Car dashboard with radio on, a man's hand on the steering wheel

Extend your Property Campaign’s Reach with Audio Marketing

December 8, 2024 | Media Plus

We consider audio an integral part of a property marketing campaign when the objective is to generate awareness and brand recognition.

Audio consumption is strong in Australia; 94% of Australians consumed audio in the last week, according to The Infinite Dial 2024 Study by Edison Research. With a number that high, the advantages of audio marketing can’t be ignored.

That being said, we understand there are still some doubts about the efficacy of audio, which is why we’ve put together some key insights on how audio can help your property marketing campaign perform.

Audio offers great opportunities for reach and attention.

In their Hear & Now industry sessions earlier this year, Nova Entertainment shared a number of insightful statistics on the power of audio. Several stood out to us, starting with data on attention. Audio holds 92% attention, with 41% of audio ads generating correct brand recall (Lumen Dentsu Attention Economy Study).

Australians who consumed audio in the last week – 94%    41% of audio ads generate correct brand recall

This attention factor, combined with the opportunities a large audience of Australians provides, offers an effective way to extend a campaign’s reach and brand awareness. This is particularly relevant for home builders and new land estate launches, along with brand campaigns such as our 100-year campaign for Frasers Property Australia.

These benefits don’t just apply to metro listening areas, either. Regional listening is a growing area for audio, especially as city dwellers continue to flock to regional areas to escape cost-of-living pressures. Southern Cross Austereo, one of Australia’s largest media companies, has seen a 25% increase in their regional audience between the financial years of 2020 to 2024.

Audio makes other channels perform better.

When we look outside of audio-only results, we see additional benefits of audio marketing. Radio, when integrated into a media campaign, actually makes other channels perform better by increasing performance metrics such as ad clicks, page engagement, increased conversions and reduced CPLs.

Incremental reach on channels when radio is added into mix

According to data from Nielsen Consumer & Media View, several channels experience significant incremental reach on people aged 25-54 when radio was added into the media mix.

We’ve seen our own results from integrating audio into campaigns. For one client, we ran audio and podcast activity from October 26 – November 10, and saw the following month-on-month results across the paid Google campaign (noting Google spend had not increased over this period):

  • 1,333% increase in conversions
  • 821% increase in impressions
  • 86% decrease in the cost per lead

We also saw brand terms and searches increase over this specific period.

For socials, we saw similar spikes over this period (noting social spend did not increase either), including a 592% increase in web conversions.

A mix of live and on-demand audio is most effective.

Live audio refers to broadcast AM/FM or live-streamed radio, while on-demand audio refers to mediums like music streaming and podcasts. Both achieve different things, and a mix of the two often complement each other.

Live audio sees best results for reach and brand awareness/recall, while ads in on-demand audio, such as podcasts, can be more targeted.

81% of podcast listeners take action as a result of listening to audio ads in a podcast

Podcasts, in particular, represent a unique opportunity to reach an engaged Australian audience. We’re the most prolific consumers of podcasts in the western world, with 48% of Australians aged 12+ having listened to a podcast in the past month.

Podcast listeners are also the most engaged, outperforming social media, TV and YouTube, with 81% of podcast listeners having taken action as a result of listening to audio ads during a podcast.

It’s a medium highly worth considering if it aligns with a campaign’s objective or strategy.

Is it time to add audio into your property marketing campaign?

We’re experts in strategising multi-channel campaigns that both build awareness and generate leads. Knowing when and how to utilise audio can maximise a campaign’s performance in the areas of brand awareness and recognition, and make your budget work smarter.

To discuss your next campaign, reach out to our Managing Director, Ant Bray, at anthony@mediaplus.com.au.