Why does Audio attention matter?
Audio advertising has often been overlooked in discussions around attention metrics, mainly because attention has traditionally been associated with visual engagement. However, recent research is beginning to change that perception.
Early research by attention measurement company Lumen and agency network Dentsu shows that audio ads, especially in podcasts, radio, and streaming, can outperform other media channels on key metrics. Research reveals that audio ads capture significant attention and deliver strong results, highlighting their potential as a cost-effective and impactful advertising medium.
Key takeaways:
Audio ads can influence behavior even when listeners are not actively paying attention.
This passive consumption can still lead to brand recognition and processing, especially when listeners are distracted.
Attention in audio is less about capturing visual focus and more about converting passive listening into active engagement.
This can be achieved by referencing the listener's context or situation, which has been shown to significantly enhance engagement and memory processing.
Research indicates that audio ads may outperform other channels in metrics such as recall and brand choice.
