Why digital audio deserves a spot in your marketing mix (hear me out)

Audio advertising is having a midlife renaissance. And maybe it’s time to rethink the underrated OG of modern marketing.

Remember when every campaign had a jingle? When ads came through your speakers, not your screen? Before TikTok dance trends and “disruptive” pre-rolls, audio was the format. And then… it wasn’t.

I starkly remember the moment I decided that. Halfway through my radio major at university, to be exact. All the flashy new bells and whistles of marketing were calling to me like the Green Goblin Mask, and I made a sharp U-turn out of radio and into digital.

I know I’m not the only one who thought the medium had run its course. Or at least, was on its way out. Audio has quietly been sitting in the back of the class while flashy formats like video and influencer content soaked up all the attention and budget. But guess what? The tides are turning. Marketers are waking up to audio’s untapped potential. And if you’re not already listening (pun absolutely intended), now’s the time to tune in.

Because this so-called “old school” format might be your next secret weapon after all.

So then, what happened to audio?

Aside from becoming the overlooked cousin of modern marketing, there are a few reasons the medium got pushed to the back burner:

• Video supremacy (obviously): Visual-first platforms (TikTok, YouTube, Instagram) have dominated strategy decks for years now. That’s no secret.

• Measurement drama: Marketers love data. Audio hasn’t always delivered the same juicy metrics as clicks and views.

• Fragmentation fatigue: Radio, podcasts, streaming, smart speakers… where do you even start?

• Budget bias: Audio’s often treated like a leftover, not a main course.

Basically, digital audio got edged out by shinier, sexier formats. But what we forgot is this: audio still slaps.

Why it works – even when you’re not looking at it:

There’s a common misconception that audio is dead. But it’s literally everywhere. Somewhere along the way, we just decided it wasn’t as much of a serious player and stopped treating it as such. But that’s a mistake.

Because what digital audio actually brings to the table is undeniable:

• Undivided attention: People listen to audio while alone, in headphones, in their own little worlds. There’s a level of intimacy video can’t match.

• Multitasking magic: You can’t watch a video while driving or folding laundry. You can stream a podcast, playlist, or ad.

• Sticky memory: Sonic branding hits different. Think Netflix’s ta-dum or the McDonald’s jingle you’re humming right now.

• Emotional connection: A human voice, in your ear, telling a story? That builds trust, fast.

• Low lift, high impact: Audio is cheaper to produce than video… no lighting setup or actors required.

• Better targeting: Programmatic audio is here, and it’s getting smarter every day.

So… yes, it may still be quieter than a viral video, but that’s kind of the point.

How to do audio right (and leave the 2003 radio ad behind):

You’re not just stuck with 30-second “BUY NOW” spots anymore. Audio is way more flexible than that these days. And, when done well, it really works.

Here’s how to level up:

• Rethink the format: Try short-form audio teasers, branded playlists, podcast segments, or even audio influencers (yes, they exist). It’s not about interrupting, it’s about integrating.

• Craft a voice strategy: Your brand has a visual identity, so, why not a sonic one? From tone of voice to sound design, think about how you sound.

• Go native: Spotify ads, podcast sponsorships, smart speaker activations. These platforms aren’t just playing music. They’re playing your next ad opportunity. Take advantage!

• Get over the measurement fear: Audio attribution tools are catching up. Platforms like Spotify and Acast now offer campaign insights, targeting, and retargeting options. It’s not the Wild West anymore.

• Make it multichannel: Don’t silo your sound. Use audio to support a larger campaign arc: tease a product in a podcast, reveal it visually on TikTok, then retarget on social. Cohesion > chaos.

Okay, that all sounds well and dandy, but is anyone actually doing this well?

Oh, absolutely.

• Nike created original podcasts around athlete storytelling, tapping into emotion and brand values without ever screaming “Just Do It.”

• McDonald’s refreshed their sonic logo and leaned into ASMR-style audio to make people feel hungry.

• Audible and Headspace are building full-on sound worlds. Not just ads, but branded audio ecosystems.

And let’s not forget the rise of audio in wellness, gaming, and even fintech (yes, really). There’s a whole soundscape out there waiting to be claimed.

Audio isn’t dead. We just haven’t been using it right.

Visual overload and content fatigue makes our landscape challenging. But that’s exactly why audio offers something different: intimacy, imagination, and space to be heard. That’s priceless real estate for brands.

Dust off your headphones! Rethink your creative. Audio is not a relic of the past, and it could very well be your next brand move. If you’re ready to make some noise, just know your audience is already listening. You just have to meet them where they are.

-Sophie Randell, Writer