Digital Audio Ads: More Listening, More Opportunities!

In today’s fast-evolving media landscape, digital audio is emerging as a powerful force. With people spending more time on their phones, smart speakers, and connected cars, digital audio content has never been more accessible. And the growth in listening habits, combined with immersive environments and advanced targeting capabilities, makes digital audio one of the most promising advertising channels for the future.

More Listening, More Opportunities

One of the most substantial studies on audio consumption in the US, the Edison “Share of Ear” study, reveals that digital audio listeners spend almost two-thirds more time listening to audio than traditional, linear audio listeners. This increase in listening is driven by two key factors: the variety of content and the accessibility of digital audio.

With the wide range of podcasts, music genres, and audio entertainment, digital audio offers something for everyone. And thanks to smartphones, smart speakers, and connected cars, listeners can tune in anywhere and anytime, making digital audio far more accessible than traditional radio or television.

The Immersive Audio Environment

Listening to podcasts or music through headphones creates a highly personal and immersive environment. This intimate experience makes digital audio ads particularly effective. According to a Pandora NeuroInsights study, digital audio ads have a 49% stronger impact on memory compared to linear audio ads.

This means ads in the digital audio space are not only more memorable, but they also drive higher sales and stronger brand lifts. The immersive nature of audio, combined with focused attention, makes digital audio a highly effective medium for advertisers.

Fewer Ads, Better Experience

As ad exposure grows, consumers are becoming more selective about the ads they tolerate. In 2026, we are expected to face a whopping 3,626 ads per week. One of the advantages of digital audio is that it offers a lighter ad load, meaning listeners hear far fewer ads compared to TV and radio.

For example, platforms like SoundCloud (one of AudioOne’s publishers) cap ads at three per hour, compared to up to 20 ads on some linear media. This lighter load ensures a better listening experience, reducing ad fatigue and increasing engagement with the ads that do play.

Advanced Targeting and Minimum Wastage

One of the most exciting aspects of digital audio advertising is its advanced targeting capabilities, which help eliminate wastage and ensure that ads are reaching the right audience. From basic targeting by device, time, location, and genre, to more sophisticated options like targeting by mood, language, or even keywords, digital audio offers unmatched precision.

Imagine being able to target listeners based on the type of music they are playing or having AI scan podcasts to find the most relevant content for your brand. These advanced capabilities not only improve ad effectiveness but also ensure your ad spend is being used efficiently.

Reliable Metrics and Reporting

One of the key advantages of running a digital audio campaign is the granularity of reporting. Unlike traditional broadcast media, which relies on panel-based research and estimates, digital audio delivers actual numbers. Advertisers can know exactly how many people listened to their ads, how much of the ad was heard, and track engagement in real-time.

This transparency gives advertisers more reliable insights, helping them to make data-driven decisions and optimize their campaigns for better performance.

A Channel Full of Untapped Potential

Despite its growing popularity, digital audio is still under-invested compared to other media. In the US, audio accounts for 31% of total media time, yet only receives 9% of media budgets. Similarly, in Ireland, audio will account for just 11.5% of total advertising spend in 2024, according to Core’s Ad Spend Outlook.

This discrepancy between consumption and investment presents a significant opportunity for advertisers. With more people than ever tuning in to digital audio, brands have a chance to reach audiences where they are spending their time, but at a fraction of the cost of traditional media.

Seize the Opportunity

Digital audio is a channel rich with promise. Its combination of immersive experiences, light ad loads, and advanced targeting makes it one of the most effective mediums for advertisers today. And as the gap between consumption and investment continues to grow, savvy brands that tap into digital audio now stand to reap significant rewards in the future.

If you’re looking to strengthen your digital advertising strategy, it’s time to tune in to digital audio.