How Streaming Audio Ads Reach Audiences When Visual Ads Can’t

Audio is the go-to in screen-free moments—like commuting to work, exercising at the gym, and doing chores around the house. In the modern media landscape, this consumer habit is felt even more. And increasingly, it’s a respite even when screens are around. Too much screen time can lead to screen fatigue and the desire for a digital detox, even for young, digitally-savvy consumers. In fact, 81% of Gen Z adults and 78% of millennials said they wish they could disconnect from digital devices more easily. Additionally, 46% of Gen Zers limit their screen time in some way. 1

This reality creates a clear challenge for advertising strategies that prioritize visual media. If a message depends on a screen, it misses many of the everyday moments when consumers are engaged and ad-receptive. By contrast, streaming audio advertising helps fill those gaps. When your audience is on a break from screens (or even when they’re not), here’s how you can leverage streaming audio to boost reach. 

How streaming audio fits into modern advertising to boost reach

Streaming audio is built for frequency because it fits so easily into consumer routines. More than 90% of adults 18 and up listen to streaming audio weekly or more often. 2 This kind of habitual listening is what makes streaming audio advertising so beneficial for campaigns. It is not a channel reserved for special occasions. It’s relied on while people are getting ready, seeking a mood booster, and entertaining at home. There’s never been a better time to have influence and get your message into earbuds, smart speakers, and more. 

For advertisers, there’s another practical advantage. Many listeners accept ads as the tradeoff for free content. Almost nine in 10 listeners (87%) say they appreciate that there’s so much free audio content available today, and 48% of listeners say they do not mind hearing ads in music in order to get free content. 2

In other words, streaming audio advertising gives brands a way to show up consistently in listeners’ daily, engaged moments in a space where ads are seen as a break instead of an interruption.

The advantage of audio advertising when visual attention is fragmented

Streaming audio seamlessly fits into moments throughout the day because it does not require visual attention—though it commands just as much engagement and interest. 

Audio is available when visuals aren’t

The majority of audio consumption (79%) takes place when visual media formats are not available. 3 This means all ears are on your message as you’re not competing with other brands for attention (or a corner of the screen) like on visual media. As for the creative benefit? Leaning on audio-only ads over display ads means you can focus on your script and sound design—no need to fuss over a color palette or your CTA button. Oh, and with platforms like Pandora, your audio ads can include a display component–giving you the best of both worlds.

Reducing screen fatigue one song at a time

Screen fatigue is not just a trendy buzzword. It’s a feeling many people recognize in their own lives. Whether consumers are spending their entire work day on a computer or checking in with loved ones over text or FaceTime, it feels like screens have taken up almost every inch of our routines—creating not just visual but mental clutter. 

Audio can feel like a break that still keeps audiences connected. Almost 60% of young adults (58%) say audio helps them escape from too much visual overstimulation 4 while 43% of listeners say that audio content helps reduce their daily screen time. 5 Instead of unwinding with a show or movie, consumers are relying on playlists or Pandora stations to relax. 

Audio creates a theater of the mind

When visuals are not available, advertising creative has to work differently. “Theater of the mind” stimulates a listener’s imagination thanks to audio, creating personalized imagery based on one’s memories. This is a big reason why audio can feel more personal and create long-lasting effects compared to a quick visual ad impression. For instance, a good script can mentally pull a listener into a scene. A pause can land the point. A voice and tone can feel like it is speaking directly to one person, even when the audience is thousands or millions. 

As accessibility goes up, so does audio listening

The best media advertising strategies meet people where they already are, and the answer is none other than audio. Nearly eight in 10 Americans ages 12 and up listen to digital audio. 6 And two in three listeners say they listen to more audio content today because it is available across a variety of platforms and apps. 7 This growing audience can partially be attributed to the channel’s portability and on-the-go nature. Over two in three listeners (67%) say they listen to more audio content today because they can take it with them anywhere. 8 This flexibility is what makes streaming audio such a practical companion over visual channels. The medium extends reach into routines where visual ads can’t penetrate. 

How daily listening habits extend reach beyond traditional visual channels

The case for streaming audio is simple. People listen while they live.

Tuning in while multitasking

Streaming audio is part of consumer routines, enhancing everyday moments—taking them from the exciting to the mundane—and allowing listeners to multitask. Almost nine in 10 listeners (86%) tune in to streaming audio while at home, whether they’re playing Dinner Party to host guests or the Calm station to unwind after a long day. Meanwhile, 70% of listeners stream audio in a vehicle, whether they’re blasting Road Trippin’ on a long drive or Happy to start the day right on a morning commute. 7

These are the moments where the eyes are busy but the attention is real.

Audio sparks co-listening

For many, listening is a shared experience. More than 80% of listeners 18 and up say they listen to streaming audio with others, and 75% of adults 18 and up listen to streaming audio with any family. 2 Whether couples are listening to Love Songs or families are playing Fam Jams, co-listening means more ears are hearing your message. 

Smart speakers dominate the home

Smart speakers have helped turn audio into a natural household ritual that starts with the click of a button. They’re no longer a novelty but a common item in many homes, with 34% of Americans 12+ owning a smart speaker. 9 These smart devices create an easy path from awareness to action. Over five in 10 smart speaker owners who have heard an ad on their device say they are likely to respond. 10

When a listener is cooking or cleaning while playing a smart speaker, being able to give voice commands to ads can make all the difference in taking action on the spot or remembering a brand or product for later.

Voice-activated ads are the future

Speaking of voice commands, interactive ad formats are revolutionizing audio. Voice-activated ads support hands-free engagement, which perfectly fits multitasking environments like cooking, exercising, or cleaning. 

For advertisers, this presents a golden opportunity. Voice-activated ads deliver reach in screen-free moments and make it easier for listeners to make a purchase or learn more information without needing to stop what they’re doing. 

Get started with SiriusXM Media

Audiences are feeling the strain of screen and digital fatigue, but luckily, streaming audio fills the gaps that visual ads leave behind.

To extend reach beyond screens and connect with audiences through streaming audio, there’s nowhere better than the network with the largest ad-supported audience in North America (that’s us). Let’s talk.

More reasons to add streaming audio to your campaign