Audio Ads Influence Consumers from Discovery to Purchase

In today’s cluttered advertising environment, digital audio ads have proven to be a powerful tool for advertisers, driving full-funnel results from brand discovery to purchase. Audio ads boost brand awareness and influence purchasing decisions at critical moments, whether for everyday purchases or seasonal shopping (like back-to-school or holiday items). 

A recent custom DISQO study conducted by SiriusXM Media explores how digital audio ads impact the consumer journey and how consumers engage with these ads. Here’s what we found.

Audio Ads Drive Discovery and Increase Brand Awareness

One of the key advantages of digital audio ads is their ability to introduce consumers to new brands, products, and services. According to the DISQO study, 89% of digital audio listeners have potentially learned about a new brand, product, or service through an audio ad, and 81% of digital audio listeners recalled potentially hearing about a brand or product that’s on sale at a specific store or retailer. These findings underscore how effective audio ads are for raising brand awareness, even for consumers who may not have encountered the brand through other media channels. 

Beyond awareness, audio ads deliver valuable information. Around 74% of digital audio listeners discovered a new product or brand through an audio ad, and 68% have learned about sales or promotions at their favorite retailer or store. This makes audio a key platform for brands to showcase new products or highlight time-sensitive offers that encourage immediate action, whether visiting a store or making a purchase. 

Audio Ads Influence Consumer Behavior

Beyond driving awareness and informing consumers, digital audio ads can significantly impact consumer purchasing behaviors. The DISQO study found that 77% of digital audio listeners have potentially purchased a specific brand, product, or service after hearing an audio ad.  

In addition to driving direct action, digital audio ads significantly influence consumers. Over six in 10 digital audio listeners tried a new brand or product after hearing an audio ad, and 51% took it a step further, recommending brands or products to others after hearing an audio ad. These findings underscore audio’s ability to drive conversions and turn interest into action. Audio effectively reinforces brand preferences and encourages exploration outside the typical brands or products consumers typically consider. 

Audio Ads Play an Essential Role During Crucial Shopping Moments

Audio ads are especially impactful during peak shopping times, such as the holidays or back-to-school season. The DISQO study reveals that 77% of consumers say audio ads influence their shopping behavior during the holidays, and 69% say they impact their holiday gift list creation. Beyond seasonal shopping, digital audio ads also play a role in everyday purchases, as 67% of listeners say these ads have potentially impacted their grocery shopping list, and 65% of them say the same about their general shopping lists.

Audio’s impact doesn’t stop at retail; it also affects other consumer decisions, such as dining and social planning. Over seven in 10 listeners say audio ads influence their choice of where to dine, while 52% report that these ads have affected their plans to host a dinner or gathering. This broad reach across various life decisions showcases the versatility of audio ads in influencing consumer behavior. 

When and Where Consumers Listen to Audio Ads

Understanding where and when consumers engage with audio is crucial for maximizing the impact of ads. Many people listen to audio while engaged in shopping-related activities: 

• 62% listen while running errands

• 58% while driving to and from the grocery store

• 56% while heading to a retail store or mall

These moments of listening provide prime opportunities to reach consumers when they’re most likely to make purchasing decisions. 

Consumers also interact with audio ads during active shopping. For instance, 32% listen to audio while grocery shopping, and 22% do so while shopping for holiday gifts. These are key moments when consumers are in a purchasing mindset and ready to be influenced by timely ads. 

Reinforcing the Impact of Other Advertising Channels

Digital audio ads are also essential in reinforcing messages from other advertising channels. According to the study, 70% of consumers agree that audio ads help reinforce TV or video ad messaging, making them a valuable part of any cross-channel strategy. This ability to complement other forms of advertising enhances the overall effectiveness of a brand’s advertising efforts.

Two-thirds of digital audio listeners say that audio ads are key to influencing their purchase decisions, putting audio on par with search and video ads. In contrast, audio ads outperform social media and display ads in terms of influence, solidifying their importance in today’s media mix. 

Digital audio ads have proven to be an indispensable tool for driving brand awareness, educating consumers, and influencing purchasing behavior. Whether they’re introducing new products, promoting sales, or encouraging consumers to try new brands, audio ads provide a unique and effective way to engage retail consumers. 

Ready to reach shoppers with digital audio? Let’s talk.