Why Digital Audio Ads Belong in Your Omnichannel Campaigns

The modern consumer is a moving target. They lead busy lives juggling multiple devices—from smart speakers, to headphones, to smartphones—switching from one screen to another throughout the day. Meanwhile, many sources are constantly fighting for consumers’ limited attention. For advertisers, this presents a challenge: How can you maintain a consistent presence when your audience is constantly shifting their focus—from app to app and device to device? The answer is simple: adopt an omnichannel strategy. 

Here’s the secret sauce: Integrate digital audio into the omnichannel mix for the best results. Despite audio representing 21.4% of total media time spent, it accounts for 4.5% of total advertising spend in the US, with digital audio making up 1.8% of the overall ad budget. This gap is a massive opportunity for marketers to get ahead of the competition and connect with their audience on a deeper level. 

Here’s why audio advertising and omnichannel campaigns go hand in hand. 

Digital Audio Advertising Reaches Audiences Everywhere

The power of digital audio lies in its omnipresence. It is not tied to a single place, like a living room, or a single device, like a desktop screen. Whether consumers are using mobile devices, smart speakers, or connected cars, audio moves with the listener throughout their day, creating an “always-on” opportunity for your brand.

This accessibility translates into massive adoption that isn’t slowing down. Today, 79% of the US population aged 12 and older listen to online audio monthly. And they don’t just sporadically listen; they dedicate a large portion of the day to enjoying their favorite songs and podcasts—digital audio listeners spend almost four and a half hours a day with audio.

Audio Advertising Complements Visual-First Channels

Audio doesn’t just reach listeners when their screens are off; one of its strengths lies in brands using the channel to reinforce their visual messages. Audio and display ads are a match made in heaven. After all, audiences differ—some of us process information better visually, while others process information auditorily. To capture (and sustain) the attention of audiences, marketers need to create a multisensory experience. 

When working together, audio can reinforce visual messaging, while visual ads served on audio platforms can significantly boost engagement and brand recall. Our platforms support this dual approach by offering advanced solutions that bring together both formats. From carousels to interstitials to video host reads, the combination of audio and visuals has the power to leave a lingering presence in the audience's mind long after the ad ends. 

Why Audio Belongs in Omnichannel Campaigns

Audio is a powerful amplifier that enhances every other touchpoint in your media mix. Thanks to its unique ability to capture attention when audiences are away from their screens and reinforce messaging when they are looking at their screens, it ensures your brand is present during every moment. 

Here’s why audio is a must for your omnichannel campaign:

• Reinforced messaging: To move people down the funnel, you need consistency. Audio allows you to reinforce the campaigns you’re running on platforms like CTV or social media without overwhelming your audience—all while following them throughout their day. 

• The emotional impact: Audio is a clear winner when it comes to building meaningful connections with the audience. Streaming music has become a daily soundtrack to everyday life for many, with playlists and stations to match or boost any mood—from loving, to relaxed, to chill. And then there are podcasts, with hosts who are often more loved and trusted than traditional media personalities—nearly half of podcast listeners say the hosts are more authentic than other public figures. There’s no denying that sound drives emotion, and emotions are needed to inspire action.

• Seamless integration across devices: Audio effortlessly bridges the gap between smart speakers, smartphones, and cars. This accessibility and portability drive higher consumption—more and more listeners tune in to audio because they can access it everywhere.

• Filling the gaps visuals leave behind: Audio finds audiences where visual ads hit a wall, especially during business hours like the 8AM to 5PM window. Implementing audio during prime hours allows you to tap into the consumer journey while they are on the go and hands-free. 

Tips for Adding Audio Ads to Your Omnichannel Marketing Strategy 

Keep Messaging Consistent Across Channels 

A unified brand identity is critical for success, and audio shouldn’t be disregarded. When you’re advertising across channels, make sure the tone, messaging, and value proposition stay consistent (while also relevant for each medium). One option is investing in your sonic identity—develop your own unique jingle, catchphrase, or voiceover so listeners immediately recognize your brand from channel to channel. Or, you might prioritize fine-tuning your visual logo or color palette that remains cohesive across media. 

Tap into Smart Speakers and Voice Platforms for Broader Reach

Smart speakers are a staple in the modern home, with 101M Americans ages 12+ owning one. Savvy advertisers shouldn’t take this data lightly when planning their audio campaigns. Advertising through Connected Home allows your ad to connect with large co-listening households or groups, ensuring your message reaches more ears in a single session and becomes a part of their domestic lives.

Experiment with Interactive Audio and Shoppable Ads

Speaking of smart speakers, they also pair nicely with interactive audio ads. Smart speakers allow listeners to respond to an ad with voice commands to trigger an action—for example, saying “yes” to visit a website. You can also think beyond the smart speaker environment and pair interactive ads with visuals to maximize engagement and create a memorable experience for your audience. 

Optimize Ad Frequency Across Channels 

Finding the right ad frequency is a science that requires some trial and error. If your ad isn’t heard enough, you risk being forgotten. If your ad is heard too often, it may lead to ad fatigue. It’s especially easy to overlook ad frequency concerns when running omnichannel campaigns, since a lower frequency on each channel can quickly add up and make the overall campaign overpowering. One tip is to mix things up: use a few different ad creative variations to keep the messaging fresh for your audience.

Retarget Listeners Across Devices for Stronger Conversions 

Omnichannel retargeting is a great way to drive your audience to the desired action while reconnecting with users who’ve interacted with or heard your brand before. When you partner with us, you can leverage behavioral, display, or second-screen retargeting to reinforce your ad, minimize messaging redundancy, and build a stronger connection with your listeners. For instance, a consumer might first hear your ad on Pandora and later be retargeted with a display banner while watching their favorite video podcast on YouTube—further piquing their interest and promoting brand familiarity. 

Measure Audio’s Impact with Cross-Channel Analytics

Audio is a highly measurable medium. We offer a full suite of measurement solutions across the funnel, from brand lift studies to multi-touch attribution (MTA). MTA is especially effective for omnichannel campaigns, illustrating how your various campaign elements complement each other and achieve results. 

Partner with SiriusXM Media for Omnichannel Success

Adding audio to your omnichannel strategy isn’t just about buying ads across all channels; it’s about getting attention, trust, and results. With us as your partner, you can get all that and more—while tapping into a massive ad-supported ecosystem that reaches 170M monthly listeners. Plus, we’re also equipped with the precision of advanced targeting and the influence of some of the most beloved hosts and creators in the industry. 

Ready to see how audio can make your next omnichannel campaign shine? Let’s chat.

Get in on the Omnichannel Advertising Opportunity