Brand Marketers, Audio Deserves a Bigger Role in Your Strategy

Do you hear that buzz? It’s the reverberating waves we made at our Built with Audio event. You can check out all the big news, numbers, and innovations here. And if you’re a brand marketer, this one’s just for you—with all the takeaways and “what’s in it for brands” you need to start building your next campaign with audio.

Take Your Campaigns Off Mute

Audio is more than a supporting player in the media mix. It’s where audiences are and how they’re connecting with brands today. Music, podcasts, and live talk are a part of everyday life for nearly eight in 10 Americans. And it’s not just background noise; it’s where attention, emotion, and influence converge.

At SiriusXM Media, we’ve built an ecosystem that reaches 170M listeners across SiriusXM, Pandora, SoundCloud, our extended streaming network, and the SiriusXM Podcast Network (the #1 podcast network). Our platforms, networks, innovative ad formats, advanced targeting capabilities, and creative expertise are unmatched in the industry, allowing you to not just reach your ideal audiences, but resonate with them. 

Let’s dig into why audio should be at the center of your brand strategy, and how we’re addressing the objections that may be holding you back.

Audio Delivers Scale and Cultural Relevance

One of the biggest misconceptions is that audio doesn’t have the same reach as other channels. The truth: SiriusXM Media reaches 55% of Americans 13+, which means we have the largest addressable audience in digital audio. That scale spans in-car listening, music, podcasts, and live content—so we’re with people throughout their day, wherever they are.

Unlike crowded social media feeds, audio gives your brand space to be heard and remembered. And rather than navigate the fragmented CTV landscape, you can scale your campaigns across our media channels. Whether it’s Conan O’Brien sparking a viral podcast moment, the perfect nostalgia-soaked playlist on Pandora, an exclusive SoundCloud drop made for Gen Zers, or live sports analysis on SiriusXM, audio has the cultural pull to make your brand part of the conversation in real time.

Integrated, Omnichannel Opportunities

Today’s creators aren’t confined to one format. Podcasters are launching multimedia empires. Radio hosts are showing up on television and social media. Musicians create active communities in person and online. SiriusXM Media gives brands the ability to activate across all of it—audio, video, live events, and influencer extensions.

That’s what makes audio such a powerful partner for omnichannel campaigns. We can extend your brand presence from the Super Bowl to the Grammys, from podcasts to TikTok, from in-car listening to IRL fan experiences.

Advanced Targeting That’s Built for Today

Some marketers worry that audio can’t match the targeting sophistication of social media or video. But our platforms combine one billion data points, predictive modeling, contextual signals, and cultural insights to connect you with exactly who you need to reach.

We can segment audiences by demographics, behaviors, cultural affinity, mood, or even specific content environments. And with Fluency, our cultural intelligence initiative, we help brands authentically engage across audiences, including diverse communities. Add in retargeting and lookalike modeling, and you’ve got tools that rival the biggest digital players around.

Premium, Brand-Safe Environments

Though many marketers are comfortable with the targeting and tools when it comes to music, we know that many brands still have concerns when it comes to podcasts. But rest assured: Every podcast and content partner we work with is vetted before onboarding, so there is no harmful or obscene content on our network. And when it comes to brand suitability (the specific safety rules for your brand), you can easily set suitability controls, filter by content categories, access third-party verification for full transparency, and get reporting down to the episode.

The result? Campaigns that don’t just avoid risk but align your brand with premium, trusted voices—on your terms.

Engagement That Goes Beyond Impressions

Audio isn’t background noise. It sets the tempo, sparks conversations, stokes passions, and fulfills the deeply human desire to be a part of a community while also embracing what makes us each unique. It’s personal, intimate, and integral to everyday life.

From hunting for the perfect podcast to giving a new-to-you song the thumbs up, listening is an active experience. And with interactive formats—like voice-activated ads in connected cars or rewarded listening—audio becomes one of the most engaging, participatory channels available. It’s not just about reach; it’s about serving ads that are remembered and acted on.

Measurement You Can Trust

Are you still thinking of audio as an upper-funnel, awareness play with limited measurement? Think again. Audio is effective across the funnel with the measurement solutions you need to prove it. SiriusXM Media offers a full-funnel toolkit:

• Creative testing to optimize messaging and sound design.

• Brand lift studies to measure awareness, recall, and favorability.

• Attribution and sales lift studies to prove direct ROI across digital and in-store channels.

• Location analytics to measure real-world foot traffic impact.

• And more

And with our recent partnership with Innovid, we’re making strides to ensure you can evaluate audio media on equal footing with other media channels in media mix models (MMMs). 

The TL;DR for Brand Marketers

• Think strategy, not tactics. Audio isn’t just a budget line item; it’s a growth driver that builds long-term loyalty.

• Scale is real and growing. With 170M listeners, SiriusXM Media rivals and complements your TV, social media, and video investments.

• Go omnichannel. Extend campaigns across formats, platforms, and experiences.

• Trust the targeting. Our data-rich ecosystem ensures precision and cultural fluency.

• Feel confident in safety. Premium, brand-vetted environments that protect your reputation.

• The proof points you need. Modern measurement tools prove audio drives real-world outcomes.

Ready to build your next campaign with audio? Let’s talk.

Build Your Next Success with Audio