Unlocking the Power of Audio Advertising Attribution

Imagine this: you’re engrossed in your favorite podcast when an ad for a protein bar sparks your interest. Curious, you grab your phone, search Google, click the top link, visit the website, and make a purchase.

Most brands would credit Google for the sale, focusing solely on the last-touch attribution model. However, without hearing that podcast ad, you might never have searched for the protein bar in the first place. This is where the limitations of traditional attribution models become glaringly obvious. Audio advertising attribution remains undervalued, despite its critical role in shaping consumer awareness and decision-making.

The Case for Multi-Touch Attribution

Recent insights from Viant Technology’s Direct Access program and SiriusXM Media reveal a more effective approach to measuring campaign success: multi-touch attribution. This method evaluates all consumer interactions across various channels, showing that audio ads can contribute to 65% more conversions compared to last-touch models.

Audio advertising isn’t just a top-of-funnel tactic; it plays a pivotal role in the broader consumer journey. A holistic approach to audio advertising attribution allows brands to recognize its true influence and harness its potential strategically.

Optimizing Campaigns with Programmatic Audio

To make the most of audio ads, brands can leverage programmatic audio campaigns via Demand-Side Platforms (DSPs). These platforms provide advanced analytics, actionable insights, and multi-touch attribution tools to pinpoint the drivers of conversion.

Data from Viant and SiriusXM found that programmatic audio campaigns require four times fewer impressions than display ads to drive a sale. This efficiency demonstrates the unmatched value of focusing ad spend on audio placements that resonate with the right audience.

Rethinking Attribution Models

Unlike digital ads with clickable “buy now” options, audio ads often influence consumer behavior indirectly. Podcasts and streaming audio deliver high brand recall, yet their impact frequently goes unmeasured in traditional models. By adopting multi-touch attribution, brands can credit audio’s contribution at various stages of the consumer journey.

For example, in the protein bar scenario, a multi-touch model would highlight the podcast ad’s role in driving awareness, prompting the search, and ultimately leading to the purchase.

Embracing an Omnichannel Approach

Consumers interact with media across multiple devices throughout the day. By incorporating audio into an omnichannel strategy, brands can stay connected with their audience during moments when visual channels fall short.

According to SiriusXM Media, most purchases occur between 8 a.m. and 5 p.m.—times when people are mobile and away from screens. Programmatic audio campaigns allow brands to fill these gaps, ensuring consistent engagement across touchpoints.

The True Value of Audio

Audio’s impact extends beyond a single click or purchase. It builds lasting impressions, fosters brand loyalty, and drives conversions through indirect influence. By prioritizing audio advertising attribution and adopting programmatic tools, brands can unlock audio’s full potential and revolutionize their marketing strategies.

Now is the time to rethink how you measure success and give audio the credit it deserves.

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