Audio Ads Boost Recall, Trust and Purchase Intent

RADIO ONLINE | Tuesday, April 28, 2026 | 11:19am CT

iHeartMedia and Omnicom Media

A new study from Omnicom Media Intelligence and iHeartMedia finds that audio advertising is delivering measurable gains across the marketing funnel, with newer formats and creative approaches helping drive stronger consumer engagement and faster purchase decisions.

The report, Turning Volume into Value: What New Audio Innovations Mean for Advertisers , is based on a controlled study of more than 3,500 U.S. adults who listen to audio content weekly. The research evaluates standard audio ads alongside host-read, long-form, dynamic and interactive formats to assess their impact on brand metrics.

Audio now accounts for roughly one-third of daily media consumption, reinforcing its growing role in media strategies, according to the study.

Across formats, audio advertising generated a 22-point increase in unaided ad recall among in-market consumers, along with gains in favorability (+5 points), search intent (+6 points) and purchase intent (+5 points). The findings also point to an "audio multiplier effect," where exposure to audio ads improves performance across other channels, including social engagement and branded search activity.

Host-read ads were identified as particularly effective in building trust and emotional connection. Messages delivered by familiar or trusted voices drove stronger increases in brand relevance, search activity and purchase intent than standard ads. The study found that trusted hosts can accelerate decision-making, with a 20-point lift in likelihood to purchase within a week compared to standard formats.

Long-form host-read ads further amplified results. According to the report, these executions can deliver up to twice the recall of shorter ads and increase near-term purchase likelihood, making them effective for both consideration and conversion objectives.

The research also highlights the growing role of newer formats. Dynamic ads tailored to context -- such as time of day -- improved perceived relevance (80% vs. 73% for standard ads), while interactive, motion-activated units generated higher engagement and incremental gains in search and purchase intent, particularly among younger audiences and those already in-market.

Overall, the study emphasizes the importance of combining formats within a sequential strategy. Pairing trusted host-read messaging with dynamic and interactive elements can guide consumers from awareness to action, providing a more cohesive and effective audio advertising approach.