The public traded radio company led by David Field and Rich Schmaeling has released the fifth installment of its bi-annual audio thought leadership series. “This edition is a modern blueprint for audio advertising, designed to provide a go-to playbook – including planning tips, creative how-to’s and innovative trends – to help advertisers level up the performance of their audio investments,” Audacy Inc. says.
Among the key metrics and findings from State of Audio: Level Up:
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Audio advertising, says Audacy, drives more than two times the attention of TV and social media at more desirable CPMs.
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Radio and digital audio are stronger together. A multi-platform audio strategy is so powerful that advertisers see 1.5 times the return on ad spend compared to digital-only campaigns.
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Advertisers are leaving upwards of $6 billion in revenue on the table by not including total audio – a balanced mix of traditional broadcast radio and digital audio – in their media mix
The latter point is based on a study conducted by Audacy and Neustar, an American technology company that provides real-time information and analytics and also provides clearinghouse and directory services to the global communications and Internet industries.
“Audio is proving itself as a must-have media for marketers,” said Audacy Chief Marketing Officer Paul Suchman. “Our advertisers are embracing the power of multi-platform audio with media plans that utilize radio, digital audio and podcasts, working together to reach audiences with unprecedented precision and drive quantifiable outcomes for their brands.”
To boost its point, Audacy references an integrated audio campaign from Live Nation, which it claims enjoyed a 1,000% return on ad spend (ROAS).
The guide includes “cheat codes,” Audacy adds, including “Building creative that will maximize the value of advertiser buys,” “Metrics that allow advertisers to measure audio vs. other media accurately,” and “Podcast campaign ideas that break through the noise.”
