'The Sound of Growth: How Audio Fuels Branded Search' is new research from Oxford Road that reveals how podcasts, streaming and radio drive audience behavior.
Oxford Road is the world's largest podcast agency and the market leader in creator-based video advertising after recently acquiring Insignia Capital and Veritone One, merging the two agencies.
The report, which began as a study aimed at tracking the impact of audio advertising on listeners, found that podcasts, streaming, and radio drive a huge amount of online activity. A large amount of website activity that is mistakenly attributed to search marketing is actually driven by podcasts (and other activities). audio) advertising. And the effects last for a long time, sometimes lasting up to a month.
These findings also explain how podcasts have come to have a significant impact on public sentiment on a variety of issues.
Audio messaging (especially when it's in the host's own voice) can be long-lasting and can lead to people buying advertised products, receiving relationship and self-improvement advice, believing in conspiracies, supporting political parties, etc. , prompting listeners to take real action.
According to the study, audio accounted for an average of 18% of clients' brand search volume. For brands, this revelation reaffirms that audio is a key driver of discoverability, authenticity, and demand.
Based on data from $400 million in cumulative audio campaigns spanning more than 30 years of client spend, this research not only provides clear evidence that audio advertising meaningfully drives consumer awareness and behavior, but also shows that audio has significant It shows that brands that invest as much as they do can have just as much impact. Over 40% of brand search volume.
The study also found that voice's impact on search volume can last for weeks after the initial investment, helping marketers improve flighting, better manage expectations, and more accurately achieve goals. It also suggests that it may be helpful.
Giles Martin, vice president of strategy at Oxford Road, said: “Our findings provide evidence of what we have always believed: that audio marketing not only motivates listeners to take action, but requires an investment mindset to reap maximum benefits. ”
“Typically, the majority of activity on a website comes from search, and investments in paid search are often credited.
“Misunderstanding the role and drivers of search can mislead executives, misallocate investments, and inhibit growth. This new perspective will help marketers close the attribution gap. , an opportunity to counter short-term bias and strategically position audio as a key driver of sustainable growth for brands.”
Other findings in the report include:
Audio has both immediate and delayed effects on search, with impacts that can last weeks after the initial investment. Delayed effects are more pronounced for B2B brands or products with long consideration cycles and purchase Shorter duration B2C brands have more immediate impact and faster decay rates Cycles focused on promotional offers and short-term sales Consistent audio investment builds a stronger brand response over time and increases search volume compared to brands that have made sporadic or limited investments.
“Marketers should not underestimate the role of audio in driving both short-term performance and ‘mental availability,’” Martin continues. “Increased awareness, recall, consideration, intent, and credibility are the types of measures that support increased search activity.
“Leading brands are smartly leveraging audio across the funnel to deliver short-term high-purpose traffic, efficient customer acquisition, expanded reach and awareness, and fuel future demand.” It can be leveraged strategically and reap benefits in the coming quarters and years.”
Download “The Sound of Growth: How Audio Drives Brand Search” here.
