iHeartMedia Study Shows Audio Ads Drive Trust and Conversion Gains
Event summary
- iHeartMedia and Omnicom Media study found audio ads drive a 22-point increase in unaided ad recall among in-market consumers.
- Host-read ads delivered stronger gains in brand relevance, search intent, and purchase intent compared to standard ads.
- Long-form host-read executions doubled recall rates and accelerated near-term purchase decisions.
- Dynamic and interactive audio formats improved perceived relevance and engagement, particularly among younger audiences.
The big picture
With audio accounting for one-third of daily media consumption, this study underscores its growing role in the media mix. The findings highlight audio’s ability to amplify performance across channels and drive measurable gains in trust and conversion, positioning it as a critical component of modern advertising strategies.
What we're watching
- Ad Format Innovation
- The pace at which dynamic and interactive audio formats will expand beyond niche audiences.
- Host Credibility Impact
- Whether trusted host-read ads can sustain their influence as listener preferences evolve.
- Cross-Channel Synergy
- How audio advertising's multiplier effect will shape omnichannel marketing strategies.