Avatar Posted by Cameron Francis on in Digital Marketing

As we approach 2025, the power of audio marketing is undeniable. With over 30-35% of media consumption being audio-based, according to the Pew Research Center, there’s a significant gap between audio consumption and ad spend, with less than 10% of media budgets going toward this channel. This discrepancy offers a huge opportunity for brands to capitalise on an untapped market.

Audio’s Unique Advantages

Audio Is Everywhere: One of the biggest advantages of audio is its flexibility. Whether your audience is commuting, exercising, or relaxing at home, audio can accompany them seamlessly through various activities. A 2024 Edison Research study revealed that 62% of people listen to audio while on the go, making it a truly portable medium. Unlike video or social media, audio allows users to multitask, increasing the chances of your message reaching them during critical moments of the day.

Engagement Without the Noise: Social media platforms are oversaturated with ads. Scrolling through a Facebook or Instagram feed can feel chaotic, and competing for attention is harder than ever. Audio, on the other hand, provides an intimate connection. 

A 2023 Nielsen study found that 76% of podcast listeners can recall ads from episodes they’ve heard—far more than the average retention rates for video or display ads. With fewer ads cluttering the space, listeners are more engaged with the content, and your brand message has a much better chance of resonating.

Audio Is a Trusted Medium: Audio, especially podcasts, ranks as one of the most trusted forms of media. A Reuters Institute survey found that over 59% of podcast listeners trust the information shared on their favourite podcasts. This level of trust makes audio advertising more persuasive compared to traditional digital or social ads. It’s an opportunity to integrate your brand’s message into an environment where consumers feel more connected and loyal.

Audio as a Ritual

Beyond being a background activity, audio plays a direct role in daily routines. A study by Audacy and Veritonic showed that 11 of a consumer’s daily rituals are influenced by audio—more than any other form of media, including social platforms. Whether it’s listening to a morning news show on the commute, tuning into a workout playlist, or catching up on a favourite podcast at the end of the day, audio has embedded itself in everyday life.

Audio Advertising Done Right

The creative potential of audio ads is immense. You have tools like music, sound effects, voiceovers, and sonic branding to tell a compelling story. The power of audio lies in the “theatre of the mind”—it allows your audience to create their own visualisations and interpretations, making your message more personal and memorable.

According to IAB’s U.S. Podcast Advertising Revenue Report, podcast ad revenues hit $2 billion in 2023 and are projected to grow by 20% annually, showing just how much this space is thriving. Advertisers are recognising that audio can do more than just raise awareness—it can drive measurable results through precise targeting and performance tracking.

Audio in 2025: The Big Opportunity

So why is audio the channel to focus on in 2025? It’s simple: audio isn’t just surviving; it’s thriving. Whether it’s traditional radio, streaming, or podcasts, audio allows brands to be a part of intimate, trusted moments with consumers throughout the day. It’s a channel that’s growing, innovative, and incredibly flexible—yet remains underutilised by many marketers.

If you’re not already investing in audio, now is the time to rethink your strategy. The world of audio offers a low-cost, high-reward opportunity for brands ready to step up and engage with their audience in more meaningful ways.

My Final Thoughts

The numbers don’t lie. Audio consumption is booming, and smart marketers know that the real opportunity is meeting people where they already are: in their ears. With better targeting, deeper engagement, and increasing trust, audio marketing is poised to become one of the most important tools in a brand’s arsenal by 2025. Don’t miss out on the chance to connect with your audience on a more intimate, emotional level—start investing in audio marketing now, before your competitors do.

Ready to take the next step? Book a free strategy session with ETRAFFIC and discover how we can help you with your audio marketing today!

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