Audio – efficient as ever, diverse as never before

09-29-2021 14:42 o'clock, by media plan

What are important core components in audio marketing?

It’s the mix that counts – FM radio and online audio in combination make for a powerful advertising medium.


A daily reach of more than 53 million contacts, as well as the rapid coverage build-up of FM and, on the other hand, the granular targeting through online audio. FM stations, online-only offers, streaming services such as Spotify or podcasts – the bouquet of possibilities is colorful.


What are the strengths of audio marketing? (Online Audio)

According to the Federal Association of the German Economy (BVDW), audio advertising is posting annual reach growth of 20 percent!


Smartphones and smart speakers are the drivers here. Over 19.7 million Germans are already actively using smart speakers at home, 61% more than two years earlier. Google Home, Amazon Echo/Dot or Apple HomePod are the most popular products in Germany. By the way, the most used function is playing audio content via podcast apps, streaming or radio providers.

Audio advertising brings the message directly into the listener’s head. Moreover, voice is the easiest and most intuitive interaction for us humans: We like to “chat” with Alexa, Siri and Cortana, even if we know they are artificial intelligences (AI).

No other medium enjoys more trust than radio.

Radio thus offers advertisers a perfect advertising environment. Without ad fraud, but with the highest advertising impact and 100% brand safety.

Radio offers more touchpoint diversity.

Radio accompanies us through our everyday lives in our most intimate moments – from the bedroom to the bathroom, the breakfast table to the car. This means that campaigns can also be targeted at very specific situational usage situations.

Radio activates…and sells. From awareness to conversion: radio is a relevant decision-making aid for potential customers. This is due in particular to its proximity to the POS. Radio is the last mass-reach medium in the car on the way to the store, which calls the brand to mind and into the relevant set shortly before the purchase decision at the POS. This is one reason why many retail and FMCG companies opt for radio in their media mix.


Which platforms belong to online audio, for example? Which new channels have been established in recent years?

Simulcast (radio stations on the web), online-only stations, streaming services (music on demand), personal radio, radio aggregators, user-generated radio, audio on demand (e.g. podcast).


One in four Germans regularly listens to podcasts. With growing popularity, they have also established themselves in the mainstream. The intensive use of podcasts makes this format particularly relevant for brands and companies when addressing target groups, because listeners are usually extremely attentive and focused. Plus: Advertising acceptance among podcast listeners is particularly high. Podcast listeners are hardly bothered by the integration of advertising, as proven by a large number of studies. On average, the advertising acceptance rate is 70 percent.

Audio is more than just radio – more reception also makes people more receptive. Classic radio offerings are being supplemented by new offerings such as streaming services, web-only offerings, podcasts, etc., thus expanding the market into an overarching audio market that reaches and captivates consumers.

Have the latest developments in audio convinced you? If you have any further questions or would like individual advice, please do not hesitate to contact us. We are at your side as a reliable partner.