Sonic boom: How digital audio can help Retail and CPG brands win the path to purchase

13 min read

WARC Exclusive, May 2023

Summary

This report, in partnership with audio platform Spotify, explores digital audio’s role along the marketing funnel for the CPG and Retail sectors in North America and Europe.
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As the path-to-purchase evolves and marketers seek improved ROI, Retail and CPG brands are rethinking their media strategies.
Consumer demand for digital audio is growing, but there is still a striking imbalance between share of investment and share of consumption.
Studies have shown digital audio to be highly effective across the path-to-purchase, with average engagement levels 14% higher than TV, 18% higher than social media and 23% higher than terrestrial radio.

Read the industry expert interviews

IKEA’s Vala Magnadottir on the fast-changing media landscape and developing a measurement framework that keeps pace

Vala Magnadottir
IKEA

Unlocking the full-funnel opportunity in CPG and retail with Instacart CMO Laura Jones

Laura Jones
Instacart

PepsiCo’s approach to the new path to purchase and changed dynamics in marketing for a fast-evolving world

Atin Kulkarni
PepsiCo

Enabling brands to evolve from advertising to engagement at Nestlé USA

Rene Lassauzet
Nestlé USA

Why Kellogg’s takes an impact-first approach to every aspect of marketing

Charisse Hughes
Kellogg Company

How Kruger Products shifted to consumer-led communications with CMO Susan Irving

Susan Irving
Kruger Products

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