Beyond Branding: Audio Is Ready for the Mid and Lower Funnel
Originally featured on & interviewed by Adzine.
Audio has traditionally been viewed primarily as a branding tool in the media mix. However, campaigns can now be linked to website visits, store visits, and other specific actions. This makes the channel more attractive for mid- and lower-funnel goals, but it also increases the demands on the adtech infrastructure running the campaigns. In this interview, Ina Börner, Head of Sales & Market Growth DACH at audio specialist Audion, explains the role of creative and context, how to measure impact when clicks are absent, and where AI can provide support in the campaign process.
Audio has primarily been considered a branding channel. Now you're talking about "performance audio." Cynics might say it's just a new sales pitch. What's the story behind it, Ina?
Ina Börner: We don't want to reduce audio to just branding. But branding is important for brands and plays a major role, especially in building a community. Therefore, you shouldn't focus everything on performance.
In my view, the performance-based use of audio is underestimated. It's important to clarify that we're talking about digital audio, not just traditional digital audio ads. This also includes sponsored ads, host-read ads, and podcasts. Furthermore, performance doesn't automatically translate into a purchase. We also see different levels of performance in programmatic advertising. The crucial factor is that there's a measurable result.
Where is digital audio still underestimated in the funnel today?
Ina Börner: Definitely in the mid- and lower funnel, because that's where we can deliver measurable results. In my view, the technological gap isn't the big problem. It's more about the perception of the channel.
Audio originates from a traditional background and is strongly associated with radio. Now the market needs to learn what additional benefits digital audio can offer and how to measure its impact.
You often can't react immediately to an audio ad, for example while jogging. What signals then indicate that a campaign has been effective?
Ina Börner: We work closely with third-party measurement providers for this, so the measurement isn't done solely by us. I wouldn't equate a click with advertising effectiveness. This also applies to other channels. Audio, in particular, is frequently used when you don't want a screen in front of you, for example, while commuting, exercising, or cooking. In such situations, I still hear and register advertising.
For example, we can analyze ad recall and consideration, as well as measure drive-to-web or drive-to-store. For a campaign in the German market, we worked with YouGov and defined customer-specific questions in advance. The panel then allows us to analyze whether the advertising was noticed, how the commercial was received, and whether the willingness to engage more deeply with a product has changed.
Ad recall and consideration are classic brand metrics. How do you get closer to concrete outcomes like website visits, store visits, or purchases?
Ina Börner: For drive-to-store or purchases, we integrate a pixel from a measurement partner who handles the measurement in the background. We frequently use such approaches for drive-to-dealership, especially with car brands, and can, for example, guide users to the nearest branch. The campaign idea itself isn't new – it's also been used in traditional radio. However, digital audio offers us different targeting options and additional measurement possibilities.
Which measurement partners do you work with specifically?
Ina Börner: For drive-to-store and purchase measurement, we work with Okube, among others. For other measurements, we use Veritonic, for example. For geo-data, we work with Adsquare, and for brand surveys and brand lift studies, we use YouGov and Happydemics, among others.
We are not limited to specific third-party providers. These are initially partners with whom we also work in the German market, and we will use them as a basis for monitoring how requirements evolve.
A performance spot must ultimately trigger some kind of action. What must the creative work achieve to make that happen?
Ina Börner: Creativity is extremely important, because technology can't save a poorly conceived idea. A commercial must clearly communicate which product it's about and what its core message is.
Relevance, context, and authenticity play a crucial role. If clients don't produce their own commercials, we have our own production studio and can create different language versions. Currently, we continue to work with human voices. We review the brief with the client and consider, for example, which voice best suits a target audience. Different versions can then be used for different audiences.
Another topic is Dynamic Creative Optimization. This principle is familiar from display advertising or digital out-of-home advertising. In audio, too, different versions can be played depending on the time of day, target group, or usage situation. For example, a different message might work in the morning than in the evening or while exercising.
Digital Content Analytics (DCO) isn't necessary for every campaign. However, it can help build a compelling story and better tailor the creative to the specific moment of use. The ad should get to the core message as quickly as possible. Users shouldn't have to wonder at the end what the ad was actually advertising.
That also applies to a branding spot. What specifically distinguishes a performance spot?
Ina Börner: In a performance campaign, the creative work must be more closely aligned with the specific campaign goal. If the goal is, for example, drive-to-web or drive-to-dealership, the ad should be structured accordingly and include a suitable call to action.
Our AI also supports us in this process. Before a commercial goes live, we can analyze it based on the briefing. For example, we specify the target audience and the desired outcome. We can then check whether the commercial meets these criteria.
A client recently gave us an earlier commercial for analysis. The commercial itself was fine, but the campaign goal was to drive traffic to the website, and it lacked a clear call to action.
These aren't fundamentally new insights. However, they're frequently overlooked in practice. Anyone planning a performance campaign must align creative concept, target audience, and desired outcome. A prerequisite for this remains attention: if no one is listening, even the best call to action is useless.
Where else are you already using AI and automation?
Ina Börner: We don't want to automate everything just because it's technically possible. For example, we're not currently automating the production of voiceovers and commercials.
We use automation and AI for targeting and context analysis, among other things. This allows for better implementation of contextual targeting. Technology can also support planning: Which environments are suitable for a briefing and a specific target group?
In addition, there are DCO logics and the analysis of creative work. With our AI, for example, we can upload client briefings and review commercials that we didn't produce. Technology is becoming more prevalent in these areas than ever before.
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About Audion
Founded in 2018 by Arthur Larrey and Kamel El Hadef, Audion has established itself as the go-to partner for digital audio solutions for brands and their media agencies. With a technology-driven and AI-powered approach, Audion transforms audio into a high-performing, controllable, and measurable media lever across the entire marketing funnel.
Leveraging proprietary technologies integrated with artificial intelligence, Audion designs, activates, and optimizes results-oriented audio campaigns capable of delivering tangible outcomes - from brand awareness to business performance.
With offices in Paris, New York, London, Milan, Brussels, Amsterdam, and Hamburg, Audion brings together a team of 50 experts dedicated to helping advertisers unlock the full strategic and operational potential of digital audio.
Website: www.audion.ai
