Trusted Voices and Smart Creative Redefine Audio's Role in Driving Brand Outcomes
New study from Omnicom Media Intelligence and iHeartMedia outlines how evolving audio formats deliver measurable full-funnel impact
A new Partner Intelligence study from Omnicom Media Intelligence - the research arm of global media management group Omnicom Media - and iHeartMedia finds that audio advertising is delivering measurable gains across awareness, trust, and conversion as innovations in format and creative are accelerating consumer action and deepening engagement.
The study - Turning Volume into Value: What New Audio Innovations Mean for Advertisers - is based on a controlled experimental design among more than 3,500 U.S. adults1 who listen to audio content weekly. It evaluates the effectiveness of standard audio ads alongside host-read, long-form, dynamic and interactive formats, providing marketers with a playbook for aligning audio strategy to specific business objectives.
With audio now accounting for roughly one-third of daily media consumption, the findings underscore its growing importance within the media mix and its ability to amplify performance across channels.
"Audio is one of the few channels that delivers both scale and intimacy," said Lainie Fertick, President, iHeartMedia Insights. "When brands combine trusted human voices with thoughtful innovation, audio becomes a powerful driver of trust, engagement and accelerated purchase behavior."
Audio delivers full-funnel impact - and amplifies other channels
Across formats, audio advertising drove significant lifts in core brand metrics, including a 22-point increase in unaided ad recall among in-market consumers, alongside gains in favorability (+5 points), search intent (+6 points), and purchase intent (+5 points). The research also highlights audio's "multiplier effect," demonstrating that exposure to audio ads improves responsiveness across social and digital channels, increasing engagement and branded search activity.
Trusted voices and long-form storytelling enhance credibility and accelerate conversion
Host-read ads emerged as particularly effective in building emotional connection and brand trust. Messages delivered by familiar or trusted voices generated stronger gains in brand relevance, search intent, and purchase intent than standard ads, reinforcing the influence of the listener-host relationship.
The study also found that trusted hosts accelerate decision-making. Exposure to host-read ads drove a 20-point lift in likelihood to purchase within a week, significantly outperforming standard ads.
Long-form host-read executions further amplified these effects. By allowing more time for storytelling, these formats delivered up to 2X higher recall than shorter ads and increased the likelihood of near-term purchase, making them especially effective for consideration and conversion objectives.
"Listeners develop real relationships with the voices they hear every day," said Kara Manatt, EVP, Intelligence Solutions, Omnicom Media. "When brands tap into that credibility at scale, the impact is measurable - trusted voices don't just influence perception, they drive action."
Innovation in creative formats boosts relevance, engagement and action
Emerging formats are also expanding what audio can do for brands. Dynamic ads tailored to context - such as time of day or listener environment - improved perceived relevance (80% vs. 73% for standard ads) and delivered stronger lifts in search intent.
Interactive motion-activated units, which prompt listeners to engage directly, proved especially effective among younger and in-market audiences, generating incremental gains in both search and purchase intent. These formats transform passive listening into active participation, helping brands convert high-intent consumers more efficiently.
Beyond individual tactics, the study emphasizes the importance of sequencing formats strategically. Combining trusted host-read ads with dynamic and interactive elements enables brands to guide consumers from awareness through to action within a cohesive audio strategy.
The full report can be accessed here.
About iHeartMedia
iHeartMedia, Inc. (NASDAQ:IHRT) is the leading audio media company in America, with nine out of ten Americans listening to iHeart broadcast radio in every month. iHeart's broadcast radio assets alone have a larger audience in the U.S. than any other media outlet and over four times the ad-enabled audience of the largest digital only audio service. iHeart is the largest podcast publisher according to both Podtrac and Triton, with more downloads than the next two podcast publishers combined, has the most recognizable live events across all genres of music, has the number one social footprint among audio players, has the highest-reach and most engaged influencers, and is the only fully integrated audio ad tech solution across broadcast, streaming and podcasts. The company continues to leverage its strong audience connection and unparalleled consumer reach to build new platforms, products, and services. Visit iHeartMedia.com for more company information.
About Omnicom Media
Omnicom Media, an Omnicom (NYSE:OMC) Connected Capability, is the world's largest global media management network. Powered by the Omni Intelligence Platform, Omnicom Media agencies leverage $73.5 billion in billings, 40,000+ specialists across 70+ markets, and the industry's most powerful portfolio of Identity (Acxiom RealID™), Commerce (Flywheel), and Intelligence (Q™) assets to design dynamic Growth Ecosystems that enable the world's most ambitious businesses to grow faster and smarter. The Omnicom Media portfolio includes leading global media agency brands OMD, Initiative, PHD, UM, Hearts & Science, and Mediahub; Data, Identity & Analytics powerhouses Acxiom, and Annalect; and a broad spectrum of specialized services. For more information visit omnicommedia.com.
1 The research was conducted among U.S. adults aged 18+ who listen to audio content at least weekly. Participants were randomly assigned to control and exposed groups, with real-world ad experiences followed by brand lift surveys to measure impact across key performance indicators.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260428524096/en/
Press Contacts:
Angel Aristone
iHeartMedia
angelaristone@iheartmedia.com
Suzette Meade
Omnicom Media
suzette.meade@omc.com