Audacy - State of Audio

MARKETERS ARE SHOWING MORE AND MORE INTEREST IN BRAND BUILDING CAMPAIGNS, AND DRIVING UPPER FUNNEL KPIS. WHY? BECAUSE INVESTMENT AT THE TOP OF THE FUNNEL HAS LONG-LASTING IMPACT.

Branding campaigns build trust and awareness, the effects of which don’t easily wash off.

Let’s take a look at how Instagram is using Audio to build their brand and make lasting impressions.

Storytelling for the win:
Instagram’s “Discovering Our Identity” Gen Z campaign

When Instagram wanted to promote its 'Discovering Our Identity’ campaign among socially conscious young adults and teens, our podcast hosts stepped up to their mics to help. Our powerful young inﬂuencers shared their own experiences in ﬁnding their identity–and inspired their loyal listeners to do the same. Our hosts also got the word out through their social channels to drive even deeper connections to Instagram. Let’s take a look at how Instagram is using Audio to build their brand and make lasting impressions.

Hear how we spread the word to millions of Gen Z listeners and followers!

PODCAST INFLUENCER TAKEOVER

Custom episodes and social integration reaching millions of followers

PODCAST
HOST READS

TARGETED STREAMING
FOR GEN Z ADULTS

UPPER FUNNEL

Key takeaways

Use Radio as a
reach machine

Reaching 95% of the US population is no small feat, and Radio does it week after week. That’s one reason why it remains the powerhouse for generating brand awareness and memorability.

Tell stories vs
transactional CTAs

For brand building campaigns, marketers are moving away from transactional adds, to telling stories. We’re emotional creatures, and we like emotional stories.

Implement podcasting for scale

We’re seeing more brands reach key audiences by starting with host read sponsorships, then adding addressable and programmatic cross-network buys for scale.

Download the Full Report

Hyundai drives off a winner with integrated Audio campaign

Hyundai teamed up with Audacy for mid-funnel performance, looking to drive purchase consideration for their fleet’s EVs and latest features. The results?

+7.4 point lift in purchase intent

and an amazing 10.4 point jump in favorability among female listeners.

HOW DID WE DO IT?

Our team positioned the Hyundai Audio plan with integrated campaign elements known to drive success.

Always on: Ran consistently throughout 2022, ensuring strong frequency to stay top of mind for potential buyers

Total Audio: Took advantage of the trifecta of Audio platforms: AM/FM Radio, podcasts, and streaming–maximizing reach among key audiences

Trusted voices: Tapped into the trust of influencers with host reads – bumping up favorability for the brand

Audience targeting: Segmented with key lifestyle groups to ensure we reached shoppers most interested and ready to buy

Creative testing: Tested sonic branding, voices, and messages to bring the most effective ads to our earbuds

PODCAST HOST READS

ADDRESSABLE PODCASTS & STREAMING

Targeted streaming in 3 key audience segments

Auto enthusiasts
Tech-savvy buyers
In-market auto shoppers

OTA RADIO

National reach on Audacy Networks

MID FUNNEL

Key takeaways

Utilize Audio as a precision machine

Mid-funnel campaigns need a more targeted approach. Using first party data and smart segmenting helps you optimize campaigns and reach the customers most likely to buy.

Fire
up the
frequency

Staying top of mind is critical to stay in the consideration set. Research shows that engagement, attention and immersion continue to climb even after 15 Audio ad exposures.

Use ads
that
entertain
& engage

Emotional resonance is key at mid-funnel. Don’t be afraid to experiment with your creative. Tell a compelling story, introduce characters, or make your audience laugh.

Tap into
trust

Audio personalities are experts at building deep relationships with listeners. So use host endorsements to boost trust and favorability.

Plug into
podcast
platforms

Brands that move to a multi-layer podcast strategy are winning. Start with customized host-read sponsorships to keep interest growing, and layer on a scaled network buy.

Download the Full Report

New Balance rolls
out new TWO WXY v3 basketball sneakers and sees killer ROAS

When New Balance and agency Mediahub wanted to boost awareness and track sales of their new TWO WXY v3 basketball sneakers, they turned to Audacy. New Balance relied on our Sports Podcast Network to reach Gen Z hoops fans interested in both performance and standout trends. We reached young men and women nationally with producer reads–and the campaign also tapped into top NBA talent with the voice of Chicago Bulls star Zach Levine.

The results? a slam dunk.

New Balance cemented its place in the minds of competitive athletes and trendsetters as the brand that gives them the edge on and off the court.

And most importantly, online orders soared, resulting in a

342% return on ad spend.

New Balance continues to focus on a full-funnel marketing approach. By leaning into Audacy's Audio platform, podcasting portfolio and sports talent, we had the opportunity to authentically connect and engage with listeners to drive desirability, consideration, and ultimately sales for a new product line, which was successfully proven out with Audacy's Audio attribution study.”

Jacqueline Davis, Media Supervisor Mediahub

LOWER FUNNEL

Key takeaways

Be a total Audio
champion

A Total Audio strategy is one powerful way to drive conversions. Advertisers see 1.5X the return on ad spend when digital Audio is combined with AM/FM Radio.

Ubiquity
is Key

Audio travels with consumers all day hands-free and screen-free, creating moments where display ads simply can’t play.

Lean into
your values
with a clear
CTA

Now is the time for your creative to focus on the ‘what’s in it for me’. Make your offer direct and irresistible. And don’t forget the clear call to action–tell them where they can buy and get your best deals.

Power up
the podcast
host reads

The power of the pod is hard to deny when it comes to driving purchase. And the intimacy of the host read is still one of the most significant conversion drivers for performance advertisers.

Download the Full Report

Audio drives tremendous results, but you won’t know that unless you have the right attribution tools at your fingertips.

MID-FUNNEL OBJECTIVES Motivate listeners to learn more about your products, research, get more deeply connected to your brand, and ultimately move closer to buying.

KPIs: Consideration & Favorability Measurement Tool: Brand Lift Study How it works: Just like with upper-funnel measurement, brand lift studies are used to measure favorability, and how likely you are to consider buying. Our Measurement Partners: Kantar Millward Brown, Nielsen, Dynata

KPIs: Web Visitation Measurement Tool: Web Lift How it works: Another way to gauge growing interest in your brand is by evaluating web visitation–for both AM/FM Radio and digital Audio. Our Measurement Partners: Analytic Owl, Veritone, Claritas, ArtsAI

LOWER FUNNEL OBJECTIVES Bring your potential customers all the way to action. Here you’ll focus on a clear call to action to make it easy for listeners to make a purchase, visit your store, or download your app.

KPIs: Sales, Return on Ad Spend Measurement Tool: Sales Conversion How it works: Online attribution will measure when listeners exposed to your ads buy online. You can even track individual order sizes, page visits, and button clicks. Our Measurement Partners: Claritas, ArtsAI

KPIs: App Downloads Measurement Tool: App Conversion How it works: Pixel-based measurement shows you the entire journey of your ad-exposed customers. Track app downloads, app engagement, and first time deposits. Our Measurement Partners: Appsflyer, Branch

KPIs: In-Store Visits Measurement Tool: Foot Traffic How it works: For brands looking to drive customers directly into your store, foot traffic studies are used to geofence your retail locations and report on ad-exposed listeners who walk through the door. Our Measurement Partners: Claritas, Reveal Mobile, Foursquare