The Sound of Growth: How Audio Fuels Branded Search is a new study from Oxford Road that reveals how podcasts, streaming and radio fuels action in its audience.
Oxford Road is the world’s largest podcast agency and a market leader in creator-based video advertising after its recent acquisition by Insignia Capital along with Veritone One to combine the two agencies.
Beginning as a study hoping to track the impact of audio ads on listeners, the report found that podcasts, streaming and radio drive a huge amount of online activity – large volumes of website activity wrongly attributed to search marketing is actually driven by podcast (and other audio) ads. And the influence is long-lasting, sometimes as long as a month.
These findings also explain how podcasts have come to hold so much sway on public sentiment on a variety of issues.
Audio messaging (especially when in the host’s own voice) is both long-lasting and drives real action in its listeners – whether it’s buying advertised products, taking relationship or self-improvement advice, believing a conspiracy or supporting a political party.
The study shows that audio drove an average of 18% of clients’ branded search volume. For brands, this revelation recasts audio as a key driver of discoverability, credibility, and demand.
Based on data from $400M in cumulative audio campaigns over 30+ years of client spending, the study not only provides clear evidence that audio ads meaningfully drive consumer awareness and action, but that brands making heavy investments in audio can see it drive as much as 40%+ of branded search volume.
The study also suggests that audio’s impact on search volume can last for weeks after the initial investment, helping marketers refine flighting, better manage expectations, and more accurately deliver on their goals.
Oxford Road EVP, Strategy Giles Martin says: “Our findings give evidence for what we’ve always believed – that audio marketing not only inspires action in its listeners but that it requires an investment mindset to reap the full benefits.
“Usually, large volumes of website activity are attributed to search, and the investment in paid search is often credited.
“Misunderstanding the role and drivers of search can mislead executives, misallocate investments, and inhibit growth. This new perspective is an opportunity for marketers to bridge attribution gaps, challenge short-term biases, and strategically position audio as a key driver of sustained brand growth.”
Other findings in the report include:
- Audio has both an immediate and delayed effect on search, with lagged impacts sometimes lasting weeks after the initial investment
- Lagged effects are more pronounced for B2B brands or products with longer consideration cycles, with more immediate impacts and quicker decay rates for B2C brands with shorter purchase cycles with a heavy focus on promotional offers and short-term sales
- Consistent audio investment builds stronger brand response over time, leading to higher search volume compared to brands with sporadic or limited investment.
“Marketers should not underestimate the role of audio in driving both short-term performance and ‘mental availability’”, continues Martin. “Improved awareness, recall, consideration, intent, and credibility are the types of measures that underpin this boost in search activity.
“Leading brands strategically leverage audio smartly across the full funnel by delivering short-term high-intent traffic, efficient customer acquisition, expanded reach and awareness, and priming future demand that can deliver returns for quarters and years to come.”
Download “The Sound of Growth: How Audio Fuels Branded Search” here.
