Audio Landscape

A Medium That Moves Audiences

Audio is uniquely powerful, connecting with audiences wherever, whenever, and however they choose to listen. From live radio to podcasts, streaming and on-demand content, it offers unmatched reach, precision targeting, and the ability to build deep emotional connections.

Versatile, personal, and everywhere, audio doesn’t just work, it works harder, smarter, and more effectively for brands and advertisers. It delivers results across every stage of the marketing funnel, making it an essential part of any marketing mix.

Driving Results Throughout the Consumer Funnel

Audio influences at every step—building awareness, driving consideration, and prompting action. Whether it’s through the trusted familiarity of radio, the immersive storytelling of podcasts, or the precision of streaming, audio moves audiences to act. Discover more with The Audio Edge.

Creative That Resonates

Great creative is the key to impactful audio. By harnessing best practices, brands can craft messages that stand out, spark emotion, and stick with listeners. Audio’s intimate nature creates a personal connection, making it an ideal canvas for creativity. Check out System 1's audio creative hacks here.

Radio as a Brand Builder

Radio amplifies the ROI of other channels, driving incremental reach and impact when used in combination with TV, digital, or outdoor. Independent data from Analytic Partners show that integrating radio into a campaign significantly enhances overall effectiveness, delivering unparalleled value for advertisers.

Double Campaign Effectiveness with 11% Investment

The numbers speak for themselves. Research from Mark Ritson and the Advertising Council of Australia’s Effectiveness Database shows that allocating just 11% of a media budget to radio can double your campaign effectiveness. It’s a smart, strategic move for brands looking to maximise impact, optimise investment, and drive growth.

HOw TO PLAN & BUY AUDIO

Maximise Audio’s Efficiency and Effectiveness
Audio offers unparalleled versatility and effectiveness across the consumer funnel connecting with audiences wherever, whenever, and however they listen. By integrating broadcast radio, streaming, and podcasts into your campaigns, you can achieve superior results, from building awareness to driving loyalty.

The Planning Process

Strategic audio planning ensures campaigns leverage the unique strengths of each format to deliver measurable outcomes.

• Define Your Objectives: Determine campaign goals, such as awareness, consideration, or conversion.
• Audience Insights: Use data to target the right audience by demographics, interests, and listening behaviour.
• Align with Broader Strategies: Integrate audio into your media mix, ensuring consistency in messaging and frequency across all channels.

Broadcast Radio

• Flexible Options: Buy sessions individually or bundle them for added value and extended reach.
• Premium Timeslots: Breakfast and Drive attract the largest audiences and feature the most-loved personalities, delivering maximum impact.
• Local Connections: Leverage trusted formats and local talent to create authentic connections with your audience.

Streaming Radio

• Precision Targeting: Advanced audience targeting by demographics, geo-location, and behaviour.
• Dynamic Ads: Seamlessly inserted into live or on-demand streams.
• Integrated Campaigns: Combine broadcast’s reach with streaming’s targeting precision for maximum results.

Podcasting

• Engaged Audiences: Podcasts captivate highly attentive listeners in a trusted and intimate environment, making them an ideal channel for personalised and impactful messaging.
• Authentic Messaging: Host-read ads bring authenticity and build trust, while branded segments or episodes create immersive storytelling opportunities that resonate deeply with audiences.
• Integrated Campaigns: Podcasts enhance broadcast and streaming strategies, delivering consistency in messaging and frequency across channels for maximum impact

Plan smarter with the Audio Planning Tool, your resource for evaluating combined reach across broadcast, streaming, podcasts and on-demand audio with trusted insights from Nielsen Consumer & Media View (CMV).

The BUYING Process

Buying Audio: Broadcast, Streaming, and Podcasts

• Direct Buys:

  • Receive tailored proposals from audio networks, crafted to align with your strategic marketing objectives or campaign brief. Recommendations include placements, ad formats, host-read ad coordination, creative and production capabilities and projected outcomes like reach and frequency. Perfect for bespoke, hands-on campaigns targeting specific objectives.

• Programmatic Buys:

  • Scale your campaigns with ad placements featuring real-time targeting across multiple networks. Benefit from automated optimisation for maximum reach and performance.