Oxford Road Study Reveals How Audio Fuels Branded Search

RADIO ONLINE | Monday, January 6, 2025 | 3:38pm CT

Oxford Road

Oxford Road, an agency in podcast and creator-based video advertising, has unveiled a groundbreaking study titled "The Sound of Growth: How Audio Fuels Branded Search." The research highlights the substantial role that audio platforms like podcasts, streaming, and radio play in driving consumer engagement and brand visibility.

The study, based on an analysis of $400 million spent on audio campaigns over three decades, shows that audio advertising is responsible for an average of 18% of clients' branded search volume, with potential impacts reaching over 40% for brands heavily investing in audio. This challenges the traditional underestimation of audio's influence on digital search activities and positions it as a vital component in marketing strategies.

Oxford Road EVP of Strategy Giles Martin explained, "Our findings validate the powerful effect of audio marketing in inspiring listener action and emphasize the necessity of viewing audio investment through a long-term lens." He added that the study provides a new perspective for marketers to address attribution gaps and enhance their strategic planning.

Key insights from the report include:

• Audio advertising generates both immediate and prolonged effects on search volume, with delayed impacts lasting several weeks post-campaign.

• The extended influence of audio ads is more pronounced for B2B brands or those with longer decision-making cycles, whereas B2C brands with quicker purchase cycles see more immediate benefits, especially when promotions are involved.

• Regular investment in audio leads to a stronger and more sustained increase in search volume compared to intermittent or minimal spending.

The release of this report follows the recent merger of Oxford Road and Veritone One by Insignia Capital. This strategic move aims to bridge market gaps by providing enhanced expertise across podcasting, streaming audio, radio, and video channels, affirming the agencies' commitment to leading innovation in the audio marketing space.

Martin concluded, "Marketers should leverage audio not only for immediate results but also for its long-term benefits in building mental availability and overall brand health."

The full report, "The Sound of Growth: How Audio Fuels Branded Search," is available for download at Oxford Road's website. To download "The Sound of Growth: How Audio Fuels Branded Search," click here.