New Study from Oxford Road Reveals How Audio Fuels Branded Search

Jan. 06, 2025

Oxford Road, the world's largest podcast agency and a market leader in creator-based video advertising, announces the release of "The Sound of Growth: How Audio Fuels Branded Search". The surprising new study reveals how podcasts, streaming and radio fuels action in its audience, showing that audio drove an average of 18% of clients’ branded search volume. For brands, this revelation recasts audio as a key driver of discoverability, credibility, and demand.

Based on data from $400M in cumulative audio campaigns over 30+ years of client spending, the study not only provides clear evidence that audio ads meaningfully drive consumer awareness and action, but that brands making heavy investments in audio can see it drive as much as 40%+ of branded search volume. The study also suggests that audio’s impact on search volume can last for weeks after the initial investment, helping marketers refine flighting, better manage expectations, and more accurately deliver on their goals.

Oxford Road EVP, Strategy Giles Martin said:

“Our findings give evidence for what we’ve always believed – that audio marketing not only inspires action in its listeners but that it requires an investment mindset to reap the full benefits. Usually, large volumes of website activity are attributed to search, and the investment in paid search is often credited. Misunderstanding the role and drivers of search can mislead executives, misallocate investments, and inhibit growth. This new perspective is an opportunity for marketers to bridge attribution gaps, challenge short-term biases, and strategically position audio as a key driver of sustained brand growth.”

 

The report also reveals:

• Audio has both an immediate and delayed effect on search, with lagged impacts sometimes lasting weeks after the initial investment
• Lagged effects are more pronounced for B2B brands or products with longer consideration cycles, with more immediate impacts and quicker decay rates for B2C brands with shorter purchase cycles with a heavy focus on promotional offers and short-term sales
• Consistent audio investment builds stronger brand response over time, leading to higher search volume compared to brands with sporadic or limited investment.

The report comes on the heels of Insignia Capital’s acquisition of Oxford Road and Veritone One, uniting the two agencies to address a critical gap in the market, offering brands unparalleled access to best-in-market expertise in podcasting, streaming audio, radio, and creator-based video channels. The industry-redefining deal puts the company at the forefront of audio innovation, while also underscoring how central audio is to reshaping the future of marketing.

Martin continued:

“Marketers should not underestimate the role of audio in driving both short-term performance and ‘mental availability. Improved awareness, recall, consideration, intent, and credibility are the types of measures that underpin this boost in search activity. Leading brands strategically leverage audio smartly across the full funnel by delivering short-term high-intent traffic, efficient customer acquisition, expanded reach and awareness, and priming future demand that can deliver returns for quarters and years to come.”