Most marketers already have sound strategies in place and are working tirelessly to maintain efficiency and drive growth. But even the best plans face headwinds, like shifting consumer behaviors, tighter budgets, and rising expectations for measurable ROI. The good news? There are simple, accessible ways to turn steady performance into strategic growth by focusing on strategies that align with real-world habits and deliver measurable impact.

1) Build a Media Mix That Matches Real Behavior

Consumers are everywhere but the way they actually spend time with media often surprises marketers. Many brands still over-index on video or social, assuming audio is secondary. In reality, audio dominates daily routines, from commutes to workouts, creating unmatched opportunities for reach and engagement.

AM/FM still accounts for 64% of daily ad-enabled audio listening, and iHeart reaches 9 in 10 Americans every month. Under-50 audiences spend more time with radio than TV, and Gen Z listens to nearly twice as much radio as TV.

In one campaign, a leading tech brand tapped into this by creating a cross-platform audio strategy during the peak holiday season. They started with broadcast radio in key markets to build awareness among gamers, layered in podcasts and streaming to drive conversions, and used host-read creative from trusted personalities to deepen engagement. The campaign ran continuously through Q4 with a heavy-up around Cyber Monday to stay top of mind during high-intent shopping moments.

Results from this example:

• 1.1M+ attributable web visits
• $6.2M+ in attributable sales
• $19.50 ROAS from digital audio alone

Best Practice: Build your media mix around actual consumer behavior—not assumptions. Audio can anchor awareness and complement digital for conversion when integrated strategically.

2) Make Channels Work Together

Marketing works best when channels amplify each other. Research shows that adding audio can lift other channels—social performance can see 83% lift and digital engagement can increase 109%.

For example, a major university used audio as the foundation of its enrollment campaign, combining broadcast endorsements with traffic updates to reach audiences during high-attention moments. Podcasts extended the message to prospective students, while paid social retargeting reinforced it after audio exposure. This integrated approach ensured consistent messaging across platforms and aligned with key enrollment periods for maximum impact.

Results from this example:

• 309% increase in new web visitors
• 2030% increase in new visitors via paid social

Best Practice: Use audio as the connective tissue—start with broadcast radio reach, then retarget exposed audiences in social and search to maximize ROI.

3) Build Trust Into Your Marketing

Authenticity drives action, and audio delivers it through trusted voices. Studies show 78% of listeners trust product recommendations from their favorite radio hosts, making endorsements a powerful lever for credibility.

One consumer goods brand leaned into this by running host-read ads across a popular podcast network and sponsoring a well-known segment to create buzz. They also engaged talent directly to craft messaging that resonated with listeners, reinforcing trust and connection.

Results from this example:

• 61% boost in brand awareness
• 4% increase in sales share

Best Practice: Tap into trusted voices—endorsements from personalities your audience knows and loves can build credibility faster than generic ads.

4) Make Audio Creative Work Harder

Attention is scarce, but podcasts capture it better than most channels, driving 65% more attention than typical digital ads.

A beauty brand launching a new product needed speed and impact, so they partnered with iHeart to develop authentic creative voiced by top personalities. Broadcast endorsements built initial awareness, while podcast host reads and streaming audio extended reach. The creative was designed to reflect the brand’s values and included a strong call-to-action to drive conversions during the campaign window.

Results from this example:

• 624% increase in web traffic
• 9,943 conversions attributed to campaign

Best Practice: Invest in creative that feels personal. Host-read ads and storytelling formats often outperform generic scripts.

5) Look for Accountability

Performance matters, and audio can prove it. Industry benchmarks show radio delivers an average 8:1 return on ad spend, nearly double social benchmarks.

One tech company looking to scale beyond social tested audio first, then expanded based on results. They partnered with sports influencers for broadcast and podcast messaging, added traffic updates for frequency, and used attribution tools to measure web lift and conversions. This data-driven approach validated ROI and informed future investment decisions.

Results from this example:

• 180% web lift
• Daily sales up nearly 400%

Best Practice: Expect measurement & attribution tools to connect exposure to outcomes to optimize and make informed decisions about where you’re spending.

Growth Is a System, Not a Channel

Audio is a powerful growth tool; it performs with efficiency, it strengthens your entire media plan and it makes every channel you’re already running more effective.

Results shown are from specific campaigns and may vary based on objectives, market conditions, and execution. These examples illustrate what’s possible when strategies are aligned with audience behavior and optimized for performance.

Grow with iHeart. Let’s talk.