Visual advertising dominates the digital space, but while banners flash and videos compete for attention, one format is emerging from the background: audio ads. They shine where screens don’t matter – in podcasts, music streaming services, smart speakers, and online radio. For marketers, this presents a fresh opportunity to engage audiences beyond the traditional display and video advertising landscape.
But are audio ads truly a valuable addition to your paid strategy? Can they be efficiently integrated into your bidding setup? And do the click prices justify the investment? The answer: yes, if done correctly.
What Makes Audio Ads Special?
Audio ads are not just an alternative advertising format – they require a completely different approach. There are no eye-catching visuals or moving images. Instead, voice, storytelling, and sound take centre stage. Especially as screen fatigue grows, audio ads offer a way to connect with users without visual distractions.
Why Marketers Should Consider Audio Ads:
- Less competition, higher attention rates – Audio ads are (still) not as saturated as display or video ads.
- Reach new audiences – Especially those who bypass traditional online ads, using ad blockers or second-screen distractions.
- Lower CPMs than video ads – Depending on the platform, audio ads often offer excellent cost efficiency.
How to Strategically Integrate Audio Ads into a Paid Campaign
1. Platform Selection & Bidding Strategy
Not every platform is equally effective for every audience. While Spotify and Apple Music cater to a broad demographic, podcasts enable highly targeted messaging based on interests.
Bidding Models Overview:
- CPM (Cost per Mille): Ideal for reach and brand awareness campaigns.
- CPC (Cost per Click): Best for encouraging direct action.
- CPL (Cost per Lead): Suitable for B2B or high-value products.
- CPA (Cost per Acquisition): Particularly appealing for performance marketing campaigns.
Click Prices & Benchmarks:
- Spotify Audio Ads: CPMs range from £5-£30 (depending on targeting and placement)
- Podcast Ads: CPMs range from £10-£50
- Smart Speaker Ads: Still relatively new but offer exciting performance marketing opportunities
2. Audience Analysis & Segmentation
- Who listens to music streaming and podcasts?
- Which audiences consume content on the go (commuters, athletes, drivers)?
- What interest segments align with your brand?
Pro Tip: Many platforms offer targeting based on music preferences or podcast categories. A fitness brand, for instance, can place ads in workout playlists or sports-related podcasts.
3. Timing & Frequency
How often should an audio ad be played? Too frequently can be annoying, while too infrequent may not be effective.
Best Practices:
- Spotify recommends a frequency of 1-2 times per week per user
- Podcasts: Repeating 1-3 times per month depending on episode frequency
- Smart Speaker Ads: Users tend to adapt more quickly to repetition compared to traditional radio spots
4. Creative Execution & Call-to-Action (CTA)
Great audio ads have three essential components:
- A strong opening – The first three seconds must hook the listener.
- A clear, concise message – No fluff, just straight to the point.
- A punchy CTA – “Try it now,” “Claim your discount,” “Visit us at…”
Dos & Don’ts of Audio Ad Creation:
✅ Conversational tone – Naturally spoken scripts perform better than robotic reads.
✅ Distinctive voice & sound branding – A recognisable voice makes a lasting impression.
❌ Overly complex wording – Keep it short, sharp, and digestible.
❌ Complicated URLs – Say “Search for us in the app” instead of “Visit www.my-shop.com/special-offer.”
Measuring Performance and Optimising Results
Many marketers wonder: is this really worth it? The good news: yes, audio ads are measurable.
Key Metrics to Track:
- Ad Recall Rate – How well do users remember your ad?
- Click-Through Rate (CTR) – Platforms like Spotify provide interactive overlays with CTAs.
- Brand Lift Studies – Some platforms offer surveys to measure branding impact.
Conclusion: Audio Ads Are (Still) a Hidden Gem in Paid Strategies
The combination of lower CPMs, less ad competition, and high audience relevance makes audio ads a compelling addition to paid campaigns. Those who start testing now can enter at lower costs and gain valuable insights.
👉 My Tip: Definitely give it a go! Audio ads, particularly when combined with display and search campaigns, can have a powerful impact. So, put on your headphones and get those ads rolling! 🎧
