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Over 200 million digital audio listeners in the US are dependent on streaming audio as a key source of their everyday information and entertainment and this market continues to grow rapidly. This dictates that audio is a critical element in any successful branded marketing strategy.

Audio presents a perfect opportunity to connect your brand to customers during the numerous times when they are ‘screenless’ - unable to view their phone or computer screens.

Audio technology enables you to measure the effectiveness of campaigns just like you can with Visual Adverts. Since audio ads are typically short and do not overwhelm the listener, they are not easy to skip over, Data shows higher recall, retention, and engagement rates than visual adverts when audio is part of a media mix resulting in higher audio recall and engagement. Creatives have found that the audio elements of their advertising resulted in a 25% higher recall rate than traditional advertising, and over 50% of listeners make a purchase after listening to an audio ad - this is significantly higher than results achieved with visual adverts.

Studies conducted by both Google and Spotify have proven that audio ads have increased both reach and revenue at less than the cost of traditional advertising. Typically when your target audience sees an image (from a static ad, or from a video advert) it gets stuck in what is called iconic memory - this memory typically fades away in under a few seconds. In contrast auditory memory uses echoic memory which is stored several times longer in someones short term memory, while taking far less effort for the brain to process.

When your target is ‘on the go’ or ‘screenless,’ visual advertising or brand message exposure is very brief and fleeting (out of sight and out of mind). The target audience moves away from these visual messages, and any hope of retention is often lost. In contrast, audio adverts allow you to connect with your target audience while they are mobile or ‘on the go’ - visual messages would not be practical during these times.

As a creative, when you design for audio, you are not designing content for screens. Instead, you create content for your target market while they are busy on road trips, sporting activities, day-to-day chores, in-store shopping, on-hold waiting for an agent, and more. Audio also provides a unique opportunity to reach the visually impaired.