SCAiQ released the Audio Action Amplifier report has revealed that 100% of 124 audio campaigns drove consumer action. Listeners of the analysed suites were shown to act on audio advertising for e-commerce brands at a 51 per cent conversion rate.
The second report from SCA’s insights division SCAiQ highlights the benefits of each stage of the marketing process. The Audio Reach Amplifier report released in June this year found that 16.8 million Australians listen to ad-supported audio weekly.
Chief sales officer of SCA 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.”
Ranging from 33% to 47%, listeners also act on audio campaigns across alcohol, FMCG, retail, finance, automotive and a variety of other categories.
Gallagher went on to say: “Add that to the recency, influence and proximity to purchase that our platforms provide and there are compelling reasons for e-commerce advertisers to reassert their dominance with audio and drive business at the speed of sound.”
The report found that audio has driven up to 39 per cent of additional customers to purchase, in contrast with standalone digital advertising, while 18 per cent of additional customers as opposed to stand-alone social media campaigns.
In addition, all audio formats perform strongly in delivering action – with broadcast audio driving 42% of listeners to perform one or more actions, streaming audio driving 43% of listeners to do the same and the figure for podcasts is even higher at 52%.
Download the Audio Action Amplifier report and sign up for the full series here.
Methodology: SCAiQ Client Insights Database – 124 case studies and brand uplift studies from January 2020 to July 2022. National, metro and regional markets. Nielsen Commspoint Influence all people 18+, four-week campaign/impact, prompting you to try or buy a brand.