Audio marketing: key formats and potential for the future

Audio marketing is being used on an increasing number of channels such as smart speakers, podcast apps, radios… creating new uses as 90% of shoppers¹ regularly listen to audio content.

This means that businesses are considering this type of marketing as « a growth opportunity² » and are integrating it into their global strategies to meet customer demands.

Discover the importance of audio marketing and the main formats to be aware of to get the most from it.

The importance of audio marketing

Audio marketing enables brands to diversify their content strategy.

A key difference from video or written content, is that audio marketing lets businesses catch the attention of shoppers at different times of the day and in particular when they are off their screens²: during a commute, while exercising, doing hobbies… 53% of shoppers¹ state that they listen to audio content while they commute.

Audio marketing also makes a brand more human, creating a closeness and intimacy with listeners through the tone of voice, immersion in the brand universe, authenticity…

Audio marketing is also a simple strategy to implement, requiring « very little technical and financial investment³ ».

The main audio marketing formats

Podcast

The podcast (contraction between « iPod » and « broadcast ») is a channel that is booming, with 546 million auditors⁴ around the world. In the current context of « fighting for audience attention⁵ », the podcast, is a high-quality channel that can make you stand out and improve memorization.

Shoppers now expect brands to have their own podcast. 78% of shoppers⁶ expect it and 29%² will buy as a result of this format. Shoppers also expect brands to provide interesting audio content⁵ with true added value.

From a commercial point of view, podcasts represent a real competitive advantage and businesses using this format tend to have a 16% higher audience engagement rate⁶ than other businesses. Podcasts also have strong potential for the future with an increasing number of brands making their audio strategy⁷ a priority and 64% of them⁷ planning to maintain or increase their budgets for investment in this channel.

Social audio

Social audio has seen a boom with the emergence of new social media platforms « entirely dedicated to audio⁸ » such as Clubhouse⁹.

This type of audio marketing is a promising lever¹⁰ allowing businesses to create new opportunities for interaction with their audience. For example, X (previously Twitter) launched Spaces, a feature for creating live audio conversation spaces¹¹. These spaces make it possible for businesses to interact « authentically¹² » and in real time with their subscribers: Q&A, discussions, idea sharing…

Social audio is still « in its early stage¹³ » and businesses are questioning the durability of this format. This means that brands that are already using it have an advantage in a market with little competition.

Audio advertising

Audio advertising enables a business to broadcast « 10 to 30-second¹⁴ » ads during an audio content. This type of advertising can also be placed¹⁵ between two songs on a music streaming platform or in the middle of a podcast episode.

This audio marketing format makes it easier for brands to catch the attention of listeners¹⁶: 80% of listeners¹⁷ are capable of naming at least one brand mentioned during a podcast episode and 67%¹⁷ can name a product or a special offer.

Today, audio advertising is getting the best attention scores¹⁸ among online advertising formats. Of course this means that many businesses are adopting a mix media strategy¹⁹ combining display and audio advertising.

Voice search

Voice search allows shoppers to search using voice assistants such as Google assistant (Google) or Alexa (Amazon), to help them through their shopping journey.

Shoppers primarily use voice search to find local businesses (50%²⁰) or a product (52%²⁰) and 42%²¹ use it to make a purchase. A large majority of shoppers (90%²²) find this search method more practical and faster than using text… and are globally very satisfied²³ with this service.

To date, sales linked to voice search only make up a small percentage of global eCommerce sales (0.2%²⁴ in 2023) but they are expected to grow quickly over the coming years. Voice search will « undoubtedly²⁴ » play a growing role in the future sales strategy of businesses.

To sum up, audio marketing is a booming marketing format providing businesses with numerous opportunities to engage their audience and increase sales. Those that are already using it well are standing out from the competition and creating high-quality interaction on all their brand's touchpoints.

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