How to maximise full funnel marketing with audio 

In an era where digital marketing is increasingly diverse and dynamic, audio advertising is emerging as a powerful tool for brands looking to engage consumers in new and effective ways. By 2023, there were 464 million podcast listeners worldwide, and this number is set to hit over 500 million by 2025. And it’s not just podcasts. Digital radio is experiencing a surge, with 66% of all radio listening in the UK now happening digitally. Audio ads offer a unique opportunity to reach audiences with targeted, impactful messages. The proliferation of high-speed internet and the increasing adoption of smartphones and smart speakers have made it easier than ever for consumers to access a wide variety of audio content. It’s no longer just an accessory to your campaigns—it’s a performance channel that can deliver big results if you know how to use it effectively.  

Podcasts’ growth in recent years can be credited to the proliferation of platforms and aggregators that make discovering and subscribing to content easier than ever. The COVID-19 pandemic played a significant role in this surge, as people looked for new forms of entertainment during lockdowns. This boom has led to a diverse range of podcasts catering to various interests and demographics.  Music streaming platforms such as Spotify, Deezer, and Apple Music have revolutionised how people consume music and audio content, providing advertisers with new opportunities to target specific demographics with tailored messages.

Digital radio has evolved from a niche offering to a mainstream medium. Services like Spotify, Apple Music, Pandora and iHeartRadio, along with global players such as BBC Radio and NPR, have expanded their reach, offering advertisers the chance to connect with audiences through a variety of content formats, including music, news, and talk shows. 

Here are 6 tips to help you take advantage of the podcast and streaming boom and leverage audio ads in your marketing strategy. 

1. Analyse trends and platform insights to find your audience  

With audio’s growing reach, you have to get laser-focused on who you want to reach. Define your target audience based on your campaign objectives—whether it’s awareness, consideration, or conversion.  Use data to identify where your audience is most active pinpointing the platforms and shows that align with your audience profile. Don’t fall into the trap of creating a one-size-fits-all ad. Segment your audience and tailor your messages accordingly. For example, an ad for a fitness product could sound very different for a 25-year-old gym-goer compared to a 45-year-old weekend warrior. 

Analyse listening trends: Review data on listening trends to determine which platforms and shows have the highest engagement rates among your target audience. Look for metrics such as average listen duration, frequency of listens, and listener retention rates. 

Analyse when your target audience is most active, e.g. peak commute hours, lunch breaks, or late evenings can be ideal for capturing attention.  

Leverage platform insights: Each audio platform offers unique tools and analytics. Use these to track listener behaviour and preferences, ensuring your ads reach the right segments. 

Monitor competitor activity: Analyse where your competitors are placing their audio ads and which platforms they are using. This can provide insights into effective channels and strategies for reaching similar audiences. 

2. Choose the right medium  

Audio content, particularly podcasts, is known for its high engagement and listener loyalty. Audio users are more likely to respond positively to ads that align with their specific interests and preferences. It’s essential to align your ads with content that resonates with your target audience’s interests and behaviors. 

Podcasts: If your target audience is engaged with specific genres or shows, podcasts can offer targeted reach and high engagement. Look for platforms that host podcasts relevant to your audience’s interests. 

Digital Radio: Platforms like iHeartRadio or BBC Radio might be effective for broader reach and brand awareness, especially if your target audience listens to live radio or specific stations. Use programmatic platforms like AdsWizz or Triton Digital to buy ad space. 

Music Streaming: Services like Spotify and Apple Music are ideal for targeting listeners based on their music preferences. Use platforms that offer ad placements between songs or during specific content breaks. 

3. Maximise impact with the right ad format 

Each format offers unique benefits and can be suited to different stages of the listener’s journey. Podcasts might benefit from more integrated ad formats, while music streaming might be better suited to shorter, standalone ads. Here’s a breakdown of the key ad formats you can use:  

Pre-Roll Ads are short ads that play before a podcast or streaming content. They’re great for capturing attention early but can be skipped if too long or irrelevant. 

Mid-Roll Ads  play during the content, often at natural breaks. They typically have higher engagement as they reach listeners already invested in the content. 

Post-Roll Ads play at the end of a podcast or content. They may have lower engagement but can be effective for a strong call-to-action. 

Sponsored Content: Your brand is integrated into the content of the show or podcast. This can create a seamless experience and build trust, but requires careful alignment with the content to avoid coming across as forced. 

Dynamic ad insertion: Allows for real-time ad placements and adjustments based on listener data. It’s useful for targeting specific audience segments and optimising ad relevance. 

Interactive ads enable listeners to interact with the ad content through prompts or clickable elements, helping to drive higher engagement. 

4. Make your audio creative personal 

Audio is a personal medium—listeners experience it directly and intimately. Your creative needs to feel like a conversation, not a broadcast, and should feel like it’s speaking directly to the listener. The more personal and tailored your message, the better it will resonate. 

Use a conversational tone: speak to listeners as if you're having a one-on-one conversation, focus on making the message feel natural and engaging. 

Tell a story: craft a narrative that engages the listener emotionally to build a stronger connection and make your message more memorable. 

Use listener testimonials: include real testimonials from customers who have similar characteristics or needs as your target audience. This adds authenticity and relatability. 

Incorporate emotional triggers: using music, tone, and pacing to evoke emotions that align with your message can significantly impact listener engagement and response. 

Keep it short and sweet: avoid overwhelming listeners with too much information. Keep your message concise and to the point, focusing on the most impactful elements. 

5. Understand how to optimise audio performance  

The digital landscape is driven by data, and audio advertising is no exception. To capture and hold listener attention in a competitive space, a strategic approach is essential. Every element of your audio campaign must be optimised to ensure it achieves the desired outcomes. 

Ensure your ads are mobile-friendly as a significant portion of audio content is consumed on smartphones. consider short, impactful ads that are suited for mobile listening environments, where attention spans are shorter.   

Run A/B tests to experiment with different ad placements, times of day, and content formats. test different combinations to see which generates the highest engagement, click-through rates (CTR), or conversions. continuously refine based on these insights.  

Use frequency capping to limit the number of times a single listener hears your ad within a certain timeframe as overexposure can lead to listener fatigue. Leverage dynamic creative optimisation (DCO) to automatically adjust and refresh your ad creatives to prevent repetition, keeping your campaign engaging and relevant.  

Consider ad sequencing to create a cohesive and impactful campaign by delivering a series of ads in a specific order. Rather than bombarding listeners with the same ad repeatedly, sequencing can build a story over time that can tell a story across multiple touch points. Start with an introductory message, followed by a deeper dive into benefits or features, and conclude with a strong call to action.  

Target contextually to ensure your ads are placed in contexts relevant to your audience’s interests and behaviours. 

6. If it’s digital, it’s measurable 

One of the biggest advantages of digital audio advertising is its measurability. Unlike traditional media, where tracking precise engagement metrics can be challenging, digital audio provides a wealth of data that allows you to track every impression, click, and conversion. Effective measurement is crucial for understanding the impact of your campaigns and making data-driven decisions. Connect your audio ad efforts directly to measurable business outcomes, such as revenue, customer acquisition, or return on investment (ROI), helping you demonstrate their value and impact on your business objectives. 

Embed tracking codes within your audio ads to monitor listens, downloads, and interactions, helping you assess performance and audience engagement. Use platforms that provide robust analytics and integrate with your existing systems. Include unique tracking URLs or codes, utilising tools like URL shorteners or specialised ad tech solutions. 

Connect to web analytics (e.g., Google Analytics) to track the full customer journey. This will help you see how your audio ads fit into the larger marketing ecosystem. 

Create unique landing pages or URLs for your audio campaigns, helping to isolate and measure traffic and conversions directly driven by your audio ads. 

Conclusion 

Audio is emerging as a powerful performance marketing channel, driven by explosive growth in podcast listeners and digital radio audiences globally. To make the most of this opportunity, brands need to strategically target their audience, delivering authentic and value-driven messages that resonate on a personal level. The intimacy of audio makes creative quality essential, requiring ads that feel individualised rather than made for the masses. Data-driven optimisation is key—analysing factors like timing, placements, and audience demographics ensures optimal performance. Finally, the digital nature of audio allows for measurable results, with tools available to track listener engagement and connect it to tangible business outcomes such as website visits and conversions. This makes audio a fully accountable, high-impact channel for performance marketing. For tailored strategies and expert insights, get in touch with us at info@bravebison.com.