The Marketing Millennials

209: Why Audio is One of the Most Powerful Tools in Marketing, with Paul Suchman

Nov 7, 2023

42:43

Snipd AI

Paul Suchman, CMO at Audacy, Inc., discusses the power of audio media consumption in marketing. He highlights the scientific tracking abilities of audio advertising and offers tips on investing time and resources into podcasting. Paul emphasizes the effectiveness of organic and authentic advertising efforts and the trust people have in audio as a medium. He also explores the challenges faced by marketers without ownership of a revenue number and the growing popularity of podcasts.

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Quick takeaways

Audio advertising offers precise targeting and measurable performance, making it a powerful medium for advertisers.

To achieve excellent results in audio advertising, it is important to leverage the unique nature of the medium by incorporating host-read ads and tailoring creative to its distinct strengths.

Deep dives

Audio: A Powerful and Engaging Media

Audio is a versatile and engaging medium that offers deep engagement and selling potential for advertisers. It can reach audiences throughout their daily routines, accompanying them in various activities. With the increasing consumption of audio content, it is challenging video as the dominant media form. Despite this, advertisers are not allocating a proportional amount of their media budgets, making it an untapped goldmine. Audio offers precise targeting and measurable performance, making it a powerful and effective medium for advertisers. Additionally, it provides ample opportunities for creators to connect with audiences at scale.

Introduction

3min

The Power of Audio in Marketing

18min

The Power of Audio in Marketing and Building Trust

4min

The Power of Audio in Marketing

9min

The Challenges and Importance of Marketing in an Organization

2min

The Power of Audio in Marketing

4min

Audio is the most trusted medium out there— so why aren’t more marketers utilizing it to boost their brand strategy?

Paul Suchman, CMO at Audacy, Inc., drops the studio to chat with Daniel about the power of audio media consumption and discloses how marketers can leverage it as a holistic part of their native advertising strategy.

With multiple ways to measure traffic and attribution rates, audio advertising still remains one of the most scientifically trackable mediums out there. Paul explains how to leverage those statistics and the best ways to invest your time and resources into podcasting. Later, he also breaks down why organic and authentic advertising efforts are the best strategy for any creator.

So whether you’re curious about the impact of audio or looking to start your own audio channel, you won’t want to miss this unique glimpse into the industry from one of its foremost experts!

Audio is the most efficient and effective media. Audacy’s State of Audio provides a practical playbook - planning tips, creative how-to’s, innovative trends - all to help our advertisers level up their Audio game.

Visit stateofaudio.com to learn more.

Learn More About Audacy, Inc.:

Website: https://www.audacyinc.com

Follow Paul:

LinkedIn: https://www.linkedin.com/in/paul-suchman-4310601/

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:

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