A recent study by Integral Ad Science found that audio ads are effective in engaging audiences and driving purchase intent. Key findings include:
• 81% of internet users in the US have tuned into digital audio in 2023.
• 63% of digital audio listeners have engaged with ads in the past year.
• 28% of digital audio listeners have been compelled to visit a store or website after hearing an ad.
• 20% of digital audio listeners have made a purchase after hearing an ad.
• Host-read podcast ads are slightly more effective than pre-recorded ads in driving purchases.
• 44% of digital audio consumers are open to ads, but they prefer non-disruptive advertising that is relevant to the content they are listening to.
• Violent content, sexual content, drug use, and crime are considered high-risk for advertisers.
• Older listeners are generally more cautious and less likely to engage with digital audio ads.
Overall, the study suggests that audio advertising is a viable and effective way to reach consumers. Brands should focus on creating non-disruptive, relevant ads that are aligned with their target audience’s interests.