Zoopup.com
Sign up

Audio Ads vs. Visual Ads: Why Audio Advertising is More Impactful

drishti
drishti
Create: Dec 30,2024




Before I dive into why audio ads often perform better than visual ads, let me ask: How many ads did you see before finding this blog—on your phone, laptop, or during your commute? Can you recall a few of them? It’s highly likely that you can’t; not because you didn’t see any but because they barely registered. Welcome to the reality marketers grapple with every day. 


It’s a popular maxim in advertising that, on average, we see 4,000 to 10,000 ads daily! While this may seem exaggerated, the current environment is surely hyper-commercialized—brands, offers, and promotions attack our senses every second. To cut through the noise, advertisers are continuously trying novel methods, and audio advertising might be the answer. 


There are 2 key factors we must consider in the audio vs. visual ad debate—cost and cognition. Audio advertising is cheaper than video advertising, and research states that an audio ad’s impact per cost unit is higher than that of visual ads. Moreover, the brain retains aural memory for longer than visual memory. Consequently, studies by Spotify have stated that audio advertising is up to 25% more effective than visual ads. The given article delves deeper into this concept, exploring why advertisers should let the ‘sound’ do the talking!


Why Audio Advertising May Outperform Visual Advertising


While visual ads or video advertising will never go out of fashion, here are some reasons why companies should hear out  what recent research in the field of marketing has to say about audio advertisements:


Sound Can Build an Efficient Emotional Connection


Audio ads connect rapidly by creating a deep and lasting bond with consumers, often within seconds. This method is effective as well as cost-efficient, letting brands build a strong emotional resonance without overspending. The efficiency per cost unit of this emotional connection is what stands out.


Building Trust Through Music


Branding managers and advertising agencies must remember that ‘loud’ ads won’t do the trick. You must explore creative approaches that blend with listeners, moulding the ad to add some real value to their experience. The best audio ads don’t interrupt—they integrate naturally into the experience, enhancing trust through subtle & engaging content.


Sounds just Right!


When done right, this can do wonders for your brand. A study by Lightwave and iHeartMedia showed that audio advertising elicits physical and emotional responses more strongly than visual ads, with listeners retaining memories from audio ads up to 220% better. This is partly due to the echoic memory effect, where audio information is stored slightly longer in the brain, making audio ads particularly effective for memory encoding and recall.


2. The Brain Retains Audio Memory Longer than Visual Memory


The brain processes audio differently from visuals. Scientific research has consistently proven that audio ads get a solid brand recall response. This is due to how our brains handle different types of stimuli—while visual information is briefly stored in iconic memory, audio is processed in echoic memory, which allows for longer retention and easier absorption. This makes audio ads particularly effective for embedding deeper messages into consumers’ minds.


Better Active Engagement for Audio than Video Advertising


Visuals are quickly processed and often forgotten soon after. Research by Dentsu & SiriusXMMedia showed that audio ads are far better at generating active attention time. Audio ads achieved over 10,000 APM, or average attentive seconds per 1,000 impressions—about 60% higher than the average benchmark at 6,531 APM across video, TV, social, and display ads. Podcasts are particularly effective, driving the highest APM.


Longer Retention Rate for Aural Memory


When a person sees an image from visual advertising, it is stored in what’s known as iconic memory, which holds onto that image for only about one second before it starts to fade. So there exists a very brief window to make a lasting impression. But our auditory or echoic memory can store information for four to five seconds. This slight difference may seem minor, but in the context of the constant flow of information, these extra seconds significantly affect how memorable an ad becomes.


Audio Advertising is Easier to Process


Audio ads are also easier for the brain to process—spoken words are understood in 140 milliseconds, compared to written words, which take around 180 milliseconds. This means that with audio ads, your brain requires less effort to absorb the same amount of information.


Sonic Branding: The Power of Recognition


Iconic brands like Jio, McDonald’s, and Airtel have used sonic branding for decades to build instant recognition and trust. A simple melody or audio cue can trigger brand recall—even when listeners are distracted. Marketers must remember that consistency is key in this approach.


Co-creation with Audio Ads Enhances Engagement


Audio engages listeners on a personal level by inviting them to actively participate in creating the experience. Unlike visual ads, which are often passively consumed, audio ads activate the imagination and involve listeners in a co-creative process. This not only enhances engagement but also makes the ad more memorable and impactful by drawing listeners into a participatory role.


Audio Ads Work Harder for Brands


The increased attention gives out stronger results for advertising agencies. As per the same cited research by Dentsu & SiriusXMMedia, audio formats yielded an average brand recall of 41%, which is higher than the 38% benchmark seen across graphic ads or video advertising. They also resulted in an average brand choice uplift of 10%, much higher than the 6% benchmark. 


3. Audio Advertising is Cost-Efficient


Return on investment is the biggest criterion for any marketer, and audio ads offer a cost-effective solution for brands due to their low production and placement costs. Thus, they drive attention and brand lifts more efficiently. As per combined studies by SiriusXMMedia & Dentsu, podcasts boast a CPM of $2.80—cheaper than the industry benchmark of $4.30. This makes audio ads a smart choice for budget-conscious advertisers.


4. Podcasts: A Haven for Audio Advertisements


Podcast listeners are highly receptive to audio advertisements. As per Edison Research, 45% of podcast listeners visit a website, 42% consider a new product, and 37% inquire more after hearing an ad. This shows that audio ads not only stick in the memory but also drive actual engagement, resulting in a much higher ROI for audio advertising as compared to visual advertising or video ads. 

According to the Podcast Trends Report for 2019 by DiscoverPods, over 55% of respondents said they made a purchase after hearing about it on a podcast—quite an alarmingly powerful conversion rate!


A Highly Personalized Connection


Podcasts create a one-on-one connection with listeners actively seeking content, creating an ideal environment for ads. About 75% of podcast listeners tune in to learn something new and are highly engaged and attentive. Unlike traditional radio ads, podcast ads thrive on authenticity and relevance.


The Podcast Trends Report for 2019 also highlighted the power of repetition in podcast advertising, with 82.4% of listeners spending over seven hours a week on podcasts. This means ads have multiple opportunities to reach listeners, leading to deeper brand connections and higher conversions.


A Focused Audience of Podcast Listeners


Edison Research found that 70% of podcast listeners don’t do anything else while listening, giving undivided attention to the ad. A Music Oomph study found that 80% of podcast listeners listen to an entire episode or most of it, significantly boosting the likelihood of ad recall. This captive audience, combined with high listener loyalty, makes podcast advertising a huge tool for strong ROI.


Conclusion


While visual and video advertisements continue to dominate the advertising world and will keep doing so, the cost-efficiency of audio ads makes them a compelling alternative. Audio advertising can cut through the clutter, establish an emotional connection, and leave lasting impressions—all without the hefty production and placement costs of visual media. This is why audio ads represent a growing trend in the marketing landscape. Like every trend, it could evolve or fade, depending on shifting consumer behaviours and technological advancements. But for now, with their ability to capture attention at a lower cost, audio ads are an untapped goldmine that marketers should harness to their fullest potential.


If you're looking to amplify your advertising game, Zoopup connects you with top freelancers skilled in every facet of advertising and digital marketing. From social media marketing to audio ad production and video storytelling to podcast integrations (and beyond), our experts specialize in creating innovative campaigns bespoke to your brand's unique needs. Explore professionals for all categories—from scriptwriters to sound engineers and beyond—only at Zoopup. Let your brand’s voice resonate in every eye; and ear!



Frequently Asked Questions:


Why do audio ads outperform visuals in marketing campaigns?


Audio ads create a stronger emotional connection and foster a higher brand recall, due to the brain's ability to retain auditory information longer. Unlike visual ads, which rely heavily on fleeting imagery, audio ads use sound and music to engage listeners better.


How do visual ads compare with video advertising in terms of retention?


Visual advertising often struggles to hold attention due to the abundance of competing imagery. However, video ads, which combine visuals and sound, can be effective. Still, often audio ads outperform visuals by focusing solely on auditory engagement, ensuring longer retention through the brain's echoic memory.


Why is music a key element in audio advertising success?


Music in audio ads evokes emotions and builds trust, fostering a personal connection with the audience. Unlike visual ads, which are easily skipped, ads featuring compelling sound & music will smoothly integrate into the listener's environment, making them harder to ignore and more likely to resonate.


What makes video advertising less cost-efficient than audio advertising?


Video advertising typically has higher production and placement costs compared to audio ads. While visual ads have their strengths, audio ads outperform visuals in terms of return on investment, especially for brands aiming to optimize budget while maximizing impact.


How does podcast advertising use sound to engage audiences?


Podcast advertising, a subset of audio advertising, excels by using targeted sound and relevant content to captivate listeners. Unlike visual advertising, where distractions are common, podcasts provide undivided attention, letting audio ads outperform both visual ads and video advertising in engagement and recall rates.


What role does sound play in brand recognition through sonic branding?


Sound, including jingles and auditory cues, reinforces brand identity. Iconic examples from visual advertising of the likes of Jio & Airtel show the importance of integrating sound elements. Audio ads, particularly those using consistent music, leave lasting impressions, outperforming visuals in brand recall and emotional resonance.



About The Author

drishti
drishti
Create : Dec 30,2024

Share