How to Find the Right Audio Ad Length for Your Brand Message

A few seconds can make all the difference. This is true in sports, an important speech, and of course, audio advertising. When you make a decision on whether an ad is ten or 60 seconds, it impacts everything from pacing, to storytelling ability, to audience perception. So, where’s that sweet spot?

Let’s dive into the importance of figuring out the right audio ad length, which length is most effective, and how to ensure your ad hits all the right notes.

Why Should Audio Ad Length be Prioritized?

Choosing the length of your audio ad isn’t determined by the next available time slot. Nor is it about trying to cram in as much info about your brand or product as possible. Instead, picking the right audio ad length is a tactical decision that should align with your larger campaign goals. 

An ad’s length goes hand in hand with its storytelling potential. If it’s too short, your message might feel rushed and incomplete. And if it’s too long, you might lose the interest of your audience. When your ad is as long as it needs to be, your message shines. Cue the attention of listeners and an increase in the chances it’ll be heard in its entirety. The length of an ad directly impacts its effectiveness and ability to drive KPIs. 

Keep in mind: Every ad length has its strengths. While it might be more exciting to discuss an ad’s sound effects or script, an audio ad length can make or break a campaign—requiring you to give it the consideration and attention it deserves.

Are Short- or Long-Form Audio Ads More Effective?

First things first—what exactly are short- and long-form ads? Generally, 10- and 15-second ads are considered short-form, while 30- to 60-second messages are long-form.

Now, back to our regularly scheduled programming. How long should your audio ad be? If you’re looking for a quick, definitive response, we have to give you the dreaded “It depends” answer. That’s because both short- and long-form ads can both be effective options. Longer ads are often better for driving upper-funnel metrics (brand awareness), while shorter ads can be great for sealing the deal at the bottom of the funnel.

Short-Form Ad Advantages:

• Performs well for driving purchase intent

• Ideal for capturing attention quickly 

• Budget-friendly 

• Complements mobile listening 

• Perceived to be more positive 

Long-Form Ad Advantages:

• Drives ad recall, brand sentiment, and message association 

• More space for detailed product or brand information and complex narratives 

• Can build deeper connections with audiences 

Is Less Really More? Picking the Right Audio Ad Length 

Now it’s confirmed: both ad lengths have their benefits. There is no clear winner—except for your campaign if you get it right—and the right ad duration choice will boil down to the campaign’s objective, the intended audience, your industry, and more.

Before you get to working on your ad creative, here are several pointers on how to use audio ad lengths to your advantage. 

Use a Combination of Ad Lengths 

In many cases, mixing things up and using both short- and long-form ads can be the key to unlocking success. This tactic can maintain an optimal engagement level and allow your brand to tell a full story over time. 

After analyzing past campaigns, we’ve found that rotating ad lengths demonstrated stronger lifts across the entire funnel, with a median of 20% incremental reach. To get started, consider introducing your solution or product with longer ads—slowly building brand sentiment. Then you can further reinforce your message with 10- or 15-second ads, driving purchase intent. 

Rely on Sequential Audio

Just like you were taught in your school days, repetition improves your memory. According to our previous studies, across 170+, the highest brand awareness can be achieved by more than four ad exposures.  However, there’s a way to go about this without repeating the same ad over and over again (ad fatigue is real).

Sequential audio allows you to keep things fun and new for your audience through the power of storytelling. These ads are designed to be heard in a specific order and triggered by specific interactions—making your campaign cohesive throughout every new ad your audience hears.

Think of a sequential audio campaign as a TV series that hooks the viewer from the pilot. You get to tell your brand story across multiple episodes, which helps create a deeper connection and increases user engagement. And yes, you can mix and match ad lengths for even more impactful results.

Adopt a Trial-and-Error Approach

Even though there are plenty of studies we’ve conducted to guide our partners when choosing the right ad length, finding your perfect ad length combo is as much art as it is science. Don’t be afraid to experiment to find the approach that works best for your brand and sector. When measuring your ad success, you can assess conversions and conduct sales lift and brand lift studies to see what, if anything, needs adjustment.

After all, the perfect ad length is the one that allows your brand to convey your message as well as possible while bringing in the desired results. So, keep track of what resonates with your audience and stay open to small experiments. 

Kick Off Your Audio Journey with SiriusXM Media

The length of your audio ad holds incredible power. It kicks off the ad creation process by determining the rest of your creative. And when used to its full potential, the right audio ad length paints the story of your brand, connects with your audience on a deeper level, and drives consumer action. 

Now that you have the knowledge you need to get started, let’s talk.

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