Unlocking the Power of Audio Ads: New Research Reveals Their Impact on Attention and Brand Outcomes

 Dentsu and Lumen Research unveils the impact of audio ads on attention and brand outcomes, highlighting the unique strengths of different audio formats and reshaping advertising strategies.

Audio advertising may take the ad spend throne soon, at least according to Dentsu’s findings. In collaboration with Lumen Research, Dentsu conducted a study to measure attention in audio advertising and the medium is 56% higher than Dentsu’s traditional targeting metrics.

This comprehensive study delves into the booming audio advertising industry, exploring its effectiveness across different formats and environments, including podcasts, radio, and music streaming. The findings are poised to reshape how advertisers perceive and leverage the power of audio ads, shedding light on their ability to capture attention and drive brand outcomes.

Participants interacted with audio environments in line with their native experiences, such as podcasts or radio stations. Afterward, they participated in Dentsu’s Attention Economy Survey to gauge ad recall and brand choice uplift. The study hinged on Lumen’s attention score which is based on audio listening data, survey results, and ad exposure types.

The Journey into Audio Attention

Credit: dentsu

Dentsu has been at the forefront of the Attention Economy for over five years, emphasizing the value of engagement in video and display channels. Now, with their foray into audio attention, they aim to redefine the industry’s understanding of the impact of audio ads on consumer behavior and brand recognition. 

Doug Rozen, CEO of Dentsu Media Americas, emphasizes the importance of this milestone: “This enables us to uniquely serve clients by proving the value of their audio, video, and display ads based on real engagement measures that drive growth.”

Impressive Findings: Audio Ads Take Center Stage

The studies conducted by Dentsu and Lumen unveiled remarkable insights into the potency of audio advertising. The data speaks for itself:

Average Attentive Seconds: Audio advertising, spanning podcasts, radio, and music streaming, achieved an impressive average of 10,126 attentive seconds per (000) APM (Average Persons Measured), surpassing Dentsu’s established norms of 6,501 APM for attention.

Brand Recall: 41% of audio ads exhibited correct brand recall, outperforming the 38% benchmark for other ad platforms, mostly video-oriented.

Brand Choice Uplift: Audio ads generated a remarkable 10% uplift in brand choice metrics, surpassing the 6% norm for other ad formats.

Unveiling Strengths Across Audio Formats

The study’s depth extended beyond these general statistics, revealing the unique strengths of various audio formats:

Podcasts: The podcast realm, encompassing participants like Audacy, Cumulus Media, iHeartMedia, Spotify, and SXM Media, emerged as a powerhouse regarding attentive seconds per thousand impressions. Host-read ads within podcasts exhibited superior brand choice uplift compared to traditional audio ads.

Radio: Audiences engaged significantly with radio advertising from Audacy, Cumulus Media, and iHeartMedia, with higher attentive seconds per thousand impressions than benchmarks in digital, social, and TV domains. Moreover, radio proved ten times more efficient than online video ads in generating brand recall.

Music Streaming: Amazon Music’s study provided insights into the efficacy of audio ads in this domain. The highest brand recall was associated with ad-supported streaming music on Alexa-enabled devices, and 30-second ads on these devices produced heightened brand choice uplift.

Transforming Audio Advertising Landscape

As the advertising landscape evolves, this study marks a pivotal moment. Joanne Leong, global head of planning at Dentsu, highlights how this research arms the agency with the ability to elevate conversations around audio ad spend and justify investments in this oft-overlooked realm. The study’s implications also extend to video ads, underscoring the value of “sound on” for impactful engagement and brand recall.

By tapping into the unique strengths of audio formats and harnessing their attention-grabbing potential, brands can forge deeper connections with their audiences and pave the way for an innovative era of advertising. Dentsu’s study serves as a reminder that audio deserves a spotlight in the oversaturated advertising landscape.

If Dentsu successfully changes the market’s perceptions, publishers who have yet to dip their toes in the audio arena might want to catch up quickly. Audio could soon be on the heels of the video regarding ad spend.