All sampled audio advertising leads to consumer actions: SCAiQ
Audio advertising has proven its efficacy in driving commercial interests, as 100% of sampled campaigns generated measurable consumer actions, according to a report from SCAiQ, SCA’s insights division.
The latest Audio Action Amplifier report examined 124 audio-led campaigns and their impacts. In different formats, podcasts drove 52% of listeners to perform more actions, followed by streaming-audio (43%) and broadcast audio (42%).
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While consumers are likely to act on audio advertising across all buying categories, they are more proactive in ecommerce sector with 51% likely to act. This is followed by alcohol (47%), FMCG (46%) and retail (45%).
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This research comes after SCAiQ’s first report in the series, Audio Reach Amplifier, which found that 16.8 million Australians are listening to ad-supported audio every week and that it adds as much as 18 percentage points of additional reach to screens such as TV and BVOD.
SCA chief sales officer, Brian Gallagher said: “Whether our listeners are on the go, in the office or back home, this report proves that millions of them take action, and buy, as a direct result of audio advertising.
“Add that to the recency, influence and proximity to purchase that our platforms provide and there are compelling reasons for ecommerce advertisers to reassert their dominance with audio and drive business at the speed of sound.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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