Audacy has unveiled its fifth installment in its bi-annual thought leadership series, titled State of Audio: Level Up. This latest edition serves as a comprehensive guide for audio advertising, offering insights, planning tips, and innovative trends aimed at enhancing the effectiveness of audio marketing strategies.
According to research from media agency Dentsu, marketers are increasingly focusing on attention metrics to allocate their budgets most effectively. Another study by Neustar revealed that brands could benefit from up to $6 billion more in revenue by adequately incorporating both traditional radio and digital audio in their media mix.
Artificial Intelligence is also beginning to influence the audio advertising landscape. Generative AI, personalization, and sentiment analysis are making strides in enhancing user interaction and content discovery. For advertisers, AI technologies are enabling dynamic and personalized advertising at an unprecedented scale.
Moreover, findings from Edison Research meta-analysis show that Gen Z is actively engaged in multi-platform audio, with 79% listening on phones and 42% on AM/FM radios. Interestingly, Gen Z tends to prefer radio content over digital-only audio platforms for its entertainment value and content curation.
Audacy Chief Marketing Officer Paul Suchman said, “Audio is proving itself as a must-have media for savvy marketers. Our advertisers are embracing the power of multi-platform audio with media plans that utilize radio, digital audio, and podcasts, working together to their full potential while seeing the impact on their ability to reach audiences with unprecedented precision and drive quantifiable outcomes for their brands.”
