In a world that worships instant clicks, Audio advertising is playing — and winning — the long game.

We all know Audio can spark immediate action. A compelling spot, a strong CTA, and the right audience? Magic. But the full value of Audio isn’t just in what happens now. It’s in what happens next — and what keeps happening days, even weeks, after the ad plays.

Audio connects with audiences in screen-free, hands-free moments. It taps into emotion. It builds trust. It becomes part of a listener’s routine — on the commute, during a workout, while making dinner.

And because of that deeper connection, Audio’s impact doesn’t fade when the ad is over. It grows. In fact, only 8% of a radio ad’s impact occurs in the first 20 minutes. That means 92% of the influence happens later — sometimes days and weeks later¹. If you’re measuring impact only within a tight window, you’re leaving out most of your results.

You don’t want to fall into the trap of using the wrong attribution strategy. Some attribution models may favor a short window — maybe 7-14 days post-exposure. But for Audio, that’s just not long enough. You need a 30-day attribution window at a minimum to capture the ripple effect of your message. Take retail for example. Audio advertisers in this space would miss 35% of their attributed conversions if they opted for a 7-day attribution window, instead of a full month.

For high-consideration categories like automotive, financial services, or B2B, that window should extend even further — up to 6 to 12 weeks. That’s when Audio’s influence really shows up in the data.

Audio plants a seed. It builds memory structures in the brain and increases brand salience. So when the listener is finally ready to buy, your brand is already top of mind.

Shorter attribution windows capture impulse. But Audio’s strength is in capturing intention.

And the more often someone hears your message — across a podcast series, or a drive-time show — the more likely they are to act when the moment is right.

Audio is sticky. It lingers. It leads.

If you’re only measuring what happens immediately after an ad runs, you’re not capturing the full value of your investment. Open your attribution window. Give Audio the time to work its magic. And you’ll be rewarded with deeper engagement, stronger recall, and results that stand the test of time.