A new report from the World Advertising Research Center (WARC) called \u201cThe Multiplier Effect\u201d is highlighting a reality that audio proponents have long advanced: successful brands are combining brand and performance \u2014 with audio a key catalyst in the process.<\/p>\n
The WARC report, which Audacy Senior Director, Research & Insights Reggie Shah writes is \u201calready generating buzz across the marketing world,\u201d was developed with Analytic Partners, Prophet, BERA, and System1.<\/p>\n
The study, which draws on data from more than 1,000 brands, highlights direct-to-consumer mattress brand Saatva, which shifted some of its marketing investment from paid search to audio, including radio and podcast advertising.<\/p>\n
\u201cThat move led to a spike in branded search, stronger revenue, and better margins, even as their overall category was in decline,\u201d Shah writes. \u201cAudio wasn\u2019t just supporting awareness. It was delivering real revenue results.\u201d<\/p>\n
The WARC report also illuminates a gap in how many advertisers measure media impact, the Audacy piece says. \u201cAttribution models often over-credit channels like paid search and under-credit the influence of Audio,\u201d Shah writes. \u201cIn fact, up to 30 percent of search clicks are actually driven by exposure to other media like video and Audio. But because those actions happen upstream, they rarely get the recognition they deserve.\u201d (For more on how audio drives branded search, click HERE.)<\/p>\n
\u201cWhat sets Audio apart is its ability to drive both long-term brand growth and short-term sales,\u201d Shah writes. \u201cIt helps build emotional connection and memory structures that influence buying behavior, while also encouraging immediate action when paired with tactics like search. That\u2019s the essence of the multiplier effect: brand times performance, working in tandem.\u201d<\/p>\n
The WARC report also finds that brands that \u201cbalance brand-building and performance marketing efforts\u201d are far more effective than brands that put all their eggs in one basket; and winning brands regularly employ the same creative assets across TV, search, and Audio \u2014 creating a stronger, more recognizable story.<\/p>\n
WARC says the highest-performing brands usually dedicate at least 30% of their budgets to equity-focused campaigns, usually including radio and digital Audio.<\/p>\n
\u201cWhat are leading marketers doing differently? They\u2019re embracing Audio as a full-funnel tool, not just a branding vehicle,\u201d Audacy says. \u201cThey\u2019re investing in better measurement practices that reflect Audio\u2019s true value. They\u2019re building creative strategies that work across channels. And most importantly, they\u2019re bringing brand and performance teams together to work from shared goals.\u201d<\/p>\n
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