8 Reasons Brands Keep Returning to Audio Advertising

Audio advertising has been making plenty of noise (literally) in the digital landscape—and for good reason. With the sky-high rise of digital platforms, podcasts, and streaming services, brands are increasingly finding that audio offers a unique opportunity to connect with audiences in deeply personal and impactful ways. 

Have your campaigns been missing the mark? If you're on the fence about investing in audio advertising (and ready to climb over it), it's worth understanding why so many brands are continuously drawn to this medium. Here’s why audio advertising might just be the secret ingredient they need and eight reasons brands keep coming back. 

1. Expansive Reach Across Diverse Audiences 

One of the biggest strengths of audio advertising is its ability to reach highly engaged listeners in droves. The numbers speak for themselves—listeners tune in to audio for almost five hours daily, while digital audio reaches 76% of Americans ages 12 and up.  

What makes these stats so significant? For one, out of all the channels to choose from, listeners are picking podcasts and streaming audio. This means advertisers have a prime opportunity to reach an audience that’s already tuned in and attentive. And in case you missed it, the binge-listen is quickly becoming a competitor of the binge-watch. 

Audio creates an environment where your message feels welcome and free from distractions, resulting in higher engagement and ad receptivity. This massive reach makes audio advertising a prime avenue for connecting with a wide range of audiences wherever they are on their listening journeys. 

2. Audio Evokes Emotion and Nostalgia 

Audio doesn’t just reach your audience only to be forgotten—it resonates on a deeply emotional level. Whether it’s a nostalgic playlist shared between friends or a passionate podcast episode discussion in the group chat, audio has a way of creating impactful moments that linger or evoking memories of the past. It’s only fitting that almost seven in 10 listeners ages 25-54 find streaming audio to improve their mood.

Speaking of moods, the emotional connection between audio and listeners is what makes mood targeting so powerful. Our contextual solutions allow you to reach listeners when they’re celebratory and happy, chill and focused, and more. This emotional engagement plays a crucial role in strengthening brand recall and affinity. 

The TL;DR: Your ad doesn’t just get heard—it gets remembered.

3. A Powerful Tool for Discovery 

And once you have your audiences’ attention, what next? Audio advertising excels at introducing consumers to new brands, products, and services. According to a custom DISQO study, 89% of digital audio listeners have potentially learned about a new brand, product, or service through an audio ad. Case in point: Audio ads don’t just go in one ear and out the other—they stick. Even more impressively, 81% of the same listeners recalled potentially hearing about brand or product promotions at a specific store or retailer, showcasing audio’s ability to deliver both immediate and impactful messaging. With these stats in mind, it’s a no-brainer that this medium is ideal for brands launching new offerings or trying to stand out in crowded categories. 

Whether they’re highlighting a special offer or positioning a new service, audio ads ensure your message reaches attentive and curious ears. 

4. Inspiring Consumer Action 

So you’ve reached the stage where your brand is being discovered and also remembered. Audio advertising does more than influence behavior—it drives action. And digital audio ads are highly effective at encouraging listeners to make purchases or take action. We’ve found that 77% of digital audio listeners have potentially purchased a product or service after hearing an audio ad, proving the platform’s direct impact on conversions. 

Additionally, 51% of digital audio listeners went on to recommend brands or products to others after hearing an audio ad. This ripple effect highlights how audio advertising doesn’t just create customers—it creates brand advocates who are around for the long haul. 

5. Engagement That Outpaces Other Media 

What exactly is it about audio ads that drive discovery and consumer action? Audio ads captivate audiences in a way few media can, allowing listeners to engage naturally and hands-free—whether driving, exercising, or cooking. 

And visual ads perfectly complement audio, boosting engagement and brand recall. Is your goal to create a memorable ad experience? Create a display ad. Want to capture attention quickly? Consider a video ad. Looking to reward listeners for engaging with your ad? Consider a rewarded ad, which offers users extra listening time in exchange for interaction.

Streaming platforms are leading the charge here in the race for engagement. From 2015 to 2024, AM/FM radio listening dropped 28%, while streaming and podcast listening surged by 53% and 413%, respectively. With 87% of Pandora listeners opting for free, ad-supported subscriptions, it’s clear that audio remains an effective way to connect with actively engaged users.

6. Precision Targeting for Significant Impact 

Unlike traditional radio ads that rely on broad, one-size-fits-all reach, digital audio advertising offers precise targeting capabilities. Whether you’re targeting a specific age, location, or listening habits, brands can deliver tailored messages to the right listeners at the right time. 

This level of customization ensures that your ads reach only the most relevant audiences. Combined with real-time metrics and insights, digital audio advertising also provides the data brands need to continually refine their strategies for maximum impact. 

7. High ROI and ROAS

For brands concerned about their ROI and return on ad spend (ROAS), you might be wondering: Does audio advertising deliver results? The answer is a resounding yes. From enhancing brand recall to driving consumer action, audio advertising is one of the most effective ways to get your message heard. 

In a past study, a major CPG food brand partnered with Pandora to run a digital audio campaign across connected car, connected home, and mobile audio—reaching both a general audience and targeted parents. The results more than delivered:  

• 68M impressions 

• 3.4% sales lift 

• $3.84 ROAS 

The campaign didn’t solely boost sales with previous buyers but also got through to new or lapsed buyers, accounting for 42% of sales.

As you can tell, brands that play their cards right with audio ads see more than just awareness and engagement but tangible conversions that justify ad spend. 

8. Flexibility and Versatility 

Flexibility is one of audio advertising’s major advantages. The range of available formats—from short audio ads on streaming services to host-read podcast ads—means businesses can tailor their approach based on their goals and budget. 

For example, sponsored segments on a niche podcast can help brands reach a highly specific target audience, while programmatic ads on streaming platforms provide scale and ease of execution. The ability to be both broad and specific makes audio advertising a versatile addition to any marketing strategy, whether you’re a small business finding your footing or a large enterprise that’s trying something new. 

Digital Audio is Here to Stay 

When you invest in audio, you’re accessing millions of engaged listeners, captivating storytelling capabilities, and unparalleled targeting options. Take your advertising to the next level and leave a lasting impression where it counts—the ears of your audience. Whether you're just dipping your toe into the audio space or ready to amplify your reach, we're here to help. 

Ready to start building your brand’s audio presence? Let's talk. 

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