Paul Cocks, EMEA product strategy lead, Google, shares the experience of an advertising campaign using audio ads.

“We ran a campaign with Nestle and Zenith last year to test the effectiveness of this where we used all three and looked at the incremental reach on display and video by themselves versus display, video and audio bundled together. We kept the budget and frequency the same. The latter showed an incrementality of 58% reach. The audio proportion of that was 30% of the budget but it reflected 51% of the reach, so even from standalone perspective audio was strong. Our part there was from the technology side, not only adding audio into the campaign but using fixed price and programmatic guaranteed”.

Source: The Drum.