Why marketers can’t afford to ignore streaming audio.

Streaming audio—music, podcasts, and news delivered over the internet through apps such as Spotify and Apple Music—offers a unique set of qualities that make it a strong complement to CTV advertising.

1.  Expands reach in new ways.

Streaming audio opens up fresh opportunities to connect with target consumers. People listen to music, news, and podcasts throughout their daily routines—while working out, commuting, or cooking—where CTV can’t reach them. This creates additional touchpoints in an entirely new setting through an entirely new format.

2.  A solution to screen fatigue.

With screens dominating our daily lives—phones, TVs, work computers—screenless moments are uniquely valued. Streaming audio ads offer a seamless way to engage listeners during these breaks, providing a personalized connection while they enjoy their favorite content.

3.  Immersive and engaging.

Audio is an incredibly immersive format that sparks imagination through music and voices, drawing listeners in more deeply. Since these ads reach consumers while they’re commuting, exercising, or engaging in other simple, routine activities, they capture attention in a low distraction environment. This leads to higher engagement and stronger ad recall.

EMG’s analysis of thousands of streaming campaigns and 75 million attributed dealership conversions revealed that adding streaming audio increases streaming campaign productivity by an average of 30%. This translates to 30% more dealership walk-ins, website visits, and sales compared to running CTV alone.

What many still see as a nice-to-have is actually a critical piece of the puzzle for driving performance in streaming. Set your dealership up for success today with Connected TV and streaming audio.