7 Ways Display Ads Complement Digital Audio Advertising
Mar 11, 2025So, you’re starting to explore the many digital audio advertising opportunities—give yourself a pat on the back. You’ve taken the first step. As you get started and decide which ad formats are best for your campaign, you might be overlooking display ads. While audio is king, a digital audio campaign doesn’t have to be limited to your audience’s ears.
Deciding between display and audio ads shouldn’t be an either-or situation—both have their time and place in the sun. While audio ads have (and always will) stand out for their ability to allow listeners to stay engaged while being hands-free, combining them with display ads boosts engagement. Just think of how far display ads have come. And with SiriusXM Media, you get 100% share of the screen across all platforms with display ads.
Below, let’s dive into what display ads are, the benefits, and how they complement the digital audio experience.
What Are Display Ads?
If you have a computer or any modern smart device, you’ve likely seen or interacted with hundreds of thousands, if not millions, of display ads in your lifetime. As you put on your advertiser hat, let’s cover the basics.
Display ads (also known as digital display ads) are any visual static, video, or animated advertisements that appear online—most often on social media, websites, or web-based mobile apps.
Display ads can come in the form of banners along the top, side, or bottom of your screen. A more modern version would be an animated interstitial ad that takes over the screen, sometimes prompting the user to make a decision.
Here are some of the common display ad types:
Push Notifications: Primarily a form of mobile display ads, push notifications can be delivered to users at any time, even when they’re not in the app. However, they require users to give consent to receive push notifications in order for them to be delivered.
Banner Ads: Found in clickable static or animated form, banner ads are often displayed at the top or bottom of a web page or mobile app.
Web Skins: Just like it sounds, web skins easily integrate your brand and messaging with apps like Pandora. You can customize the creative with your choice of colors and design and brand elements.
Native Ads: Often more subtle and contextual, native ads are seamlessly integrated within the online environment where they are placed and feel less like an interruption.
Carousels: Sometimes, one screen isn’t enough to get across your message. Showcase more complete storytelling with carousels, which are interactive units with multiple panels.
Interstitials: Available as animated or static, interstitials prompt users to make a decision. This ad can temporarily take over an app or webpage with a message, video, or interactive experience that users close before their content resumes.
How Do Display Ads Work on Audio Streaming Platforms?
It can be easy to overlook digital display ads in an audio-first environment. But here’s why this ad type shines: Display ads only reach listeners when they’re locked in and engaged with their streaming app. For instance, when users are logging in to their Pandora account, hitting thumbs up on the latest Bad Bunny track, or browsing playlists. Your display ad only reaches listeners during these receptive moments, also known as moments of active engagement.
How Do Display Ads Complement Digital Audio Advertising?
1. Take Advantage of 100% Share of Screen
Pairing display ads with digital audio advertising gives you the opportunity to command the entire experience. When your ad is placed in your audience’s streaming app, it’s guaranteed that your ad is the only one they see.
And with our promise of 100% share of screen, you can sit back and let your brand’s visual identity and messaging shine—ultimately driving consumer action.
2. Contextualize Audio Ads with Visual Reinforcement
Every consumer has their own style of learning about a new brand or product. Some are enticed by audio effects and music, another may need to see the same ad a few times to boost recall, while someone else may appreciate a visual story. The more you can cater to various consumer preferences, the better chance your brand has of being remembered. Display ads have the power to visually reinforce your audio message, while boosting brand recognition, for a more immersive, multi-sensory experience.
3. Sponsored Listening Builds Goodwill
Ever chosen not to skip an ad to get 30 minutes of free listening in return? This is called sponsored listening. Have listeners view your brand positively by sponsoring several hours of uninterrupted ad-free listening after interacting with your display ad. On Pandora, 87% of the audience listens with ads, creating high receptivity for your message.
4. Reward Listeners for Interacting
The rewards don’t stop with sponsored listening. We offer video plus, which gives listeners access to premium features, additional skips, and song replays after engaging with an ad. These value-exchange opportunities result in higher interaction rates and better brand perception.
5. Reduce Your Audience’s Ad Fatigue
Ad fatigue can occur when listeners are exposed to the same advertisement one too many times, or when they find it dull or irrelevant. Help mitigate ad fatigue by switching up your strategy. If your audience is accustomed to hearing audio-only ads from your brand, reaching them with display ads can breathe new life into your messaging. Even better, create display ads to complement sequential audio ads to develop and reinforce your brand's messages over time as you move listeners down the path to purchase.
6. Immerse Listeners in Rich Media
With technology advancements, the sky is truly the limit when it comes to ad creative. Modern streaming platforms support sophisticated rich media experiences that can transform simple display ads into multi-sensory, interactive brand experiences. Think of dynamic banners, interactive quizzes, or virtual product tours. We provide access to animated interstitials, carousels, and first impression takeovers. This capability allows advertisers to create more engaging and memorable campaigns.
7. Support Ads with Interactive CTAs
Display ads provide immediate, clickable pathways for listeners to take action on audio messages. The options are endless—encourage listeners to visit a website, claim an offer, or learn more about your product or service.
What Are the Benefits of Display Ads?
Enhanced Brand Visibility
Display ads ensure your brand maintains visibility when audiences are listening or watching—creating a consistent presence throughout the listening experience. Some users’ attention might be immediately caught with their ears, while others are visual learners. With display ads, you can appeal to both consumer types.
A Boost in Click-Through Rates
Combining audio with visuals creates multiple touchpoints that can significantly improve campaign performance and conversion rates.
Reaching a Receptive Audience
Listeners are already engaged when interacting with their streaming apps, especially when you’re dangling a reward, making these moments ideal for brand messaging.
Get Started with SiriusXM Media
Now that you have an understanding of display ads, the next step is finding the right partner. We offer advanced, comprehensive solutions that combine the power of audio and display advertising, reaching 160M monthly listeners across our networks, platforms, and shows. Whether you want to enhance an existing audio campaign or launch a new strategy, our team can help you leverage display advertising to achieve your marketing goals.
Ready to amplify your digital audio advertising with display ads? Let's talk.
