The impact of audio in advertising is much more profound and scientifically grounded than people realize—here’s why.

1/ Audio stimulation: Neuroscience studies have shown that audio stimulates areas of the brain associated with emotions and memory. For example, a study by University College London revealed that music can trigger strong emotional responses, thereby influencing consumers’ attitudes toward a brand (“The emotional power of music: How music enhances the feeling of affective pictures,” 2013).

2/ Enhanced recall: According to research from the University of Leicester, advertising messages delivered in audio form are more likely to be remembered than those presented visually.
This is due to what is known as “the voice superiority effect” (“The Voice Superiority Effect,” 2010).

3/ Personalization and engagement: Audio offers a unique opportunity for personalization. A study by Pandora revealed that personalized audio ads increase listener attention by 49% and ad recall by 39% (Pandora, 2019).

With the rise of podcasts, audio advertising is therefore gaining momentum.

A study by Edison Research shows that 65% of podcast listeners are more likely to purchase a product after hearing an audio ad in a podcast (“The Podcast Consumer 2019,” Edison Research).

Audio is no longer just a complement to other media; it is a powerful and distinct channel in its own right.

Its potential in advertising is immense, particularly when considering its impact on memory, emotion, and engagement.

Harnessing the science behind audio can transform the way we create and receive ads.

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If you’d like to learn more about podcast advertising or get some statistics, check out ourAdvertisers page, and feel free to contact us to take your marketing to the next level. 

Stéphane from Podpass