. Even if viewers look away, they can’t ignore the sound—whether they’re still in the same room or the next—ensuring your message still reaches them through audio. Think of iconic sonic identities like AT&T’s startup tone and McDonald’s signature jingle, or memorable soundtracks or taglines; the sound of a video ad often makes the most lasting impact, lingering with audiences long after it ends. 

Knowing how important audio is to any video creative, platforms like podcasts and streaming audio become the perfect place to engage with video when headphones are in and listeners are open to both visual and sonic messaging. If you want your video ad to stand out and be seen (and heard), digital audio is the best environment for your video creative. Here’s why.

1. All Eyes (& Ears) On Your Message 

When it comes to video ads, retention stems from tapping into multiple senses, including sight and sound. But the reality is, people tend to mute videos when on mobile—a whopping 75% of consumers say they do this.

But thanks to the immersive nature of audio, that’s not the case on the SiriusXM Streaming Network. In fact, our video ads boast an impressively low mute rate—only 0.12% on average. Not bad, right? By running your ads across streaming audio, your video is not only seen but heard almost every time, even on mobile. 

2. A New Dimension of Podcasts 

Podcasts have evolved from a purely audio experience to one that fully engages fans both sonically and visually. In the past five years, podcast consumption on YouTube has surged by 106%, making it the top platform for discovering new podcast shows. Not to mention, growth in the channel has attracted a younger, more diverse listenership to podcasts, since one in three video podcast viewers are multicultural and nearly half are under the age of 35.

Podcast hosts are increasingly seeing the importance of video formats for the growth of their shows, as well. Take it from Call Her Daddy host Alex Cooper, who discusses video’s impact during an interview with Variety:

Case closed, video podcasts invite fans to connect with content in new ways, and brands can reap the same rewards when they lean into the format. From host read video ads to Youtube video ads, SiriusXM Media has everything you need to take your next podcast campaign into its video era.

3. Rewarded for Tuning In 

For today’s consumer, when done incorrectly, the typical “commercial break” isn’t just a barrier to their content, it also evokes a sense of no control. Whether or not consumers feel like they’re in the driver’s seat can make a big difference in how your ad is perceived. At SiriusXM Media, we offer video solutions that allow users to control how they interact with ads. To encourage participation, we offer reward-based video formats—offering perks like uninterrupted listening and access to premium features.

Reward-based video ads are only delivered during engaged, screen-on moments of the listening experience (like skipping a song or starting a new station) to ensure your creative is reaching a truly tuned-in audience. 

4. Watched to Completion

On video streaming platforms, there’s always a risk consumers can skip your ad early on, fast forward, or simply walk away and miss key parts of your messaging. The standard video completion rate (VCR) in these spaces is typically around 70-80%. Comparatively, VCR is 87.2% on Pandora and 89.97% on SoundCloud, so you can rest assured your consumers are paying attention on our platforms. And as if that wasn't enough, Pandora video ads are transacted on a cost per completed view (CPCV)-basis—meaning advertisers will only be billed for video ads that are played until completion. 

5. Extended Reach

Already running audio ads with us? Then you know how effective our networks and platforms are for your campaigns. Now, imagine how adding video to your ongoing audio campaigns could impact your results. In fact, we analyzed over 100 campaigns and found that adding video and display ads to an audio-only campaign with SiriusXM Media delivers a +52% incremental reach. That means you can reach fresh eyes (and ears) who otherwise might have missed your message, with just a few updates to your existing plan. 

Elevate Your Campaign with SiriusXM Media

The next time you’re planning your video campaign, don’t forget about digital audio. At SiriusXM Media, our video integrations are available no matter if you buy directly, programmatically, or through self-service, making it easy to add visual elements to any campaign.  Ready to get started? Let’s talk.