Audio Plus Digital Delivers 11% Conversion Lift, Audacy Says

Adding audio advertising to digital campaigns can deliver measurable gains in performance, according to a new Audacy Insights article by Ray Borelli, Senior Vice President of Research & Insights at Audacy.

Borelli argues that while most digital strategies lean heavily on display, search, and social, they often overlook a key factor: attention. Audio, he says, fills that gap by complementing digital channels rather than competing with them, helping campaigns compound impact instead of fragmenting it.

According to the article, campaigns that rely on OTT video alone typically see conversion rates around 38%. When audio is added to the mix, conversions rise to 42% — an 11% lift driven simply by layering in audio. Streaming radio and podcasts, Borelli notes, help “warm” audiences earlier in the funnel, making them more receptive when they later encounter display ads, social posts, or paid search results.

The effectiveness of audio, Borelli writes, is rooted in context and intimacy. Audio reaches consumers during moments when screens are not competing for attention — such as commuting, working, or relaxing — allowing messages to build familiarity and trust. That early recognition can translate into higher click-through rates, more branded searches, and improved conversion efficiency across digital channels.

The article also highlights the role of host-read endorsements, noting that listeners often trust recommendations from familiar voices. These endorsements can accelerate response by feeling more like personal advice than traditional advertising.

Borelli concludes that brands do not need to overhaul their media plans to see results. Instead, modest adjustments — such as integrating audio into existing digital strategies and aligning messaging across platforms — can unlock meaningful performance gains. In his view, digital captures demand, audio creates it, and together they turn attention into action. Read the entire article here.