The 30-second sweet spot – how to land an effective audio ad

Jo Bowman

Thirty-second audio ads represent a sweet spot for informing listeners and holding their attention, according to a study by analytics firm Veritonic and media company Audacy.

Thirty-second audio ads represent a sweet spot for holding attention and impacting consumers, a study of 2,400 audio listeners in the US has found.

Korri Kolesa, Chief Revenue Officer at research and analytics firm Veritonic, and Jenny Nelson, EVP, Marketing Solutions and Strategy at media company Audacy, discussed the findings of the organizations’ joint research project at the Advertising Research Foundation’s (ARF) 2022 AUDIENCExSCIENCE conference.

The findings they reported were based on tracking the impact of 49 audio spots for brands in a wide range of categories, from automotive and financial services to retail and professional services. Participants in the...

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