To assess the effectiveness of combining podcast advertising with streaming radio ads, we conducted an in-house campaign aimed at understanding how multi-channel audio strategies influence engagement and audience response.
The campaign was designed to determine whether exposure to ads across both on-demand podcasts and live streaming radio would improve brand recall, click-through rates, and overall engagement.
| Metric | Result |
|---|---|
| Total Audio Impressions | 1,912 |
| Listeners Reached | 808 |
| Clicks | 54 |
| Click-Through Rate (CTR) | 2.82% |
| Cost Per Listener (CPL) | $0.047 |
| Cost Per Impression (CPM) | $19.86 |
Click-through rates (CTR) reached 2.82%, significantly exceeding the B2B Google Display benchmark of 0.46%.
Podcasts provided sustained engagement, with a 100% Listen-Through Rate (LTR).
Listeners reached through multiple audio platforms showed stronger interaction compared to single-platform exposure.
This campaign measured the impact of sequential exposure—first through podcast ads, then through streaming radio.
Podcast ads introduced the brand in an on-demand environment where listeners were highly engaged.
Streaming radio ads reinforced the messaging in a more real-time, passive listening setting.
📌 Observation: The combination of intentional podcast listening and passive radio exposure likely contributed to higher-than-average engagement rates.
Podcast listeners tend to be more engaged and focused on content, making the audio ad experience more immersive.
Click-through rates were 5.3x higher than display ad benchmarks.
Listeners were more likely to act after hearing the ad in an on-demand setting.
📌 Observation: Podcast ads provide longer, uninterrupted exposure to messaging, which likely influenced the high engagement.
Unlike podcasts, streaming radio reaches audiences in real-time, across various activities like commuting, working, or relaxing.
CPM of $19.86 indicated an efficient cost structure for reaching a large audience.
Listeners were exposed to ads in a passive listening environment, complementing prior engagement from podcasts.
📌 Observation: While radio ads may not generate the same direct action as podcasts, they play a key role in reinforcing brand recognition.
🔹 Multi-channel exposure improves engagement. Listeners exposed to ads across both podcasts and streaming radio showed higher-than-expected CTRs.
🔹 Podcast ads generate higher immediate action. Listeners are more likely to click an ad after hearing it in a podcast setting.
🔹 Streaming radio increases brand reinforcement. The broader audience reach helps sustain messaging over time.
This campaign demonstrated that combining podcast and streaming radio advertising leads to stronger audience engagement and higher click-through rates than single-channel approaches.
📌 Next Steps: Future campaigns can test variations in ad sequencing, audience segmentation, and messaging optimization to further refine multi-platform audio strategies.