When reading the recent white paper from Oxford Road, titled The Sound of Growth: How Audio Fuels Branded Search, one statement definitely caught my attention: “Marketers should not underestimate the role of Audio in driving broader consumer actions, especially in search, where search engines may be over-claiming value.” Because, I think we can all agree, marketing channels such as Audio do a lot of heavy lifting in driving consumers to that last click!

Just how much heavy lifting? Well Oxford Road conducted a regression analysis that found that Audio advertising can drive ‘week-of’ branded search volume by up to 40% and by 18% on average. This very comprehensive study analyzed $400 million in Audio spend – on local radio, streaming, and podcasts – across 10 brands.

It is important for marketers to understand that this short-term relationship does not mean the response is instant, as suggested by certain attribution methodologies. The response could come within a few days, and looking within a few minutes or hours will fail to fully capture Audio’s contribution accurately. 

A critical insight from the Oxford Road study is the power of consistent Audio investment in building brand response over time. They found that brands with a sustained history of Audio spending demonstrated a stronger ability to drive search volume compared to brands with sporadic or limited investment.

This highlights the value of viewing Audio as a longer-term investment, not just a short-term one. Rather than relying on short bursts of spending, an ‘always-on’ approach builds frequency over time and helps brands develop and consolidate share of mind.  

Not only did the Oxford Road study reveal a high correlation between Audio investment and same-week search, it also highlighted Audio’s ability to drive search weeks after the initial exposure. This lagged behavior is strongest when a consistent Audio spend keeps brands high in the consideration set, effectively priming audiences for when they are ready to take an action.  

Consider a homeowner hearing an ad for a remodeling business. They might search for the advertiser immediately if their cabinets are falling or the tile is cracked. But more likely, they will file the brand away for future needs. The more frequently they hear the ad, the more likely they’ll search and convert when the time comes.  

Notably, the study found that lagged effects were more pronounced for B2B brands or for products with longer consideration cycles, where consumers may need time to process information. 

While marketers consistently assigned value to Audio for its broad reach, its influence on branded search is now beyond doubt. Nearly 1 in 5 branded search actions can be attributed back to Audio.

This study provides clear evidence that Audio investment generates both immediate and lagged impacts on search behavior. But Audio requires an investment mindset to deliver its full value. An always-on approach builds frequency, captures share of mind, and delivers the strongest results. Short-term campaigns often leave money on the table. 

These study results are another reason agencies need to rethink how they look at and measure Audio. Audio is not a supporting act, it is a cost-effective, full-funnel marketing powerhouse.  

And it serves as a reminder that If you think your search engine results are too good to be true, they probably are.