Do I need to sell online and have a store to benefit from Bench Commerce & Retail Media?

Not at all. Whether you operate purely online, have a physical store, or stock your products at major retailers, we can design a strategy tailored to your business configuration and needs.

Can you help me get stocked at Coles or Woolworths?

While our focus is on media and advertising, we can connect you with trusted partners who specialize in navigating the retailer stocking process for Coles and Woolworths.

Is it expensive? What’s the minimum investment?

To fully benefit from Bench Commerce & Retail Media, a reasonable budget is recommended to achieve impactful results and gather meaningful data for optimisation. Contact us, and we’ll guide you through the best investment strategy for your brand.

Connect with your audience’s ears and hearts with Audio advertising

Tap into an engaging and immersive channel to reach a carefully curated audience aligned with your brand.

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What is Audio advertising?

Audio advertising is a medium for reaching consumers on the go. It includes traditional radio ads—audio segments purchased from radio stations—and digital audio ads broadcasted via streaming apps such as Spotify.

Audio ads are omnipresent throughout the day, from morning workouts and commutes to work hours and bedtime. Notably, podcast consumption has surged, with listening time more than quadrupling over the past decade. In fact, 23% of listeners report spending 10+ hours engaging with podcasts weekly.

Traditional Radio Ads

Traditional radio advertising (including digital radio) can be divided into three main types: broadcast ads, sponsorship ads, and live reads.

Broadcast Ads: Typically 10 to 30 seconds long, these ads play between music or programming segments.
Sponsorship Ads: Linked to specific segments like traffic or weather updates.
Live Reads: Ads read by presenters that endorse a brand, similar to influencer marketing.

Radio ads are directly booked with radio stations, allowing you to tailor your campaign based on duration, ad type, specific shows, times of day, and days of the week to suit your target audience and budget.

Please note that traditional radio advertising requires advance planning, booking, and negotiation, as spots can fill up quickly, particularly for popular shows and peak periods like the End of Financial Year or holiday season.

Streaming and Podcasts ads

Streaming audio ads, commonly 15, 30, or 60 seconds long, play before, during, or after streaming sessions. These can be either skippable or non-skippable, with options for sequential ad storytelling to enhance brand recognition and engagement. Additionally, podcast hosts can be engaged to promote products directly within their episodes.

Podcasts are a significant subset of streaming ads. Around 4 million Australians listen to podcasts weekly, averaging 7 hours per week, with a strong presence of Millennial and Gen Z listeners.

Audio ads can target audiences based on listening preferences and habits, from true crime podcasts to relaxing music playlists, whether listeners are at home, commuting, or at the gym and even the type of vehicle they drive as well as their level of affluence. Programmatic audio advertising offers opportunities to re-engage audiences across other channels, enabling retargeting and cross-channel campaigns.

Studies show audio ads can achieve high brand recall, with 60% of podcast listeners reportedly making a purchase after hearing an audio ad.

Our Audio Advertising Partners

How to use Audio Advertising in a media campaign?

Audio advertising is an effective and strategic addition to media campaigns. While visual ads compete in a crowded landscape, audio ads cut through with auditory impact, creating an immersive experience that integrates seamlessly into the consumer journey.

Additionally, audio advertising benefits from robust data derived from listeners’ habits, enhancing precise targeting in a brand-safe environment.

Audio advertising is cost-effective. Producing quality audio ads often requires less investment than visual ads. While a significant budget can enhance results, the relatively low entry costs and attractive inventory prices allow for testing and optimisation throughout the campaign.

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Frequently asked questions

How do I start creating an audio ad? Do I need a voice actor?

Creating an audio ad might be simpler than you think. Many online tools guide you through the entire process, from scriptwriting to selecting a voiceover artist, giving feedback, and handling revisions. This process is often quick, seamless, and cost-effective. Contact us if you need guidance on creating an Audio ad that fits your campaign goals
Is audio advertising expensive?

The cost of audio advertising can vary depending on your goals and budget. Programmatic digital audio ads offer the most accessible entry point, with precise targeting and a flexible budget, allowing for testing and optimisation that can improve performance over time. For traditional radio, costs are influenced by factors like the station, show, audience size, time of day, campaign dates, duration, and the number of spots booked. Similarly, when advertising directly with specific podcasts, rates can vary significantly based on the podcast’s niche, reach, and popularity
Will audio advertising alone grow my business?

Audio advertising is a powerful medium, but its impact is often amplified when integrated with other channels as part of a holistic, multi-channel media strategy. Combining audio with complementary channels can help maximise results and drive stronger business growth. Contact us to discuss a tailored approach for your brand
How do you measure Audio Advertising effectiveness?

To measure the impact of audio ads, brand awareness lift is a key metric. This can be evaluated through surveys, interviews, and focus groups to assess brand recall, positive sentiment, and purchase intent as a result of hearing your ad.

Reach and frequency are also valuable metrics, helping you understand how many people heard your ad and how often.

Digital audio ads have the added advantage of tracking and tagging audiences, allowing you to track conversions across channels and measure the ad’s impact on overall ROI. This also supports re-engagement opportunities across different channels, with tailored messaging based on previous interactions.

For traditional radio ads, while tracking is less precise, you can encourage listeners to visit your website by mentioning a URL in your ad. Monitoring traffic spikes and activity right after your ad airs can provide insight into its effectiveness
What targeting options do I have? Am I restricted to selecting specific shows?

While targeting specific shows based on their audience can be highly effective, you’re not limited to just that approach—especially with programmatic audio ads. Programmatic buying offers a variety of targeting options leveraged by high-accuracy data, including demographics, devices, time of day, location, weather conditions, driving mode, and even past interactions with your brand
Can I avoid certain shows or songs to maintain my brand’s image?

Yes, if there are specific shows or music genres you’d prefer not to associate with your brand, you can exclude them from your placements. Content filters can also be set to avoid material with explicit language or mature themes. When using programmatic buying, these exclusions can be added to your targeting criteria. If booking directly with a radio station or podcast, you can simply make these requests

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Connect with your audience’s ears and hearts with Audio advertising