Leveraging Humor in Digital Audio Advertising

We’ll let you in on a tip: humor converts. It grabs attention and promotes ad recall. Punchlines, one-liners, hilarious stories, and unexpected zingers are great ingredients to use in digital audio advertising. Just think of the Big Game each year: consumers look forward to the humorous ads almost as much as the game itself. And humor is increasingly being used as the secret sauce; the use of humor in the annual game’s ads has increased from 71% to 85% in the last two years. 

When injecting humor into your audio advertising strategy, delivery is important, but don’t forget about context, audience awareness, and creative restraint. Here are our best practices on how to leverage humor in audio ads the right way.

Why Humor Works So Well in Digital Audio Advertising

Reason number one to use humor in your ads: Everyone loves a good laugh. But don’t take our word for it: 90% of consumers are more likely to remember ads that are funny and 80% are more likely to buy from the brand again if it uses humor.

Humor not only makes us feel good, it also captures attention and helps us remember an ad experience. When a listener is surprised by a well-timed joke or a witty punchline, they stop in their tracks to hear what your brand has to say. And they are more likely to act on your ad later. 

Types of Humor That Resonate in Digital Audio Ads

The One that Catches Consumers Off Guard 

Some of the best jokes are the ones audiences don’t see coming. Lead listeners down a familiar path, and then turn your story upside down with clever wordplay or an absolutely absurd twist. This approach takes them by surprise, grabbing attention, provoking laughter, and making your message memorable—a recipe for an effective ad. 

Speaking of recipes, in a past campaign with Uber Eats, this approach of unexpected elements worked perfectly. We combined Uber’s messaging with our sponsored Hipster Halloween Radio station on Pandora. The script opened with two normal food orders before delivering Dracula’s unsettling but humorous order. The ad finished by promoting the ease and convenience of ordering food with Uber Eats, delivering the perfect mix of surprise and coming back to reality. 

The One Where Brands Go Over the Top 

If done correctly, and if it aligns with your brand, outrageous exaggerations, quirky sound effects, and far-fetched scenarios can each create an unforgettable scene in your listener’s mind. Amplifications and caricatures can be your ad strategy’s best friends when creating a great joke, and audio advertising has plenty of tools to fuel your audience’s imagination.

The One That Makes Your Brand Human and Relatable

Self-aware, down-to-earth humor is universally understood and loved. Don’t be afraid to poke fun at consumers’ everyday struggles and relatable situations—as long as you show how your product or service can solve them. When hearing relatable jokes or scenarios, your listener is more likely to perceive your brand as approachable and authentic. 

Best Practices for Writing Funny Digital Audio Ads

Advertise on a Brand Safe Podcast Network (like Us) 

Context matters almost as much as the punchline when it comes to humor. Luckily, you don’t have to worry about where your ad is going to find itself when you partner with a podcast network that prioritizes brand safety. When you partner with the SiriusXM Podcast Network, you can use contextual transcription targeting to apply brand suitability controls to the episode level. Additionally, we have industry-approved filters set that remove content to guarantee we’re adhering to the brand safety floor—among much more. 

Pair Comedic Ads with Comedy Podcasts 

Comedy podcasts attract listeners who are already in the mood to laugh, which makes them a perfect environment for a funny ad. Think of Conan O’Brien Needs a Friend, Jeff Lewis Has Issues, Bad Dates, or SmartLess. For maximum impact, aim for the host-read ad: an ad type where the podcast host delivers your ad themselves. And for more flair, opt for the ad-lib approach, which allows creators to riff off of your message and offer their signature spin. 

Hosts are even turning ads into episode content themselves. A few years ago, Conan O’Brien released a whole podcast episode called “Oops, All Ads!” featuring his older ad reads by popular demand. The episode proves the power of a funny host combined with humorous creative in action.

Make Your Brand the Hero (Not the Punchline) 

While humor can be delivered as over the top, present your product or service as a solution and savior, not the butt of the joke. Let your brand save the day, do the impossible, or solve the common pain point. There’s a fine line between making a joke and becoming the joke, and you never want to cross it.

Leverage Studio Resonate 

Have a comedic vision but not sure of how to bring it to reality? No worries. Our award-winning agency Studio Resonate brings pro-level humor and expert execution together, and much more. From creating a turnkey audio advertising campaign, to delivering sound design, and anything in between, Studio Resonate is your trusted partner in producing smart, scalable, seriously funny ads.

When to Use Humor vs. When Not To

You already know that humor can be a wonderful tool to draw attention to your brand. However, it’s not a universal creative solution. Here’s how to ensure your jokes won’t fall flat (and when it’s better not to joke at all).

Consider Your Brand and Target Audience

No matter how great humor can be, it doesn’t suit every brand or occasion. So, before you start working on punchlines, ask yourself: Does humor suit my current campaign, target audience, or brand values? If your brand is typically serious or a campaign theme is sensitive, humor may feel off-key.

Avoid Trying Too Hard 

Humor is usually done right when it feels natural. Audiences can spot a forced joke from miles away, and it will not bode well for your brand. If the ad delivery seems too desperate to be cool, the ad can backfire (and not in a groan-inducing, dad-joke kind of way). 

Pro tip: Not sure if your joke will land? Consider creative testing to see if your ad achieves the desired outcome with your listeners.

Don’t Make Jokes at the Expense of Others 

The best comedy in advertising surprises, uplifts, or gently pokes fun at a relatable scenario. You’re here to laugh with your audience, not at them, so focus your comedy on what unites audiences instead of singling out specific people or communities. Otherwise, you’re risking much more than hearing crickets at the end of your ad. 

Delivering Humor (and Results) with Every Bite 

Ready to see the power of humor in action? A CPG snack food advertiser came to us aiming to generate awareness and drive intent for their brand. Together, we created a campaign, across the SiriusXM Streaming and Podcast Networks, targeting listeners ages 18-44 who are sports content consumers and football fans. The campaign pulled off full-funnel success on both streaming audio and podcasts: 

On Streaming Everywhere:

• +8 pts lift in online ad awareness 

• +7 pts lift in brand familiarity 

• +6 pts lift in brand favorability 

On Podcast Select:

• +17 pts lift in online ad awareness 

• +10 pts lift in brand familiarity 

• +11 pts lift in purchase intent 

Unlock Humor That Lands with SiriusXM Media

A bit of humor + SiriusXM Media = serious ROI. With an 87% addressable audience on the SiriusXM Streaming Network and the #1 podcast network among adults ages 18 and up, your ads will get noticed with us. We’re ready to help you unlock the funny and drive real business impact—and that’s no joke. Let’s talk.

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