Purpose:
Assess the impact that over-the-air (OTA) and digital audio have on media mix performance
Key Findings:
A 1.2% shift of media investment to audio would surge brands' return on audio ad spend by as much as 23%.
Key Takeaways:
- Audio adds tremendous momentum to media campaigns. And a slight shift of dollars to optimize audio brings significant returns on investment.
- Audio lends synergistic impacts to other media channels, such as TV, paid search, online video, and out-of-home, among others. Across categories, every dollar invested in Audio has a 74% to 83% direct impact on incremental sales.
- Best testing AM/FM radio ads outperform nearly half of all TV ads
- An overview of performance across auto, retail and telecom industries show that audio impact peaks within the first week of activation. With the right measurement plans and tools in place, audio enables marketers to show progress against their goals – in the time they need.