In a post by Audacy’s Audio Insights, the company says that “when OTT runs alone, conversion rates hover around 38%. Add Audio to the mix, and conversion jumps to 42%. That’s an 11% lift, just by layering in Audio…
Streaming radio and podcasts don’t just add reach. They double down on impact by warming the audience before they ever click.” The company adds, “Audio brings something no other channel can touch. It’s literally in your audience’s ears. It’s personal. It’s focused. And it shows up during moments where screens aren’t competing for attention, like commuting, working, cooking, unwinding. That’s when messaging sticks. Audio builds familiarity and trust early in the journey, so when someone sees your display ad, social post, or paid search result later, they’re not meeting your brand for the first time. They already recognize you. And recognition drives response.” See the complete post here.
