The Sound Effect: Digital Audio Delivers Real-World Action

Seeing is believing. No, we’re not talking about visual-based advertising. We’re talking about the reality for brands with physical locations. Even with the rise of online browsing and shopping, getting people to the store, showroom, attraction, branch, or restaurant is often a critical turning point in the consumer journey.

Nearly eight in 10 US adults (79%) say that online shopping, while efficient, lacks the magic of finding something in person. And 86% of Gen Zers and millennials say that touching and feeling products are essential elements of the path to purchase. 1

But if you think only visual ad experiences on TV, search, and social media can drive foot traffic and inspire real-world action, think again. 

Does digital audio drive foot traffic to physical locations?

Yes. Streaming music, podcasts, and live talk content offer advertisers a number of advantages that perfectly align with mid- to lower-funnel KPIs like driving foot traffic. Digital audio is with listeners over four hours a day in moments that get brands closer to the point of sale, often when screens are unavailable or inconvenient. 2

Reach consumers in real-world moments

Unlike visual media, digital audio is with consumers when they’re in action. Audio is a constant companion, enhancing everything from cooking and cleaning, to working and working out, to road trips and running errands. And studies show that when audio listening peaks, so does both online and in-person shopping. 3 That means brands can reach consumers when browsing and buying are on their minds.

Embrace the high-attention, low-clutter environment

Digital audio isn’t background noise—it’s an essential element to the activities, moods, and mindsets it accompanies. That’s why audio ads generate 50% more attention than video, TV, social media, and display ads. 4 And the listening environment comes with a lower ad load (like an average of three minutes of ad time per hour on Pandora), which means higher share of voice (SOV) for advertisers. 

Add on complementary visual formats

Audio advertising is more than meets the ear. Digital audio puts consumers in control of the listening experience—which means it’s highly interactive and engaging. And when users are interacting with platforms like Pandora and SoundCloud, static display ads, animated interstitials, video ads, and more can reach them to reinforce key messages and launch clickable CTAs.

Leverage demo, geo, and contextual targeting

One ad for all? Broad targeting? General awareness? If that’s how you think of audio advertising, you’re probably thinking of AM/FM radio. Digital audio offers logged-in user bases for highly effective demographic targeting, geographic targeting, lifestyle and behavioral targeting segments, and robust contextual targeting solutions. That means brands can connect with consumers based on who they are, where they live, what they’re into, how they’re feeling, and time of day.

Case studies prove digital audio drives foot traffic

Don’t just take our word for it. Check out these case studies that prove digital audio has the power to get consumers in the door.

Streaming audio inspires store visits for a furniture advertiser

A furniture retailer achieved scaled foot traffic and efficiency through streaming audio advertising investments.

The challenge. A national furniture retailer wanted to drive in-store visits and behavioral lifts both nationally and in specific locations.

The solution. To maximize exposure, we developed a Streaming Everywhere Audio campaign for the brand. The campaign targeted audio streamers in the US ages 25 and up. And to target priority markets, we incorporated advanced targeting to drive local impact.

The results. This furniture retailer’s campaign was successful in proving how streaming audio drives in-store traffic.

• 1M+ store visits nationally 5

• 158K+ store visits to targeted locations 5

• 20% behavioral lift nationally 5

• 24% behavioral lift to targeted locations 5

Digital audio drives foot traffic and incremental visits for telco brand

A digital audio campaign with streaming audio and podcast advertising elements delivered traffic and visits for a telecommunications brand.

The challenge. A telco advertiser needed to drive foot traffic, incremental lift, and incremental visits to its physical locations.

The solution. We developed a streaming audio and podcast campaign solution to help the brand achieve its marketing goals. The campaign included:

• Streaming Select mobile audio

• Streaming Select mobile display

• Custom solutions

• Sponsored access video plus

• Podcast Select

The results. This telco campaign reached over 7M users, 6 driving lower-funnel outcomes:

• +620K total visits 6

• +189K incremental visits 6

• +43.9% incremental lift 6

Programmatic audio gets consumers in store for an apparel retailer

A programmatic streaming audio campaign for a retail store advertiser generated behavioral lifts and increased in-store foot traffic.

The challenge. A children’s apparel retailer wanted to increase foot traffic, store visits, and behavioral lifts. 

The solution. We developed a targeted streaming audio campaign, using mobile in-app audio programmatic placements. 

The results. The campaign attracted shoppers to the retailer’s location, producing outcomes that aligned to the brand’s goals.

• +404K total store visits driven by exposure to the programmatic placements 7

• +40K behavioral lift in store visits driven by exposure to the programmatic placements 7

Podcasts boost visits for a grocery store brand

Podcast advertising increases store visits for a grocery brand.

The challenge. A grocery store advertiser was looking to increase in-store foot traffic and drive incremental store visits. 

The solution. With the brand’s objectives in mind, we designed a Podcast Select campaign, targeting adult listeners ages 25 and up across key geographic locations.

The results. Campaign exposure generated behavioral lifts in visitation for the brand.

• +116K total store visits 8

• +26% behavioral list

Get real-world outcomes with SiriusXM Media

And there you have it—when you combine the omnipresence of digital audio, an intimate listening environment, and precision targeting you get consumer action.

We did it for them. We can do it for you. Let’s talk.

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