Message To Advertisers: Align Audio Campaigns With Business Goals.

iHeartMedia is encouraging advertisers to develop audio campaigns around clearly defined business objectives, audience priorities and performance measures, as marketers increasingly combine broadcast radio, podcasts and streaming audio in their media strategies.

The company outlines a six-step approach to planning audio campaigns, emphasizing the importance of establishing goals, selecting audiences, coordinating media channels, developing creative content and measuring results.

The guide recommends that advertisers begin by identifying the specific outcome they want to achieve, whether that involves building brand awareness, introducing a product, generating leads, increasing store traffic or driving sales.

That objective should determine the campaign’s audience strategy, media mix and measurement plan.

The company said advertisers should consider more than basic demographic characteristics when identifying their target audiences. Geographic location, interests, content preferences and listening habits also can help determine whether a campaign should incorporate local or national radio, podcasts or targeted streaming.

iHeartMedia says its broadcast radio stations reach nine out of 10 Americans monthly, providing advertisers with a broad audience base that can be supplemented with more targeted digital audio experiences.

The company recommends assigning distinct roles to each audio platform. Broadcast radio can provide reach and frequency, while podcasts offer opportunities to connect with audiences through programming centered on specific interests, communities and personalities. Streaming audio can provide additional digital reach through targeting based on geography, audience characteristics, content and time of day.

The guide also emphasizes the importance of developing creative content specifically for audio. iHeartMedia recommends that advertisers focus on one primary message and a clear call to action, using conversational language and sound elements that reinforce the brand rather than overwhelm the message.

For host-read advertisements, the company said marketers should provide talent with sufficient direction to maintain brand messaging while allowing for natural delivery.

Campaign coordination is another priority. iHeartMedia recommends aligning audiences, creative, scheduling, calls to action and measurement across platforms so that each element contributes to the same objective.

The company cited research indicating that campaigns with audio exposure first generated an 83% lift in social performance, alongside a 109% increase in digital and social engagement and a 47% increase in branded search activity.

iHeartMedia also highlighted two campaigns as examples of coordinated audio advertising.

A campaign featuring Bobby Bones promoted a charter cruise through radio, podcasts, streaming, social media and digital placements. The company said the campaign generated 1,200 reservations on announcement day and 7,000 during its first month, with 90% of customers identified as new.

An automotive advertiser that combined podcasting with broadcast radio, streaming audio, digital content, social media and live experiences generated 380 million total impressions, including 140 million broadcast impressions and 130 million digital impressions, according to iHeartMedia.

The company said advertisers should establish performance measures before campaigns launch. Awareness campaigns may track brand lift, consideration and message recall, while performance-oriented campaigns may measure website visits, leads, transactions, sales lift or return on advertising spend.

iHeartMedia said a strong campaign brief should include the primary business objective, key performance indicators, priority audiences and markets, timing, available creative assets, desired calls to action and measurement priorities.

The company said those elements can help its advertising team develop a coordinated strategy spanning audience selection, media channels, creative execution and measurement.