Why audio wins on efficiency

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

Audio advertising is often overlooked. Research shows it shouldn't be. This week, we're exploring why sound might be your secret weapon for building brands and driving sales. 

—Elena  

  

  

Nielsen finds radio delivers some of the best ROI in media.           

Radio and audio are often overlooked, but the evidence shows they're highly effective. Paired with TV, that ROI can jump by 20%. Podcasts stand out for recall and brand choice, with 70% of listeners remembering ads and 22% taking immediate purchase action. 

 

Why audio deserves more investment                      

Audio is the underdog of advertising channels. Marketers consistently undervalue it compared to visual media. The research tells a different story: 

1. Audio captures attention differently. Sound sneaks past our normal defenses. Your ears never shut off, even when you're sleeping. This creates what neuroscientists call "mental tattoos", memories that stick without requiring visual attention. 
   
2. Sonic branding is no longer optional. Distinctive audio assets, like sonic logos, consistent voice prints, or signature music, help brands achieve instant recognition. Netflix's "ta-dum" sound is a perfect example. Research shows ads using consistent audio elements over time drive stronger recall and purchase intent. 
   
3. Emotion drives effectiveness. Audio ads that create positive feelings dramatically impact consumer behavior. Campaigns that make listeners feel good see large increases in word-of-mouth and social sharing. Thirty-second ads hit the sweet spot, giving listeners enough information without losing attention. 
   
4. Context matters tremendously. Radio ads heard in the car on the way to a store increase purchase intent by 39% among non-regular buyers. Matching your message to the listener's activity boosts engagement by 23% and memory encoding by 22%. 
   
5. The ROI is real. Nielsen data shows broadcast radio consistently ranks as a top-tier medium for ROI. Adding radio to a TV campaign can increase average ROI by 20% while reducing costs. Audio investment lags consumption by a wide margin, creating opportunity for smart brands. 

Listen in on our discussion.

 

“What We Know About Radio and Audio Effectiveness”      

This comprehensive report from WARC compiles research on audio advertising effectiveness. It covers everything from optimal ad length to emotional engagement to interactive formats. The data makes a compelling case for increasing audio investment. 

Read the article.

 

Audio's unfair advantage.          

“The best thing about radio is that people were born without earlids. You can’t close your ears to it." 

— Tony Schwartz, sound archivist and advertising pioneer