As ecommerce advertisers contend with retail dollars returning to the High Street post-COVID, a new report, Audio Action Amplifier, from SCAiQ shows that 100 per cent of 124 audio campaigns analysed drove measurable consumer action.
The suite of campaigns analysed demonstrates that listeners act on audio advertising across all buying categories, but particularly so for ecommerce brands at 51 per cent.
Ranging from 33 per cent to 47 per cent, listeners also act on audio campaigns across alcohol, FMCG, retail, finance, automotive and a variety of other categories.
Audio drives up to 39 per cent more customers to purchase compared with digital advertising alone, 18 per cent more customers versus social media alone and 14 per cent more customers than screens alone.
In addition, all audio formats perform strongly in delivering action – with broadcast audio driving 42 per cent of listeners to perform one or more actions, streaming audio driving 43 per cent of listeners to do the same and the figure for podcasts is even higher at 52 per cent.
Audio Action Amplifier is the second report in a series from SCA’s insights division SCAiQ which demonstrates the value of every stage of the marketing funnel. Audio Reach Amplifier, released in June, revealed that 16.8 million Australians are listening to ad-supported audio every week and that it adds as much as 18 percentage points of additional reach to screens such as TV and BVOD.
SCA chief sales officer, Brian Gallagher said: “Whether our listeners are on the go, in the office or back home, this report proves that millions of them take action, and buy, as a direct result of audio advertising. Add that to the recency, influence and proximity to purchase that our platforms provide and there are compelling reasons for ecommerce advertisers to reassert their dominance with audio and drive business at the speed of sound.”