Just what is the state of audio for Audacy Corp., the company formerly known as Entercom?
Audacy has an answer, as the fourth installment of their bi-annual “State of Audio” e-book explores audio’s impact throughout the brand funnel, from awareness and intention to action.
Importantly, audio is inclusive of linear and digital delivery of content.
“Highlighting case studies from today’s biggest brands, the guide gives advertisers a look into how they can use radio, podcasts and streaming for everything from brand awareness to consumer purchase,” Audacy notes.
The “State of Audio” guide is under the purview of Audacy’s Chief Marketing Officer, Paul Suchman. He comments, “Audio holds the title as the undisputed leader of brand-building channels—working its magic with the one-two punch of massive reach and beloved and trusted personalities. But if you’re thinking of Audio as just a top-of-funnel play—good for sparking a conversation but not driving conversion—think again. The truth is the game has expanded in recent years, and audio is now a truly multi-purpose platform. Thanks to precision targeting, authentic influencers whose listeners follow them across channels, and advanced measurement, marketers are uncovering the best-kept secret in media–audio’s ability to drive impact at every funnel stage.”
The guide includes such key takeaways in support of radio as the following:
- According to Forrester Consulting, for 61% of marketers, improving full-funnel media investment is a high or critical priority over the next 12 months.
- When looking at the entire funnel – Audio’s performance in awareness is closely followed by its effectiveness in consideration and conversion.
There’s more: Audacy notes that Radio outperforms other media in conversion metrics driving 48% of U.S. Adults 18+ to purchase, beating TV (44%), social media (38%), and video (26%).
“The Big Story? Audio’s ability to convert compared to other channels—even powerhouse purchase drivers like social media, digital ads, and online videos,” Audacy says.
Other takeaways Audacy is sharing include the following:
- Using the power of radio’s reach amplifies all other channels – boosting the performance of other media by 17+%.
- Podcast performance is amplified when advertisers combine host reads and a scaled network buy.
What advice does Audacy and Suchman have for markets?
- Think beyond awareness: Audio should be part of all media plans
- Use all audio channels: Sticking to just one leaves audiences and performance on the table
- Look for efficiencies: Audio’s ability to deliver performance combined with its efficiency beats expensive and shrinking TV audiences and skyrocketing digital CPMs.
- Track audio performance: every audio channel is measurable, and those metrics must be incorporated into any campaign’s KPIs.
Audacy notes that data for the media channel rankings across the purchase funnel are based on Nielsen’s Commspoint Influence platform, Planning Insights. It includes costs and US 2022 MRI Simmons data. Audio includes radio, online radio and podcasts. Social media includes Facebook, Instagram, Twitter, TikTok and Pinterest.
