Sound is one of the most powerful tools in a marketer’s arsenal. It sparks imagination, builds emotional connections, and activates memory in ways other media can’t. Yet despite its proven impact, audio is still underrepresented in measurement frameworks and undervalued in marketing strategies.

Marketers are asking, “What role does audio play in omnichannel marketing strategies?” The truth is, audio belongs at every stage of the funnel. Why? Because sound taps into the brain’s emotional core—the foundation of consumer behavior and decision-making. That’s what makes audio such a critical driver of both brand building and performance.

From there, the next question naturally follows: is audio getting the credit it deserves in today’s measurement models? The answer to that will shape how we plan, measure, and invest moving forward.

Bridging the Perception Gap

Despite clear evidence of audio’s effectiveness, many marketers still underestimate its impact. This perception gap persists even as research shows audio drives both reach and conversion while amplifying other channels like search and social. The result? Brands leave growth on the table. Audio is under-utilized relative to its value, making it one of the most strategic opportunities in the media mix.

It’s time to shift the mindset: audio isn’t a nice-to-have—it’s a high-impact channel that deserves a leading role in your strategy.

So how do advertisers evaluate audio advertising effectiveness?

Marketers often ask which metrics matter most in an audio campaign. The best place to start? Focus on the data that reveals how the brain responds—because that’s where real impact begins.

Studies in neuroscience reveal that 95% of decision-making is done subconsciously². Audio uniquely taps into this space, creating memory and emotional resonance that influence behavior. Unlike visual media, sound bypasses rational processing and connects directly to the brain’s emotional centers—making it uniquely powerful for memory encoding and decision-making. Research from Neuro-Insight reinforces this¹

• +66% increase in likeability when ads are heard in a high-quality audio environment.
• +24% increase in memory encoding when sonic branding is incorporated.

These findings highlight audio’s ability to drive long-term brand equity and influence consumer behavior in ways that traditional metrics often overlook.

Audio as a Multiplier

Audio doesn’t just perform on its own, it makes other media work harder. By positioning audio as a strategic multiplier, marketers can unlock incremental value across the entire media mix.

When marketers know this, audio can be positioned as a strategic investment that amplifies other channels, not just as a media line item.

Audio isn’t just another channel, it’s a proven growth driver backed by data and neuroscience. Discover how audio can amplify your marketing strategy and deliver measurable ROI.

Connect with an iHeartMedia Audio Expert Today.