iHeartMedia, Omnicon Study Shows Audio’s ‘Multiplier Effect’ Across Media Channels.

Audio advertising is delivering measurable gains across the marketing funnel, according to a new study from Omnicom Media Intelligence and iHeartMedia. The report, “Turning Volume into Value: What New Audio Innovations Mean for Advertisers,” finds that advances in creative formats are helping brands drive awareness, build trust, and accelerate consumer action.

Based on a controlled study of more than 3,500 weekly audio listeners in the U.S., the research compares standard spots with host-read, long-form, dynamic, and interactive ad formats. The results provide what the companies describe as a strategic playbook for aligning audio tactics with specific business goals.

With audio accounting for roughly one-third of daily media consumption, the medium continues to expand its role in the marketing mix. “Audio is one of the few channels that delivers both scale and intimacy,” said Lainie Fertick, President, iHeartMedia Insights. “When brands combine trusted human voices with thoughtful innovation, audio becomes a powerful driver of trust, engagement and accelerated purchase behavior.” 

Full-Funnel Gains and Cross-Channel Impact

The study shows audio advertising delivers consistent lifts across key brand metrics. Among in-market consumers, unaided ad recall increased by 22 points, while favorability rose five points, search intent climbed six points, and purchase intent gained five points.

Beyond standalone performance, audio also enhances other media channels. Researchers point to a “multiplier effect,” where exposure to audio ads increases responsiveness to social and digital campaigns, driving higher engagement and branded search activity.

Host-Read Ads Lead in Trust and Conversion

Host-read ads stood out as especially effective, outperforming standard ads in building emotional connection and credibility. Familiar voices drove stronger gains in brand relevance, search intent, and purchase intent—underscoring the influence of the listener-host relationship.

The impact extends to speed of decision-making. Exposure to host-read ads resulted in a 20-point increase in likelihood to purchase within a week. Long-form executions amplified results further, delivering up to twice the recall of shorter ads and boosting near-term purchase intent.

“Listeners develop real relationships with the voices they hear every day,” said Kara Manatt, EVP of Intelligence Solutions at Omnicom Media. “When brands tap into that credibility at scale, the impact is measurable—trusted voices don’t just influence perception, they drive action.”

Dynamic and Interactive Formats Gain Traction

Emerging audio formats are also expanding advertiser capabilities. Dynamic ads tailored to context—such as time of day or listening environment—improved perceived relevance and generated stronger search intent than standard spots.

Interactive, motion-activated units are showing particular promise among younger audiences and those already in-market. By prompting direct listener engagement, these formats drive incremental gains in both search and purchase intent, effectively turning passive listening into active participation.

The study concludes that sequencing multiple formats—combining host-read endorsements with dynamic and interactive elements—can guide consumers from awareness through conversion within a unified audio strategy.

Access the full study HERE.