Audio Advertising News, Trends & Insights

How digital audio advertising and search work together The Zero-Click Search Crisis Search engine marketing has served as the gold standard for intent harvesting for nearly two decades. It is the ultimate tool for catching consumers at the exact moment they seek a solution. However, we are witnessing a significant decline in the effectiveness of the traditional search results page. The rise of AI-powered search and zero-click results has created an environment where users find their answers without ever clicking on an ad or a website link. Recent data suggests that over 62% of searches now result in no click at all. As AI trashing of traditional search results continues, the cost of competing for

Audio advertising isn’t just a nice-to-have anymore. The Crisis of the Second Screen Many brands today face a significant challenge: traditional digital channels are experiencing a crisis of attention. For years, a predictable mix of search, social, and television was enough to drive growth. But those environments have become increasingly fragmented. We are living in the era of the second screen, where most people watch television while scrolling through their phones. This creates a paradox where brands spend more on ads while the audience effectively ignores both screens. Audio advertising offers a powerful alternative to this distraction. Unlike visual media, which requires a user’s undivided attention, audio follows the listener into the white spaces of

Determining what types of podcasts perform best for brands Most marketers think they know where their audience lives. They assume that if they are selling apparel, they belong on fashion podcasts. If they are selling software, they belong on tech shows. Our data proved otherwise. For a global brand like SKIMS, some of the highest ROAS didn’t come from a beauty or lifestyle show. It came from a YouTube knitting channel. On paper, that match looks like a mistake. In our database, it was a high-probability win. This is the difference between guessing what types of podcasts perform best for brands based on a few simplistic assumptions, and making a calculated decision based on a

How to make a cross-platform audio marketing strategy work Audio as a Performance Multiplier It is often easy to think of audio and podcasts as something separate from the rest of the media mix—as if they are not quite proper marketing in the same way as a search campaign or a TV buy. This siloed thinking is a missed opportunity. A sophisticated audio marketing strategy is a powerful multiplier for every other channel in your portfolio, providing a foundation that supports and improves the performance of what your brand is doing on social media, search, and in retail. Audio is uniquely positioned to function as the warm-up for lower-funnel channels. By the time a consumer

Choosing between the different types of podcast ads The Right Balance For Your Brand In the development of a high-performance audio campaign, few decisions carry as much weight as the choice of ad format. The way a message is delivered to the listener determines the level of intimacy, trust, and frequency the brand achieves. This requires a deep understanding of how each format impacts the overall return on investment. Every brand has unique requirements, and the ideal plan for a campaign often involves a blend of styles. Whether a brand leverages the trusted voice of a celebrity host or uses produced spots to achieve mass-market frequency, the choice should be driven by specific business goals.

The best podcast advertising strategy isn’t to get on as many shows as possible The Strategic Importance of Curation When a marketing team first allocates a significant budget to audio, the instinct is often to cast the widest possible net. The logic seems sound: more shows mean more reach, which should lead to faster scale. However, in high-performance audio, this “spray and pray” approach is a rookie trap that often leads to inefficient spending and diluted brand authority. The best podcast advertising strategy—the sophisticated approach—is not a game of volume; it is a disciplined process of curation. Getting on as many podcasts as possible is a metric of busywork rather than success. It is generally