Dual audio advertising approach drives brand recall and purchase intent, study shows

A new study showed that combining digital audio and in-video audio advertising resulted in an increase of brand recall and purchase intent by three percentage points compared with digital audio alone.

Research conducted by audio adtech platform Audion and digital audio attention company xpln.ai explored the performance of this new listening model, as audio continues to become more embedded across all digital environments.

It found that brand recall increased to 76% when digital audio and in-video audio (video content consumed without actively viewing) were combined. For digital audio alone, brand recall was 73%.

Another key finding was that using this dual audio approach, compared with digital audio alone, resulted in a three percentage point increase to 27% in brand consideration of purchase or usage intent.

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Audion global chief marketing officer Geoffrey Fossier said: “This study reveals the full potential of two key segments of digital audio.

“It shows that by combining traditional digital audio with in-video audio, brands can significantly boost their performance across the entire marketing funnel, from memory metrics to brand consideration.

“As consumption habits evolve toward more passive video listening, it becomes strategically essential to activate these two levers in tandem.”

Notably, the combination of the two formats also resulted in 80% accuracy for ad message recall.

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