Q1 is here, and campaigns are already launching left and right. The budgets are fresh, the creative is new, and real business results are on the horizon.
Which means it’s the perfect time to talk about driving efficiency with your ad budget.
As every good marketer knows, baking budgetary efficiency into your strategy is a surefire way to guarantee long-term success and ROAS.
So how do you get more bang for your advertising buck? Recently, Westwood One, a leading media company, released a report on the channels that drive the greatest brand recall, attentiveness, and ROI.
And as you guessed from the title: Digital Audio proved to be a powerful channel.
Key Stats on Digital Audio
Even in video ads, audio has proven to be an important driver of brand recall, which goes a long way in building positive associations for your target market. One study even found that increasing audio mentions of brand names in video ads delivered 4x brand recall lift.
But the audio effect on brand recall isn’t just limited to video ads. Audio ads drove a massive 56% greater attentiveness than the total media composite average.
But even within the world of audio ads, not all impressions are equal. Another key finding from this report went beyond attention and recall, landing squarely in the realm of real business results:
YouTube podcast views were proven to be 18-25% less effective at driving purchases than audio podcast ads. That means $10k spent on YouTube podcast impressions can equal a loss of up to $2.5K in conversion value compared to audio podcast campaigns.
Why Podcast and Digital Audio outperforms YouTube podcasts.
- Podcast and Digital Audio listeners are intentionally seeking the content on which your ads appear. YouTube viewers are more likely to be passive and algorithm-driven.
- Podcasts are typically considered trustworthy by their audiences, which creates a positive, persuasive environment for advertising.
- YouTube audiences are innately less attentive, due to the possibility of multitasking, a distracting visual element, or some combination of both.
When Recall Turns into ROI
While the above stats might be surprising to some, they reinforce what we’ve known for years: Audio is an amazing tool for brand awareness, and targeted Digital Audio and Podcasts easily escalate it to brand affinity.
And great brands and marketers know that affinity can be translated into real business results with the right audience targeting and media.
When we rolled out our Digital Audio & Podcasts media channel, we discovered a stunning stat: 95% of regular podcast listeners take action on the ads they hear in their preferred podcasts. You can see this level of activity clearly in Digital Audio’s impressive ROI. And that’s to say nothing of the multiplicative effect it has on omnichannel, which can boost sales lift up to 50% when augmenting existing campaigns.
Let’s Get Efficient
With GroundTruth, you can be sure you’re getting the most from every ad dollar you spend. So why wait?
Kick off the year right. Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
