As the holiday shopping season kicks off, brands are competing for attention, and audio continues to provide a powerful reach and excellent return on investment. From seasonal radio ads to engaging audio ads in podcasts, this is the time for brands to capitalize on the festive spirit. So, how can brands best leverage audio advertising during this crucial time of year?
Audacy has provided valuable insights for advertisers looking to tap into holiday podcast ads during the festive season. With only 27 days between Thanksgiving and Christmas, timing is key. Audacy recommends starting early to capture the attention of early-bird shoppers and maintaining momentum through Black Friday, Cyber Monday, and beyond.
Radio stations that switch to holiday playlists have experienced a 61% boost in average listening. This seasonal shift offers a great opportunity, as holiday podcast ads with festive sounds or jingles have been shown to increase purchase intent and recall by 26%.
Audacy’s data also highlights that AM/FM campaigns become even more effective when paired with streaming and podcasts. Brands that use a multi-channel approach report a 55% stronger sales conversion. Podcasts are especially engaging for listeners, with 75% saying they would welcome holiday podcast ads during episodes. With 58% of consumers planning extra research on gifts this season, podcasts are an excellent platform for fostering meaningful connections with audiences.
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The unique advantage of engaging audio ads is that they benefit from repeated exposures, driving greater attention and purchase intent. Unlike other forms of advertising, audio listeners remain receptive, even after 15 or more exposures.
Recent data from Katz Radio Group shows that radio’s 82% weekly reach among adults outperforms other media, making it an ideal platform for connecting with holiday shoppers. Katz found that 84% of holiday music fans prefer radio, and regular radio listeners plan to spend an average of $626, significantly more than non-listeners.
Radio ads also deliver impressive ROI, with a return of $18 for every $1 spent, especially in sectors like grocery and department stores. Case studies demonstrate radio’s impact: a liquor campaign saw a 20.2% increase in web traffic, while jewelry campaigns reported a 25% rise in brand awareness and a 38% increase in brand consideration.
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