Audio as an advertising medium: versatile use, activating advertising effect

The study results prove the versatility and attractiveness of digital audio as an advertising medium:

• Usage: 59% of all respondents state that they listen to digital audio at least occasionally, tending to do so several times a week to daily. The most frequent use is via smartphone (73%). Headphone use is at 30% across Switzerland, and as high as 47% among 15 to 34-year-olds. Music streaming platforms are used the most (52%), followed by web radios (39%) and podcasts (22%).
  
  
• Usage situation: Digital audio is most frequently used at home (85%). Other relevant usage situations are in the car, on the move on foot, at work or at the place of education or on public transport.
  
  
• Awareness and image: Audio advertising enjoys a high level of attention: two thirds of users state that they pay attention to digital audio advertising. Above all, it is seen as credible and informative.
  
  
• Activation: Audio advertising has a particularly activating effect on 15 to 44-year-olds and encourages listeners to find out more about products or brands (31%), to continue talking about them (27%) and even to make purchases (20%).
  

Case Activ Fitness: Digital audio advertising for more awareness and significant target group activation
The results of the study were confirmed in a specific customer case. In addition to the positive effects on awareness and brand preference, the digital audio campaign had a clear activating effect on follow-up communication, recommendation, subsequent purchase considerations and the actual purchase decision, particularly among the target group of 18 to 44-year-olds.