A Guide to Audio Advertising

• February 11, 2025
• sb2b
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Audio advertising is a powerful way to connect with audiences in all types of markets. And it doesn’t just highlight what your business offers—it can bring your brand’s personality to life. Compared to traditional print and digital strategies, audio offers key advantages, like access to attentive listeners. In fact, podcasts—one of the biggest vehicles for audio ads—continue to rise in popularity, with the average American tuning into 8.3 episodes per week.

On the surface, producing and distributing audio ads might seem complicated, especially if you’re handling everything in-house. But with the right approach, they can be a powerful tool for building awareness and driving action. So what sets this form of advertising apart, and how can your business use it effectively? Here’s what you need to know.

What Is Audio Advertising and How Does It Work?

Audio ads are commercials that rely on sound instead of visuals. Whether on the radio, streaming platforms, or podcasts, these ads use voice, music, and other “sonic elements” to grab listeners’ attention in a way that stands apart from traditional print, TV, and digital ads.

Just like any other marketing effort, creating an effective audio ad starts with strategy. Companies determine an intended audience, which platforms will be most effective, and overall marketing goals—whether that’s driving website traffic, free trial sign-ups, or online orders.

From there, the production follows a familiar process similar to anything you might hear on the radio or streaming service: A script is written to capture attention, explain the product or service, and encourage action. Voice talent performs or narrates the script in a recording environment. Next, that audio is mixed and edited. The final product is sent to distributors—such as podcast networks or streaming platforms—to reach specific audiences.

Benefits of Audio Advertising

Audio advertising is a smart choice for a lot of businesses. From a cost angle, they’re typically cheaper to produce than televised ads and allow for wider distribution at more affordable rates. And in terms of creativity, there’s a lot more you can do with an audio ad than with a digital web banner. That combination makes it possible to create a polished, high-end commercial without draining your marketing budget.

The variety of audio platforms makes it easy to reach niche audiences through this format. If you’re promoting vacation packages, ads placed on travel podcasts reach listeners already interested in planning trips. If targeting Gen Z, ads can run while they stream the artists they listen to most. This level of targeting helps ensure ads are heard by the right audience at the right time.

How Effective Is Audio Advertising?

Podcast ads can deliver up to 4.9 times higher ROI than other digital formats, making them a cost-effective way to reach engaged audiences. This may be because people are listening more and watching less—over the past decade, consumer time spent on audio has surged by 183%, while TV viewership has dropped by 43%, according to SiriusXM.

SiriusXM research also shows that audio ads capture 50% more attention per impression than TV, social media, and online display ads. Since people often listen while commuting, working, or doing chores, they stay tuned in longer, giving brands more chances to make an impact.

Types of Audio Advertising

• Traditional Radio Ads – These ads are aired over AM/FM stations and may be read live. They target broad local or national audiences.
• Digital Audio Ads – Produced for streaming platforms, podcast networks, and audiobook apps, these ads are more tailored to specific audiences. Podcast ads, in particular, can be seamlessly integrated into a show’s content when read by the host.

Creating an Effective Audio Ad

An audio ad is only as effective as the strength of its message. A well-organized, concise script is essential, especially since audio ads typically run between 15 and 60 seconds. Every word should serve a purpose and grab attention. Ending with a strong call-to-action ensures listeners know exactly what to do next.

Production quality is just as important. To ensure listeners don’t second-guess your brand or miss key details, it’s crucial to select the right voice talent and record in a professional studio. Adding branding elements—such as jingles or sound effects—can also make the ad more memorable.

Finally, consider where and how your ad is delivered to ensure it reaches the right audience. An experienced audio advertising agency like SimplifiedB2B can help research the most effective platforms, assist with distribution, and provide production support.

Audio Advertising Platforms

Audio advertising platforms help businesses run commercial spots across streaming services, podcasts, and digital radio. A good platform should function as an all-in-one resource, offering targeting tools, creative support, flexible budgeting, various distribution options, and performance tracking.

For example, AudioGO is an intuitive self-serve platform that connects brands with major streaming services like Spotify, SiriusXM, and Pandora. It allows businesses to broadcast to highly specific audiences, control spending, and track performance in real time. They also offer creative tools to help produce a professional-grade ad.

Audio Advertising Targeting and Metrics

Digital audio advertising allows businesses to target listeners based on demographics, location, interests, and listening habits, ensuring ads reach the most relevant audience. Some platforms and agencies take this further using in-depth industry data.

SimplifiedB2B, for instance, offers multiple targeting strategies, including Brand Suitability—a Comscore-backed tool that helps advertisers place ads with appropriately aligned content.

Several key metrics help track success:

• Audio Reach – The number of unique listeners who heard an ad.
• Listen-Through Rates (LTR) – The percentage of listeners who heard the ad in full.
• Conversion Rate – How many people took action, like visiting a website or making a purchase.

These insights help advertisers fine-tune their campaigns and optimize future efforts.

Costs and Budgeting for Audio Advertising

Digital audio ads are typically priced on a cost-per-mille (CPM) model, meaning advertisers pay per 1,000 impressions. Rates vary based on market size, ad length, and frequency.

For example, podcast ads can range from $10 to $50 CPM, depending on the show’s reach and engagement. To maximize efficiency, businesses should start with clear goals, realistic budgets, and carefully selected placements. Tracking performance ensures marketing dollars go toward the most effective strategies.

Examples of Successful Audio Ads

Successful audio ads are often the most creative—and there’s a lot of room for innovation.

• Burger King’s “Confusing Times” (2021) used humor to resonate with audiences during the pandemic.
• BMW’s “The Future Finds Us” featured immersive sound design and narration by Chris Pine to highlight the brand’s electric vehicles.

With the right strategy, production quality, and distribution, audio advertising can be a highly effective marketing tool—and SimplifiedB2B is here to help businesses make the most of it.