In a world of endless screens and scrolling, there’s one medium cutting through the noise: audio. Whether it’s a podcast during a morning walk, radio in the car, or streaming music while working, audio is having a major moment.
For brands, that means one thing: it’s time to start listening.
At Bench Media, we’ve helped brands across retail, finance, education and entertainment integrate audio into their media mix – not as an add-on, but as a high-impact, high-recall channel that drives measurable results. From national campaigns to precision-targeted streams, audio is proving to be one of the most agile, cost-effective, and brand-safe media formats available today.
Audio Is Everywhere – And People Are Listening
Audio consumption is surging in Australia. According to the IAB Australia Audio Advertising State of the Nation Report, over 85% of Australians aged 14+ listen to some form of audio each week, and digital audio streaming now reaches more than 17 million people monthly.
This isn’t just a trend, it’s a fundamental shift in how people consume content. In an era of multitasking and mobile lifestyles, audio fits seamlessly into daily routines. It’s hands-free, screen-free, and present in moments other media can’t reach. That ubiquity is what makes audio such a powerful branding tool -and smart marketers are taking notice.
Digital Audio: Where Targeting Meets Engagement
Digital audio offers everything advertisers love: precision targeting, programmatic delivery, and dynamic creative. Whether you’re reaching young professionals on Spotify, true crime fans via podcasts, or gym-goers through streaming radio apps, audio gives you granular control over who hears your message and when.
Unlike visual formats fighting for attention, audio is a one-on-one experience. Delivered directly into headphones, cars, or smart speakers, it creates an intimate, high-attention environment that fosters brand recall and message retention.
And here’s the kicker: audio ads are quick and affordable to produce. Compared to video or large-scale creative campaigns, a compelling voiceover or catchy jingle can be developed and launched rapidly, often at a fraction of the cost. And when it works, it really works – just think about all those jingles that still live rent-free in your brain. That’s mental availability in action, and it’s a huge asset in competitive markets.
At Bench, we’ve seen digital audio deliver both upper and mid-funnel results. One financial services client, for example, used programmatic podcast ads to reach time-poor professionals, generating a significant uplift in brand search volume within weeks of launch.
Traditional Radio: Still a Mass-Reach Powerhouse
Don’t underestimate traditional radio’s impact. Radio advertising remains one of the most trusted and wide-reaching media formats in the country. Commercial radio alone reaches over 80% of Australians weekly, especially during high-attention windows like morning and afternoon commutes.
And it’s not standing still. Many radio networks now offer simulcast streaming, catch-up content, and data integration, blurring the lines between traditional and digital. This makes radio a more dynamic and measurable channel than ever before.
At Bench, we often use traditional radio to build mass awareness, then layer in digital audio to drive frequency and precision targeting. It’s a full-funnel approach that amplifies impact across audiences and devices.
Audio Works Best When It’s Integrated
Digital audio and traditional radio work best together. By combining the scale and credibility of radio with the targeting and tracking of digital, brands can create campaigns that are both broad and personal.
For example, a national retailer might use radio for scale and supplement it with Spotify or iHeartRadio to target specific age groups, interests or postcodes. Bench regularly advises clients on how to balance spend across both formats to maximise reach and ROI, backed by:
- Real-time audience insights
- First-party data integration
- Platform-level performance analytics
The result? A seamless strategy that delivers consistency in message, tone and performance across the audio landscape.
Measurement & Optimisation
Today’s audio campaigns are more measurable and optimisable than ever. Depending on the platform, advertisers can track:
- Impressions and listen-through rates
- Cost per thousand (CPM)
- Brand lift studies and recall surveys
- Attribution insights, including post-listen website visits or footfall uplift
At Bench, we offer clear, transparent reporting so brands know exactly how their audio investments are performing, and where the next opportunity lies. We also support A/B testing of different voice styles, creatives, and calls to action, helping you continuously improve your messaging over time.
Why Bench Is Bullish on Audio
With more than a decade of experience in multi-channel media buying, Bench has seen audio evolve from a supporting act into a star performer in the media mix. It’s cost-efficient, emotionally powerful, and often underutilised, creating a competitive edge for brands that invest now.
We combine strategic planning, campaign execution and real-time optimisation to ensure your audio campaigns hit the right notes – whether it’s through digital, traditional, or both.
And because we’re channel-neutral, we’ll always recommend what’s best for your goals, not ours.
Ready to Tune In?
Audio is no longer background noise, it’s a powerful channel that speaks directly to your audience. With low production costs, high engagement, and serious recall potential, there’s never been a better time to turn up the volume.
Contact us to talk about how audio advertising can work for your brand.
Frequently Asked Questions (FAQs)
- What types of businesses should advertise on audio platforms?
Audio works for a wide range of industries – from retail and eCommerce to finance, healthcare, education and entertainment. If your audience listens, you can reach them. Audio is especially effective for building brand awareness and staying top-of-mind. - Is digital audio advertising expensive?
Not at all. Audio is one of the most cost-effective ad formats. With lower production costs compared to video, and highly targeted buying, it’s accessible even for smaller budgets. A great voiceover or jingle can often outperform more expensive creative formats. - What’s the difference between digital audio and radio advertising?
Digital audio includes ads served through streaming platforms like Spotify, podcasts, and online radio. It offers precise targeting and detailed reporting. Traditional radio, meanwhile, is broadcast and offers mass reach. A hybrid approach often delivers the best results. - Can I measure the performance of an audio campaign?
Yes. Digital audio provides detailed metrics such as impressions, listen-through rate, completion rate, and brand lift. Some platforms also offer attribution data that can link ad exposure to website traffic or conversions. - What kind of creative performs best in audio ads?
Clarity, authenticity, and repetition work well. A friendly voice, memorable jingle, or strong call to action can leave a lasting impression. At Bench, we can help you craft creative that cuts through and converts. - How long should an audio ad be?
Most audio ads range from 15 to 30 seconds, though some platforms support longer native content for podcasts. The best length depends on your message, placement, and audience.
