The Sound Effect: Display Ads on Audio Platforms Get Results

You see a compelling headline and click the link. But as you try to read the article, display ads jump around your screen, following your scroll and obscuring the content. That’s a common—and frustrating—experience with display ads in the wild.

And that’s assuming people even land on the websites where these ads appear. AI overviews and AI-powered search assistants are quickly cutting into search-driven traffic: AI overviews alone can cause a 15–64% decline in organic site traffic, and roughly 60% of searches now yield 0 clicks. 1

Yet 75% of marketers still plan to include desktop and mobile display ads in their marketing mix—nearly 10% more those than planning to use digital audio (67%). 2

Digital audio is a better home for your display ads

Display advertising is viewed as one of the most measurable performance channels. Clicks, conversions, and attribution dashboards make it easy to justify investment.

That perception misses an important fact: Not all display environments are created equal.

Across websites and mobile apps, consumers encounter display ads in crowded spaces. Ads can feel intrusive, ignorable, or simply lost in the noise. Even when campaigns in these environments generate impressions, visibility and attention are far from guaranteed.

Digital audio platforms offer a better alternative for your display ads. 

The benefits of running display ads in audio environments

On platforms like Pandora and SoundCloud, clickable display ads run in clutter-free, user-friendly environments—creating a better experience for both consumers and advertisers. For marketers under pressure to prove outcomes, digital audio isn’t just an awareness channel. It’s a performance driver—and display and audio can work together in immersive listening experiences.

Get attention at points of interaction

Reach listeners as engage with our platforms—without competition. As audiences log in, choose stations, skip songs, and more, display ads can meet their eyes. 

Benefit from higher share of voice (SOV)

Companion banners, homepage takeovers, video units, and branded experiences offer 100% SOV, giving brands stronger visibility and a greater opportunity to drive action.

Reinforce messages with multisensory experiences 

Digital audio experiences are immersive—creating a multisensory environment for brand messages. Pairing the emotional resonance of audio with the visual cues and CTAs of display drives action.

Case studies prove digital audio is perfect for display ads

Don’t just take our word for it. Check out these case studies that demonstrate how brands across industries use display formats within digital audio campaigns to capture attention, increase engagement, and drive measurable business results.

Streaming audio drives new applications for a financial services brand

A streaming audio campaign successfully generated new account creations and drove incremental lift for financial services advertiser.

The challenge. A financial services brand wanted to increase new bank account applications with high-income adults.

The solution. We developed a streaming audio campaign with visual elements to drive attention, reinforce messaging, and provide actionable CTAs.

• Product mix: Streaming Select Mobile Audio and Mobile Responsive Display placements across The SiriusXM Streaming Network

• Audience targeting: Advanced targeting capabilities to connect with adult ages 25-44 and HHI <$100K

• High-impact creative: A combination of audio and display ads depicting real-life scenarios that resonate with the brand’s target audience

The results. The financial services advertiser’s campaign drove huge lifts in new applications. 3

• +159K new banking account applications completed

• +41.9% lift in new banking account applications completed

Digital audio delivers full-funnel lifts for a fitness advertiser

A campaign for a fitness brand combined streaming audio, podcasts, programmatic, and mobile display to generate favorability and intent.

The challenge. A fitness advertiser wanted to drive lifts in brand awareness, brand favorability, consideration intent, and purchase intent.

The solution. We developed a campaign targeting adult audio streamers and podcast listeners, frequent gym goers, and in-frequent/never-gym goers through:

• Streaming Select Mobile Display

• Programmatic Mobile In-App

• Podcast Show Host Reads

The results. The campaign drove double-digit lifts across the funnel. 4

• +23-pt lift in brand favorability among 1x-month/never-gym goers

• +26-pt lift in brand favorability driven by display placements

• +13-pt lift in consideration intent among 1x-month/never-gym goers

• +16-pt lift in consideration intent driven by display placements

• +10-pt lift in purchase intent among 1x-month/never-gym goers*

• +30-pt lift in purchase intent driven by display placements

Digital audio drives awareness and consideration for an auto brand

A digital audio campaign combined streaming audio, podcasts, mobile display, and cross-device display to drive full-funnel lifts for electric vehicles (EV). 

The challenge. An auto advertiser wanted to drive lifts in product awareness, favorability, and consideration for its EV line.

The solution. We designed a campaign targeting adult audio streamers and podcast listeners who are EV auto intenders.

The results. The campaign successfully drove double-digit lifts from awareness to consideration, as well as for brand attributes that overcome objections to owning electric vehicles. 5

• +18-pt lift in product awareness among adults 18-34

• +22-pt lift in product familiarity among adults 18-34

• +18-pt lift in product consideration among adults 18-34

• +25-pt lift in brand attribute “easily fits into my life” among adults 18-34

• +22-pt lift in brand attribute “is exciting” among adults 18-34

• +50-pt lift in brand attribute “makes owning an EV easy” among adults 18-34

Streaming audio boosts recall and purchase intent for a travel brand

A SiriusXM Streaming Network campaign generates lifts in upper- and lower-funnel metrics for online travel agent.

The challenge. An online travel agent brand wanted to drive lifts in ad recall, brand favorability, purchase intent, and brand attributes.

The solution. We developed a campaign using advanced targeting capabilities to reach adults ages 25-54, including specific segments: online travel agency users and parents, online travel agency users and kid free, and Hispanic travelers. The product mix included:

• Streaming Select Audio XP

• Cross-Device Display

• Mobile Dynamic Audio

• Connected Home Audio

• Connected Vehicle Audio

The results. The campaign was a success, driving lifts and boosting intent. 6

• +7-pt lift in ad recall

• +8-pt lift in purchase intent

• +10-pt lift in brand-specific Attribute about the types of accommodations offered

• +11-pt lift in brand-specific attribute about booking a trip in the US

Catch the eye in a better display ad environment

And there you have it: Combining display ads with digital audio—and SiriusXM Media—gets the performance and results advertisers need.

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

Learn more about display ads in audio environments