New research suggests that search engines may be over-claiming their value, especially when it comes to the role that audio plays in driving broader consumer actions, especially in search. The study from the audio agency Oxford Road reveals audio ads drove an average of 18% of clients’ branded search volume. For brands that make heavy investments in audio, the medium can be as much as 40% or more of branded search volume.
“There is strong and growing evidence for its ability to cut through, impact brand awareness and consideration, lift subsequent search volume, and drive sustained growth,” the study concludes. The findings are based on data from $400 million in cumulative audio campaigns over more than three decades of client spending across radio, podcasts and audio streaming services. Oxford says the data reveals how audio ads impact consumer behavior, while functioning as a key driver of discoverability, credibility, and demand.
“Audio fills a critical gap as a double threat for marketers,” the study says. “It not only delivers performance, but also builds brand awareness, fosters longer-term engagement, and primes audiences for action when the time is right.”
Oxford Road’s data compared ad spend levels and search volume, finding audio ads had a “measurable impact” on search behavior as well as things like companion banner clicks and use of vanity URLs. While the results are not instant, the analysis shows that audio ads typically had an impact during the first week of advertising which it says supports the hypothesis that audio is a direct, short-term driver of search behavior. And it says the data suggests that messages cut-through media clutter to stimulate brand searching within a week.
But even as it quickly has an impact, Oxford says the study finds that audio is more powerful at building a brand when an always-on media approach is taken. It concludes brands with a sustained history of audio ads had a stronger relationship with search volume compared to brands with sporadic or limited investment.
Lagged effects are more pronounced for B2B brands or products with longer consideration cycles, with more immediate impacts for B2C brands with shorter purchase cycles with a heavy focus on promotional offers and short-term sales.
“For marketers, this highlights the value of viewing audio as a longer-term investment, not just a short-term one,” the report says. Rather than using a test campaign to drive sales or to support a seasonal or promotional push, Oxford says a steady audio presence helps to prime audiences for action at the time when they’re ready to buy.
The report does note, however, that for the longest investment periods, the relationship between audio investment and search slightly weakens. It theorizes that diminishing returns tend to mean that further growth is more incremental.
‘Missing A Big Opportunity’
Giles Martin, Oxford Executive VP of Strategy, says the new perspective the research providers is an opportunity for marketers to bridge attribution gaps, challenge short-term biases, and strategically position audio as a key driver of sustained brand growth.
“Our findings give evidence for what we’ve always believed — that audio marketing not only inspires action in its listeners but that it requires an investment mindset to reap the full benefits,” Martin says. “Usually, large volumes of website activity are attributed to search, and the investment in paid search is often credited. Misunderstanding the role and drivers of search can mislead executives, misallocate investments, and inhibit growth.”
Based on the study’s findings, Oxford is offering several recommendations to marketers, including the plan for the lagged effects — especially for B2B and higher-consideration brands — while also recognizing the longer-term effects of audio advertising. It says that brands also need to prioritize consistency, and should consider maintaining a steady audio presence. “If you’re testing audio and then bailing because you’re nervous about the results, you may be missing a big opportunity,” the report says.
Oxford also recommends marketers adjust to the attribution challenges in audio by using tools that can measure its whole impact. And it suggests they optimize spending levels to identify the optimal budget that maximizes search volume without incurring diminishing returns.
“Marketers should not underestimate the role of audio in driving both short-term performance and mental availability,” Martin says. “Improved awareness, recall, consideration, intent, and credibility are the types of measures that underpin this boost in search activity. Leading brands strategically leverage audio smartly across the full funnel by delivering short-term high-intent traffic, efficient customer acquisition, expanded reach and awareness, and priming future demand that can deliver returns for quarters and years to come.”
Download a copy of “The Sound of Growth: How Audio Fuels Branded Search” study HERE.
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