Digital audio advertising is showing measurable gains from brand awareness through to purchase intent, according to new research from Audion and Happydemics.
Audion has launched its Audio Performance Index, a benchmark study based on 423 brand lift campaigns across Europe, the Middle East and Africa.
The research suggests digital audio is no longer just a brand-building channel. Instead, it can deliver results throughout the full marketing funnel, helping advertisers influence both perception and consumer action.
The study found digital audio generated a 47.2-point uplift in brand image. That is 10 points higher than display and video advertising, and 4.5 points higher than social media.
Brand preference increased by 14.2 points, while top-performing campaigns recorded a 21.6-point rise in purchase intent.
The report also says audio is the only advertising channel to show consistent growth between 2023 and this year. Early data from 2026 suggests that trend is continuing.
Audion says the findings reflect several advantages unique to audio. These include a less cluttered listening environment, contextual relevance, and the emotional connection created by voice.
Geoffrey Fossier, Global Chief Marketing Officer at Audion, said: “Our Audio Performance Index is the first study to measure the effectiveness of digital audio across the full funnel.
“With several hundred campaigns analysed through Happydemics’ unified methodology, our findings provide agencies and advertisers with the robust proof they need to integrate digital audio into their media plans with precision.”
Virginie Chesnais, Chief Marketing Officer at Happydemics, added: “Audio should no longer be seen as a secondary lever. It is a performance driver, measurable at every stage of the funnel.”
