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1、THE MARKETERS GUIDE TO AUDIOBusting the biggest myths in mediaTHE AUDIO ADVANTAGEMost engaged audience 61%of Audio fans listen through ads,compared to just 19%of TV viewersThe#1 reach medium 96%listen to Audio dailyRemarkable ROI Audio drives 12%higher purchase conversion than TVThe Marketers Guide

2、to Audio 2The ultimate goal for advertisers,large or small,is to get customers to like you,secure their loyalty,and ultimately claim a larger share of the consumer purchasing pie.And amid a seemingly endless buffet of advertising options,more and more advertisers are turning to Audio for unparallele

3、d reach with the most engaged audience.Its a medium that resonates deeply,compelling listeners not only to listen,but also to act.Thats why savvy advertisers are embracing Audio like never before.Ready to learn how to make Audio work for you?Were excited to share the guide for mastering the art of A

4、udio advertising.The Marketers Guide to Audio 2The Marketers Guide to Audio 3Busting media mythsTodays media landscape offers more advertising channels than you can count.And with all the buzz around trends,media darlings,and viral results,its easy to get caught up in the misconceptions about what w

5、orks and what doesnt.But fear not,because were going to bust through those myths like a hot knife through butter.So grab your headphones and get ready to tune in as we debunk some of the most common misconceptions about Audio advertising.The Marketers Guide to Audio 3The Marketers Guide to Audio 4TV

6、S REACH IS DWINDLINGNielsen reports that Audio consumption has soared past TV leaving the action between our ears as the biggest game in town for reaching consumers.Audios reach is:+10%above live+time-shifted TV+13%more than connected TV(CTV)viewership2x the attention of TVSource:Dentsu Attention Ec

7、onomy Study with Lumen Research,June 2023,Base 30 second(n=1452);Radio attention is inferred audio attention based on visual attention using MICE methodology.Radio=12,580 Attentive Seconds;TV=5,934 Attentive SecondsRADIO BEATS TV FOR DRIVING PURCHASE Its true that TV drives conversions and purchase

8、better than many video and display channels.But one of the only channels putting up a better performance Radio gets advertisers across the finish line with 12%higher purchase conversion.MORE RESULTS SAME BUDGET Worried about how you can afford to add radio and digital Audio channels to your media pl

9、an?The truth is,shifting even a small TV budget over to Audio can dramatically increase your reach without taking an extra dollar out of your pocket.After shifting 10%to Audio,marketers typically garner between 10%and 40%increase in reach for the same budget.Source:Nielsen,Commspoint Influence;Chann

10、el rankings consider cost and include U.S.MRI Simmons 2022 data;Audio=Radio ads,streaming Radio ads,and podcast adsWere watching fewer TV shows and as more and more of us skip and scroll through those dreaded commercials,their advertising impact becomes less and less.What do viewers do during TV tim

11、e?55%grab their phones28%go on their laptop24%use a tabletSource:TiVo Q4 2021 Video Trends ReportThe Marketers Guide to Audio 4Audio delivers more impact than TV.We all watch TV.We get hooked on our favorite shows and excitedly binge the latest releases.But even with all the traditional,cable,CTV,an

12、d other options,TV is just one channel to consider.And you may be surprised when you dive a little deeper to find the truth about reach,attention,cord-cutting,and performance.Myth-All I need is TV.TruthMEDIA-DRIVEN PURCHASE CONVERSIONTVSOCIAL MEDIAVIDEORADIO48%44%38%26%The Marketers Guide to Audio 5

13、The only way your brand will have a voice is on ad-supported platforms.And Audacy is a leader in ad-supported Audio,with content reaching 200 million listeners.200M48.6M41.2MSource:Most Current Data by platform:OTA:Nielsen Audio,Fall 22,4 week cume,Mon-Sun 6a-6a,P12+,P6+in PPM Markets,All Audacy O&O

14、 stations,All Audacy affiliates of Audacy produced content for:CBS Sports Network,MLB,NFL,NHL,NCAA Football,NCAA Basketball,Americas Greatest Hits,Carson Daly Show,Texas State News Network,Michigan State News Network Streaming:Oct22,Triton Digital,Google Analytics,comScore VMX,Podcast:Oct22 Pro Form

15、a Combined Podcast Listeners.De-duplication using Edison Research Infinite Dial 22 factors;Spotify and Pandora Q2 2023 Earnings ReportsPUREPLAYS CANT COMPETE WITH AUDACYS CROSS-PLATFORM REACHOur clients are looking for Audio campaigns that cut through the clutter and drive consumers to take action.T

16、hats the beauty of radio and digital audio advertising.By leveraging trusted shows and familiar voices,audio ads spark emotion,become more memorable,and compel our fans to purchase,explore online,and visit stores more effectively and efficiently than every other media choice.Jenny Nelson,EVP,Marketi

17、ng Solutions&Strategy,AudacyThe Marketers Guide to Audio 5Pureplays cant compete with Audacys cross-platform reach.While the rise of digital Audio may have shined a spotlight on pureplays,whats easy to overlook is that Spotify and Pandora only bring a sliver of their audience to their advertisers.A

18、significant portion of the listening audience simply opts out of hearing advertising with paid subscriptions.Myth-Apps have all the audience.TruthThe Marketers Guide to Audio 6GEN Z CONSUMES MORE RADIO THAN TVGen Z media habits define the great divide between radio and TV that exists today.Almost ha

19、lf of Gen Z listen to AM/FM radio regularly,and more than one-in-four (26%)are dedicated radio listeners.One of the reasons for this radio resurgence is accessibility.Younger listeners can stream radio from their phones or on smart speakers at home.And they dont need a paid subscription.But its not

20、just about convenience.Gen Z is also drawn to the sense of community and connection that radio and podcasts offer.In a world thats increasingly dominated by mindless scrolling,radio and podcasts provide teens and young adults with a refreshing break from the noise of everyday life.96%of Gen Z listen

21、s to Audio dailySource:Edison Research,Share of Ear 2024 Q1Source:Nielsen Scarborough,Research,Market/Release:Scarborough USA+(Current 6 Months Only)2022 Release 2 Current(Dec 2021-Nov 2022),Base:Total Adults 18+Projected:260,625,948 Respondents:101,996,Enhanced targets:Generations:Gen Z(ages 18-24)

22、,Media QuintilesRADIOTVREGULAR USERS DEDICATED USERSPERCENTAGE OF GEN Z ADULTS WHO USE RADIO OR TV31%26%44%10%The Marketers Guide to Audio 6Gen Z listens to Audio daily.Who says younger audiences dont listen to Audio?Not us!Gen Z,the youngest adult audience on the block,is tuning in to Audio a lot m

23、ore than you might think,shaking things up and bringing a fresh perspective to the game.Myth-Those youngsters dont listen.to Audio.TruthThe Marketers Guide to Audio 7You can track,measure,and analyze results for any broadcast and digital audio campaign.In our Instagram world,its“pics or it didnt hap

24、pen.”In advertising campaigns,its“measure or it didnt matter,”because if you cant tell how a campaign fared,whats the point?Myth-I cant measure Audio.TruthWith Audio conversion results,patience is key but its worth the wait.Though Audio drives purchases and web visits,many listeners tune in while dr

25、iving,working out,walking the dog,and doing other things that can keep them from acting right away.Its not a click-based medium.Instead,focus on listen-through measurement to capture delayed conversions.Top measurement partners use identity graphs to connect conversion dots over time,ensuring you se

26、e results whether they happen later that day,the next day,or even the following week.KPIFoot Traffic Web ConversionSales ConversionBrand LiftApp DownloadsMEASUREMENT GOALUse geofencing to measure in-store visits.Track how many listeners visit your website and what they do while theyre there.Measure

27、online and in-store sales generated by your ad.Understand how your ad impacts awareness,favorability,and consideration for your brand.Monitor ad-to-app conversions and downloads.PARTNERSIt takes 2.4 days on average for Audio ad listeners to take an action.Source:Audacy-Claritas Aggregated Attributio

28、n Analysis,2020-2021If you think that broadcast and digital Audio campaigns are untrackable and immeasurable think again.Thats the biggest myth of them all.We provide brands with solid radio,digital Audio,and podcast campaign attribution results all the time.We can show you the money And the web vis

29、its And the foot traffic.With the right partners,and the continual advances in measurement,AI-driven optimization,and advanced audience targeting getting a real grip on cross-device attribution and ROI is clearer than ever.So,which metrics matter most?The Marketers Guide to Audio 7The Marketers Guid

30、e to Audio 8Audio campaignsPlan the work,and work the plan.Now that youve busted those pesky myths,its time to get started on your Audio plan.But how?The Marketers Guide to Audio 8The Marketers Guide to Audio 9Source:Audacy Total Audio Attribution Channel Study,2021ONLINE PURCHASESALES CONVERSIONS P

31、ER 1,000 IMPRESSIONSAdvertiser returns are 55%stronger with total Audio+55%DIGITAL AUDIO ONLYDIGITAL AUDIO WITH OTA RUNNINGCUSTOMIZED AUDIO BUYSNext its on to how to buy.Audio advertising has come a long way from the“spots and dots”era.Activating customized media plans and tailored sponsorships let

32、you make your campaign and its audience your own.What you can buy on broadcast radio-ad optionsBegin with your platform strategy.Marketers are discovering that mixing radio and digital Audio produces the sweetest results.Instead of merely checking the Audio box on their media plan,theyre whipping up

33、 a holistic cross-platform Audio strategy.Integrating radio with digital Audio amplifies the impact of your advertising budget,ensuring each dollar stretches further to leave a lasting impression on every listener.Live reads&host endorsementsGet influencers talking about your brand through authentic

34、 and credible testimonials and endorsements.CLICK TO LISTENMusic Feature Stella RosaEntitlementsBuild awareness and equity with“brought to you by”content.Own your favorite stations news report,sports report,or music features.CLICK TO LISTENCommercial advertising:15,:30,or:60 commercial advertising o

35、n our iconic local audio brands offer advertisers massive national reach.Advertisers get access to an exclusive audience not available on any other network,daypartable inventory,and creative development resources.Plus advertisers can take advantage of RDS Visual Advertising for in-car display.Traffi

36、c,Weather,Information NetworkReach audiences who seek localized traffic,weather,and news through premium placements on our radio stations.CLICK TO LISTEN Host Read MazdaLive Read BetQLWeather Report Bay AlarmTraffic Report T-Mobile BusinessTrigger Nissan Intelligent MobilityEndorsement Hint WaterMax

37、imize your ROI with cross-platform Audio1The Marketers Guide to Audio 9The Marketers Guide to Audio 10How to buy podcasts&digital Audio-ad optionsAudience targeting on Audacys digital Audio networkTarget the highest quality addressable audience in Audio.Segment based on key demographics and advanced

38、 behavioral characteristics to reach foodies,parents,auto intenders,football fans,pet owners,techies,and more.Multi-platform integrationsTake podcast activations further with social integrations,live events,and more.Companion video versions Product placement Co-branded PR&marketing Exclusive radio/O

39、TA features Social media integration Streaming extensions Live and virtual eventsPodcast Audio adsTap into our chart-topping shows and award-winning hosts to reach the members of your target audience while they listen.Presenting sponsorships Personal endorsements and host reads Pre-roll,mid-roll pla

40、cement Brand interviews&product reviewsCustom podcast contentWork with the experts from our critically acclaimed studios to develop and distribute custom pods made specifically for your brand.Branded series Branded content features Branded episodes Full-service production Format developmentPresentin

41、g Sponsorship Cash AppPersonal Endorsements VuoriHost Read Pre-Roll,Mid-Roll Beyond MeatCLICK TO LISTENThe Marketers Guide to Audio 11Our clients are looking to reach their unique customers when theyre leaned in and most receptive to ads and they do that through audience-based media buys.Many market

42、ers are buying specific target audiences within our Total Audience Network across the country or for a specific market.If youre targeting Millennial Moms,it doesnt matter if they listen to country music,True Crime podcasts,or News on their smart speaker you can reach them anywhere they listen.BROS W

43、HO SPEND BIGMen buying big-ticket items for their hobbies and households Sports drives as well as entertains Listen to sports,rock and news on radio Love taking their favorite Audio content across mediums-radio,streaming or podcasts Prefer sports,tech,business,comedy and news podcastsMOM ON THE GOSo

44、ccer moms with preschoolers and they shop for everyone 35+,homeowner,working mom Listen to health&fitness,true crime,education and society&culture pods Love contemporary hit radio,adult contemporary,country and alt Stay updated with newsBUSINESS DECISION MAKERSMakes purchase decisions for company Mu

45、lti-platform Audio audiences Enjoy streaming radio as well as podcasts Listen to news,comedy and arts genres on podcasts Love music radio such as alt,adult hits,CHR,rhythmic as much as news Buying your audience2By combining millions of over-the-air and digital listener profiles with leading 3rd part

46、y data for demographics,behavior,and lifestyle insights its never been easier to meet your customers in Audio.The Marketers Guide to Audio 12To truly unlock the power of Audio advertising,you need the lucky four-leaf clover of creative:sonic branding,voice,music and message plus powerful personaliti

47、es.1 SONIC BRANDINGCreate consistent,repeatable brand cues that drive recall and purchase intent.Sonic branding boosts brand recognition and drives action.Its the single most effective way for marketers to tie their brand to our memories and emotions.17%increases ad recall in radio ads14%increases a

48、d recall in podcast adsSouce:Sound Creative,Audacy,2023 3 VOICEWhos voice works best?How many people should be talking?Finding the right voice will break through the noise to ensure your brand makes a resounding impact.And the secret to success?Definitely more than one.Ads with multiple voices incre

49、ase recall by 10%.4 MESSAGEWrite a script that grabs attention.Message matters.At the heart of every ad is the script.Mentioning the brand early and often will further amplify the ads effectiveness.And be sure to have multiple creative assets on air between two and four versions work best.Crush your

50、 campaign with compelling creative3Wield these four elements effectively,and you can create immersive experiences that resonate with audiences and lead to increased recall and purchase intent.2 MUSICFind the music that aligns with your brands personality.Music selection memorably captures hearts and

51、 minds.Whether youre selecting breezy melodies or powerful beats,music grabs attention,reinforces your brand,and connects with target audiences.Ads with music are simply more memorable than those without.Whether on radio or podcasts,it reverberates with 3%higher energetic emotion scores,4%higher rec

52、all,and 5%higher purchase intent.The Marketers Guide to Audio 13THE UNDENIABLE POWER OF PERSONALITIESJust as foodies flock to celebrity restaurants for a taste of star-studded creations,brand advertisers are drawn by the vast reach and charisma of Audio hosts.While trendy TikTok or Instagram influen

53、cers may dazzle for a moment,its the OG Audio hosts who capture hearts and minds,creating a bond as strong as the aroma of freshly baked bread to become the trusted companions of new generations.Local hosts,in particular,intimately understand the flavors of their communities.They live in our towns,r

54、oot for our sports teams,share our local experiences,and enhance their recommendations with a bit of hometown charm.Audience trust in on-air and podcast hosts is the magic that moves the needle for advertisers.Listeners engage deeply with Audio,so host recommendations pack a more powerful punchAudac

55、ys local hosts outperform national media.Listeners tell us that when they hear a message from a local influencer.Audacy hosts drive connectionHost endorsements drive purchase65%are more likely to pay attention to the message“I feel a greater connection to a brands message when I hear my local influe

56、ncers voice”Source:Audacy Influencer Impact Study,October 2020*Audience:Audacy Station Listeners|Any Gender|Any Age|Any Income|Any Ethnicity N=692 Source:Audacy Influencer Impact Study,August 2020*Audience:Audacy Station Listeners|Any Gender|Any Age|Any Income|Any Ethnicity N=692 Source:Audacy Influ

57、encer Impact Study,August 202060%Agree72%of listeners made a purchase after learning about a product or service from their local Audacy influencerI love the hosts of the radio station that I listen to.They make the content what it is.They make my day half of the time,and they dont even know it!Radio

58、 listener,Audio Amplification:Defining Engaged Impressions studyTIKIBOOMERAMY POEHLERBRUMEGAN HOLIDAYGLENNON DOYLENICOLE ALVAREZDAVID SPADE&DANA CARVEYThe Marketers Guide to Audio 14Brands in actionNo matter the size or the industy,Audio works.Brands big and small are finding success with Audio ever

59、y day,tapping into its unique ability to resonate and drive meaningful engagement.Whether its the local bakery promoting its freshly baked treats or a global apparel retailer unveiling its latest line,Audio proves its effectiveness across the board.The Marketers Guide to Audio 14The Marketers Guide

60、to Audio 15Mazda drives off a winner in NY market To drive purchase consideration among auto intenders looking for a new vehicle,Mazda teamed with Audacy to have local radio personalities share their favorite Mazda features with listeners on-air.New Balance hits a slam dunk To reach Gen Z hoops fans

61、 interested in both performance and standout trends,New Balance relied on our Audacy Sports podcasts.We reached young men and women nationally with producer reads,and tapped into top NBA talent with the voice of Chicago Bulls star Zach LaVine.New Balance cemented its place in the minds of competitiv

62、e athletes and trendsetters as the brand that gives them the edge on and off the court.Results:Success!Among auto intenders,Mazda saw.Results:+9.5%in brand favorability342%return on ad spend+10.4%in brand considerationHOST ENDORSEMENTPOWERING PURCHASECase studies“I have a belief in business,that if

63、somethings working double down Our firm had doubled over and over and over again,and its because weve had great marketing.Audacy really puts us out to the target market were looking for,so they come to us Because we have a brand;because Audacy has helped explain who we are,what we do,what our succes

64、s rate is people really understand what Palace Law is,and come to P Law for that brand.That transition from being nobody,to being somebody thats recognized in public is really good for our brand.But it would have never happened without Audacy.”Patrick Palace,Palace LawThe Marketers Guide to Audio 16

65、+8K incremental visits to Dunkin storesMillions of Gen Z followers got the message1,358%return on ad spend in month three of Audio campaignDunkin runs on podcasts Dunkin needed to increase foot traffic into its stores.It opted for a two-month custom podcast sponsorship centered around host reads on

66、top-performing shows.Quantum Fiber sees subscribers soar Quantrum Fiber joined forces with Audacy for a podcast and digital Audio campaign to drive new internet subscribers.Piloting with residents whove recently moved,and quickly expanding to additional demos,Quantum Fiber immediately saw success at

67、 every stage of the funnel from driving web visits all the way to hundreds of new purchases each month,directly attributed to its Audacy campaign.Storytelling for the win:Instagrams Gen Z campaign When Instagram wanted to increase awareness,affinity,and recommendations among socially conscious young

68、 adults and teens through its“Discovering Our Identity”campaign,our podcast hosts stepped up to their mics to help.Our powerful young influencers shared their experiences in finding their identityinspiring loyal listeners to do the same.Our hosts also used their social channels to drive even deeper

69、connections to Instagram.IN-STORE TRAFFICWEB VISITS&CUSTOMER CONVERSIONBRAND-BUILDINGResults:Results:Results:The Marketers Guide to Audio 17Wondering how radio will perform for your business?One of the best places to start is to see how others in your industry are faring.While every campaign is uniq

70、ue,and success depends on a number of factors including frequency,creative,and existing brand equity these benchmarks can offer insights into how brands just like yours benefit from local radio advertising.At Audacy,we deliver thousands of on-air campaigns for brands across industries and we analyze

71、 the results to learn more about campaign effectiveness and delivery optimization.ON-AIR IMPACTIMMEDIATE RESPONSE TOP DAYOPTIMAL DURATIONON-AIR IMPACTIMMEDIATE RESPONSE TOP DAYOPTIMAL DURATIONAPPLIANCES&ELECTRONICS14%lift in daily web visits15%lift in immediate response web trafficMonday:15 spotsAUT

72、O INSURANCE35%lift in daily web visits8%lift in immediate response web trafficWednesday:60 spotsECOMMERCE13%lift in daily web visits7%lift in immediate response web trafficSunday:15 spotsBEER&BREWERIES35%lift in daily web visits5%lift in immediate response web trafficSaturday:60 spotsAUTO7%lift in d

73、aily web visits7%lift in immediate response web trafficFriday:30 spotsLEGAL26%lift in daily web visits8%lift in immediate response web trafficWednesday:15 spotsDOCTORS&MEDICAL SPECIALISTS28%lift in daily web visits 5%lift in immediate response web trafficFriday:15 spotsNON-PROFITS37%lift in daily we

74、b visits7%lift in immediate response web trafficTuesday:15 spotsACCOUNTING&TAX SERVICES14%lift in daily web visits9%lift in immediate response web trafficFriday:15 and:30 spotsAudio advertising benchmarks by cateogryQSR&CASUAL DINING20%lift in daily web visits6%lift in immediate response web traffic

75、Saturday:30 spots*KPI analyzed:Web visitation Audacy Analytics measures immediate response and provides directional insights for optimization of campaigns,Creative A/B testing,and increasing ROIThe Marketers Guide to Audio 18If youre already advertising with local stations,youre not alone.Half of lo

76、cal advertisers buy radio,and 78%of local agencies use radio as a key piece of their advertising plan.And if youre thinking about advertising on radio,streaming,or podcast platforms,youre going to be in excellent company.Market by market,for brands large and small,local advertisers trust,choose,and

77、enjoy the rewarding fruits of their labors with Audacy.In Seattle alone,these brands are trusting their ad campaigns to Audacy:Half of local advertisers buy radio;78%of local agencies buy radio.Source:InsiderRadio,Borrell Associates,July 2023Audio for the win Regardless of your brands size or indust

78、ry,Audio emerges as the ultimate advertising champs,with unparalleled reach,enviable ROI,and the transformative potential of total Audio strategies.Media buying options are evolving,and from the irresistible allure of podcast hosts to the irrefutable power of ad-supported platforms,Audio commands attention and delivers results with every campaign.Ready to learn more about how to spice up your brand results with Audio?Learn moreWhos buying?