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STATE
OF
AUDIO

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UP

The Modern Blueprint
to Audio Advertising
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AUDIO’S
MOMENT

The glow-up that can’t go unnoticed.

If you're getting the sense that the Audio space feels a little different right now, you're not alone. Audio is having a moment, and savvy marketers are taking notice…
But don’t take
our word for it.
PROCTER & GAMBLE is betting big on Radio’s success
+43%
P&G has upped Radio investment by 43% last year to $235 million
NIELSEN reports that Audio consumption has soared past TV
+10%
Audio reach is +10% above Live+time-shifted TV
+13%
Audio reaches +13% more than connected TV (CTV) viewership
EDISON tells us to follow the earbuds—it’s all about where we spend our time
Share of time spent listening to ad-supported Audio
AM/FM RADIO
66%
PODCASTS
19%
SPOTIFY
4%
PANDORA
4%
OTHERS
4%

The
$6 Billion
Question

As you refine your advertising investments to make every dollar work harder, could you use another, say, $6 billion?
According to Neustar, that’s the astounding amount of revenue advertisers left on the table last year by not properly integrating Audio into the mix. But that doesn’t have to be next year’s story.
With $6B of revenue on the table, learn how to unleash the full power of Audio.
READ ON

SHIFT YOUR PLANNING STRATEGY

Turn up the volume on your media plan.

Here are the four strategies driving the industry’s interest in a media mix remix.

#1

Power
up the
performance

Remix your media mix to optimize revenue

It’s every marketer’s happy place—that sweet spot in the media mix that drives the most performance with the least waste. And according to Neustar, a tweak to our Audio investment is the best way to get there.
BRANDS THAT IMPROVE AUDIO’S SHARE OF THE MEDIA MIX WILL SEE A BOOST IN AD-DIRECTED SALES OF MORE THAN 30%

#2

Go big and go broad with a Total Audio plan

A MULTI-PLATFORM AUDIO STRATEGY IS
SO POWERFUL THAT ADVERTISERS SEE
1.5X THE RETURN ON AD SPEND
WHEN COMPARED TO DIGITAL-ONLY
CAMPAIGNS.
CASE STUDY

Live Nation Rocks Out with Over 1,000% ROAS

When Live Nation invited fans to rock on and jam with their favorite artists during its 2023 Concert Week promotion, a single media platform couldn’t hold the excitement. Instead, the powerhouse live entertainment leader implemented a multiplatform Audio campaign to drive ticket sales for the event.
RESULTS

1,000% return on ad spend

MEDIA PLAN
SCALED RADIO
Across 43 markets nationwide
INFLUENTIAL PODCASTS
Host endorsements on Audacy's high-profile influencer bundle and sports network
TARGETED STREAMING
Presale and onsale messaging targeting music enthusiasts, concertgoers, moviegoers, entertainment enthusiasts, and sports fans
Looking for more? How about next level podcast buys? There’s still 2 more planning tips to go. Download the full State of Audio guide.
DIG DEEPER

YOUR CREATIVE CHEAT CODES

Creative matters. Learn the top tips from commercial production pros.

Advertising on the #1 reach media will get you the most ears. But to keep them, your creative can’t just be good — it needs to be really freaking great. There are five proven characteristics of winning Audio ads to incorporate into your creative.

#1

Great ads are built like the perfect puzzle

    DISSECTING A 30-SECOND AD    

Mention your brand
in the first :03 - :05

THE HOOK

Capture attention with a question or a claim that makes listeners lean in. And when it comes to brand mentions, promote early and promote often.

THE PITCH

Sustain and elevate attention to your clear value proposition, whether it’s savings, innovation, or another unique benefit.

CALL TO ACTION

CTAs that encourage listeners to take a specific action will see stronger performance.

Mention your brand
in the first :03 - :05

-

4+ brand mentions

When ads contain four or more brand mentions, purchase intent rises by 4%.

#2

Sound design is
on point

Layered sound design involves more than music selection. It takes your listeners to a time and place that connects them to your message. This is where Audio does what visuals can’t – it takes storytelling to another level.
TAKE ME TO CABO -
WITH LAYERED SOUND DESIGN
WAVES ON A BEACH
JET SKI
AUTHENTIC ISLAND MUSIC
BEER POURING
DISHES AND CUTLERY
COMPLETE AD WITH INTEGRATED SOUND DESIGN
There’s still 3 more creative insights to go. Download here to read on.
DIG DEEPER

FUELING
YOUR FUTURE

Embracing innovation is a non-negotiable.

Stay on top of the industry’s latest moves.

Getting Closer
to Creators

The next generation of brand integration is here. Amy Poehler’s new scripted podcast, “Say More with Dr? Sheila,” is taking host reads in-character and in-script to directly integrate brands right into the comedic show.

The advertisers will get the chance to be in-character, in-universe. With storytelling at its core, there are a lot of places to grow—connecting audiences and brands, especially with scripted partners.”

—Moira Curran, SVP, Consumer
Marketing, Audacy

BRANDS BECOME PART
OF THE STORY
WITH INNOVATIVE
SCRIPT INTEGRATION

Want more innovation? Download here for Audio’s leading trends
from AI to Gen Z
DIG DEEPER