How Video Ads Complement Streaming Audio and Podcast Campaigns

Streaming audio and podcasts have evolved beyond being audio-only. Audiences are gravitating toward consuming audio content on their smart devices—51% of audio listening time is being spent on devices with digital screens (mobile, computer, CTV). With this in mind, brands are increasingly appealing to the eyes in addition to the ears—and video ad formats are paving the way. Video advertising has become a prime opportunity to meet your audience.

We know video ads aren’t just “nice-to-haves.” They’re a core part of a cross-platform strategy that allows brands to connect with audiences on a whole new level, wherever they are—and you can leverage them in audio environments.

The Rise of Video Consumption

More and more, audio streaming apps are becoming a social, interactive experience, with listeners exploring new music genres, scrolling for curated playlists, and engaging with creators in real time. 

And when it comes to podcasts, this evolution is especially apparent. Almost half of all podcast listeners are now video podcast viewers, with listeners turning to platforms like YouTube to connect with hosts face-to-face and become a part of online fandoms.

Audiences are turning to video formats to deepen their connections with creators, content, and brands. These multimedia connections allow advertisers to reinforce messaging and increase ad frequency across channels. Audio and video work better together, and we’re at the forefront of this innovation.

SiriusXM Media Stands out for Our Video Advantage 

Why video and why us? We stand out from the pack, across streaming and podcast video, thanks to our scale, 100% share of voice (SOV), potential for 360° campaigns, and more. 

Unbeatable Scale 

We reach 160M monthly listeners, and if you want to narrow in on streaming audio, you can tap into 92M users on Pandora and SoundCloud. And if podcast video is more your speed, let's add in the fact that we have over 1B monthly active podcast viewers on YouTube through the SiriusXM Podcast Network. The TL;DR: we’re home to one of the largest and widest-ranging digital audiences.

100% SOV

Our video ads offer a 100% SOV, so you can connect with your audience one-on-one, in a clutter-free environment. Your brand message is more likely to be noticed, with fewer competing voices at play.

Ads Served upon Interaction 

On our streaming audio platforms, our video ads are only shown when users actively engage—think giving a thumbs up on a song or skipping a track. With this in mind, you can rest assured that your message is seen and heard during moments of high attention, leading to higher engagement rates. 

Podcast Listeners Turn to YouTube

Podcast consumption on YouTube is skyrocketing, having grown by +106% in the past several years, and this shift shows no signs of slowing down. Many shows on the SiriusXM Podcast Network have thriving YouTube channels, from Call Her Daddy, to Rotten Mango, to The Fantasy Footballers. Listeners enjoy the visual appeal of video podcasts, with nearly two in three saying they like to see the reactions and emotions of the host and guests.

Opportunity for 360° Campaigns

Interested in zeroing in on podcast advertising? We offer brands the unique opportunity to create 360° campaigns with podcast hosts that span audio, video, social media, and live events. Fans want to connect with hosts in more ways, and hosts are no longer staying put in the studio. Extend your reach on or offline to deliver an unforgettable campaign experience that resonates with your target consumers and puts your brand in the spotlight.

Open Our Menu of Video Ad Solutions 

Pandora 

Want to reach the largest addressable audience in digital audio? Look no further than the SiriusXM Streaming Network. Almost 90% of Pandora’s users listen to their favorite music with ads, proving that the brand loyalty holds strong. 

• Video: Grab your audience's attention during moments of interaction across mobile or web. With its turnkey nature, you only need one set of creative for all platforms. 

• Video plus: Reward listeners who engage with your ad with access to premium features and on-demand listening.

• Happy hour: Create an event out of your ad campaign—incentivize listeners with ad-free station listening to those who engage with your ad during a set time.

• Sponsored listening: Offer listeners an uninterrupted listening experience in exchange for interacting with your video ad.

SoundCloud 

SoundCloud is the perfect platform to reach diehard fans who are deeply connected with their favorite artists and in tune with what’s up-and-coming in music. The audience couldn’t be more ideal to reach through video ad solutions, as 53% of its users spend over six hours daily on their mobile devices.

• Pre-roll video: As a turnkey offering, this ad type ensures your brand is top of mind to SoundCloud’s passionate audience. 

• Comment Check: Engage with SoundCloud’s plugged-in community via this custom solution, in the form of a social video series. Artists read and react to fan comments in real time, all while speaking to your brand campaign’s themes.

The SiriusXM Podcast Network 

The SiriusXM Podcast Network is where your brand can appear side by side with popular creators, from Alex Cooper to Ashley Flowers. Lean into the power of the host-fan connection and reach consumers wherever they are in their daily routines—72% of listeners consume multiple different podcasts on a given day or week.

• YouTube video ads: Dynamically place your ad alongside premium podcast episodes on YouTube, reaching engaged viewers and ensuring complete alignment with your brand.

• Video host reads: Leverage the trusted voices of our podcast hosts across their YouTube channels to talk about your brand. Elevate your message even further with visual elements, such as a branded overlay, logo, or a visual CTA.

• Custom video segments: Tap into the power of unique collaborations with creators through podcast video inventory on YouTube. With this solution, you’re distributing video ads during viewers’ most leaned-in moments and aligning with the hosts and shows they love. 

Video Podcast Ads Lead to Consumer Action

Having spent plenty of time with video ads, we can attest that they drive powerful results. We previously partnered with a tech advertiser to measure brand lift and fit of their sponsorship of the podcast Where Everybody Knows Your Name. We used a mix of solutions, including video host-read ads and rotational creatives to scale and reinforce brand messaging.

Among adults ages 35 and up, these were the results:

• 72% host partnership fit rating 

• 69% unaided recall 

• +52pts lift in message association 

• +17pts in purchase intent

The video host read portions of the campaign had a direct impact on the lifts in consideration and purchase intent, proving that this format doesn’t just deliver your messages—it ensures they’re seen and acted on. 

Get Started with SiriusXM Media

As you can see (and hear), video and audio go hand-in-hand, and each format makes the other stronger. When you add video ads to your streaming audio and podcast campaigns, you can meet your audience where they are, in their most engaged state. 

Ready to elevate your audio advertising campaign with video? Let’s talk.

Learn More about Video Advertising Opportunities