Industry News

Audacy: Study Reveals Value of Audio Advertising

The company’s Insights from Audacy reports on a recent study from WARC (global trade association World Advertising Research Center) in which top media buyers, sellers, and measurement specialists responsibleimg for millions in ad investment were surveyed about why audio lags in media investment and why brands stand to benefit from a larger feature in media plans. The study reveals that audio has what brands need most: spectacular reach, high levels of attention, tremendous audience, and powerful performance. As an example, Audacy points to a skin care brand that used a podcast and streaming campaign to drive increased sales. See more about the study here.

Industry News

Audacy Insights: Radio Killed the Video Star

An Audacy Insights piece by company chief marketing officer Paul Suchman lays out the case that audio – radio/streaming/podcasts – is a more effective marketing tool than video (the traditional darling of media planners). Suchman writes that this argument “is among the ultimate tussles between media planners and publishers. While some may lean more heavily toward video, we at Audacy respectfully disagree.” He makes a five-point argument in audio’s favor saying it wins in reach, time spent using, is more immersive, activates all senses, and drives recall. Read the complete story here.