Audio advertising significantly improves business outcomes for marketers, according to a new global study presented this week at the Cannes Lions International Festival of Creativity.
For the first time, leading audio industry organizations in the U.S., Australia, the U.K. and Ireland collaborated on a unified research effort examining audio’s role in driving campaign effectiveness. The findings were presented by marketing professor and consultant Mark Ritson during a session titled “The Secret to Profit and Trust: Audio.”
The research analyzed 1,262 campaigns from the Effie x System1 Databank, spanning 17 years and multiple international markets. According to the study, campaigns that included audio outperformed those without audio across several key business metrics. Campaigns using audio generated 75% higher profits, 81% greater trust, 81% higher levels of price insensitivity and a 19% increase in customer acquisition. Across 14 performance measures, campaigns incorporating audio delivered an average uplift of 22% vs. those that did not.
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