programmatic audio's path-to-purchase power
According to a forecast by eMarketer, digital audio will make up a fifth of all time spent with digital media in the U.S. in 2024. Compared to TV viewership, digital audio is on the rise with U.S. listeners spending 2 hours, 20 minutes per day consuming content.
Today’s consumers are “always on,” and while the way they engage with advertising is ever evolving, audio’s place in the media mix is one brands cannot overlook.
Who’s tuning in?
Each year, more U.S. consumers are tuning into digital audio. According to statistics by the Recording Industry Association of America, audio subscriptions grew by roughly 15 million to 75.5 million subscribers in 2020 due to COVID-19, and as reported by Forbes, around 82 million Americans pay for a music streaming service in 2023. As of earlier this year, ¾ of Americans at least 12 and older have listened to a podcast in the past month, according to a Pew Research Center report.
About 38% of Americans tune into podcasts monthly, and 66% of those dedicated listeners are Millennials. While podcasts are primarily for entertainment, consumers also listen to them for background noise, educational purposes, to hear different opinions, keep up with current news, and gain inspiration. Even when advertisements occur during podcasts, 81% of listeners are still engaged and actively paying attention to the audio, and 60% of podcast listeners have purchased a product discovered from a podcast.
Why programmatic audio?
From streaming music to podcasts, programmatic audio allows marketers to stream 10-60 second advertisements across various audio platforms. Advertising through programmatic audio exposes a new audience of engaged listeners who are 24% more likely to retain the information than ad displays. Research by Neuro-Insight has found that digital audio platforms are effective across the funnel, often more so than other media. Average engagement levels are 14% higher than TV, 18% higher than social media and 23% higher than terrestrial radio.
High levels of engagement only scratch the surface of programmatic audio’s effectiveness across the path-to-purchase. It is an essential tool for brand marketers looking to increase revenue. The channel’s growth among younger audiences, women, and global audiences further illustrate the opportunities programmatic audio can deliver to brands.
Complete your omnichannel strategy
Amplifying your brand with Causal IQ’s programmatic audio will allow you to reach highly engaged listeners across scalable, quality inventory with deep audience insights. Our team of audio experts can help your brand find the right balance between delivering relevant personalization and maximizing reach with programmatic audio. Omnichannel campaigns deliver higher ROI than single channel ones, especially when activity is tightly integrated. We recommend running on a variety of mediums as a diverse media mix will have the strongest reach.