Audio Advertising
Audio Advertising Written for the Ear, Measured on Leads and Sales
Audio advertising puts your message inside podcasts and on streaming platforms such as Spotify, in moments when a screen ad cannot reach your buyers. We choose placements from where those buyers actually listen, make every ad for sound, and judge it on the leads and sales that follow.
- Search platforms optimised, from Google to ChatGPT, Perplexity, Reddit and YouTube
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Some of the brands we have worked with
Who this is for
Signs it is time to add audio to the mix
Screen ads lost in the feed
If your display and social ads are fighting everything else on the screen for attention, audio offers another way in, reaching people who are not looking at a screen at all.
Your buyers follow particular shows
If your customers listen to podcasts about their trade, sector or hobby, those shows are a route to them, and a placement or sponsorship puts you in their ears on a show they chose.
An audio ad cut from video
A soundtrack lifted from a video can lean on pictures the listener never sees, so the point goes missing. Audio needs its own script and production, made to be heard rather than watched.
Search and social already run
You have Google Ads or paid social in place and want a channel that works without a screen. Audio can join that plan, with its results reviewed next to the channels you already run.
What we do
How audio advertising reaches a listener
Audio advertising reaches people while their eyes are busy: on the commute, mid-workout, during the chores. A visual ad cannot compete for attention in those moments, so an audio ad has to land through words and sound alone.
Targeting follows listening behaviour: the genre, the podcast category, the time of day and the device, matched to your ideal customer profile. AI tools help us analyse the listening data, but an experienced media buyer decides where your ads run.
From podcast shows to audio exchanges
Below are the channels and the creative in our digital audio advertising work. Where your buyers listen decides which channels we use.
Podcast sponsorships
Sponsorships and placements on shows your buyers already trust and hear regularly, picked by how closely each show's listeners match the customers you want.
Spotify and streaming audio
Spotify advertising and campaigns on other music and audio streaming platforms, with each ad aimed by the listening habits and demographics of the people you want.
Programmatic audio
Automated buying across audio ad exchanges, run next to the shows and platforms we choose directly, to take the campaign's reach further than those placements alone.
Scripts made to be heard
Every script is written for someone who cannot see the ad, never trimmed from a video soundtrack. If you already have a brand voice and creative assets, we build on them.
Voice and sound
With no pictures to carry it, the read and the sound do the work, so we direct the voice and produce each ad to sound at home where it plays.
Script and voice tests
Rival scripts, voices and calls to action run against each other, so what stays in the campaign is what listeners responded to, not what sounded best in a meeting.
How we judge an audio campaign
Impressions alone cannot tell you whether audio is paying its way. We track completion rates, reach and frequency, the cost of each result, and the leads or sales that follow. Campaigns are optimised weekly. Each month a strategy review goes through those figures, and your dashboard shows audio's spend, leads, cost per lead and revenue alongside the rest of your paid media.
Podcasts and Spotify in one paid media plan
Audio is one channel in our PPC Management service, alongside Google Ads, Paid Social and Display Advertising. The same accountable team runs all of them, so your audio campaigns are managed with the rest of your paid media rather than as a side project.
How it works
How an audio advertising campaign runs
Related services
Other Paid Media services
Bing Advertising
As your Bing Ads agency, we plan and manage campaigns in Microsoft Advertising, the platform behind Bing's ads, for a Bing audience your Google Ads often miss.
Display Advertising
Our display advertising agency puts your banners in front of two groups on the websites and apps they use: people who have not come across you yet, and people who visited your site and left.
Facebook Advertising
As a Facebook ads agency, we run campaigns on Meta's ad platform that reach new customers before they go looking and bring back visitors who left without buying.
Google Ads Management
A Google Ads account can burn a month's budget on the wrong searches in a week.
Instagram Advertising
Essheo is an Instagram ads agency for UK businesses that makes a separate version of each ad for the Feed, Stories, Reels and Explore, and turns product catalogues and creator posts into campaigns.
LinkedIn Advertising
Paid campaigns from our LinkedIn advertising agency are aimed at B2B buyers by role and employer, or at the named accounts on your target list.
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FAQs
Frequently Asked Questions
Advertising people hear rather than see, placed in podcasts and on audio streaming platforms such as Spotify. It differs from display and social ads in two ways: it reaches people when they are not looking at a screen, and it relies on words, voice and sound, not visuals, to get the message across.
We buy them as sponsorships and placements on individual shows, each picked from where your buyers actually listen rather than by guesswork. Programmatic buying across audio ad exchanges then extends reach beyond those shows. Spotify and other streaming platforms are a separate route we run alongside, though podcasts carry most of the weight in our campaigns.
Do say who you are, what you offer and what the listener should do next in plain words, because nothing on a screen will say it for you. Do match the voice to the brand your other ads already build. Don't cut down a video ad as an afterthought: it was made for someone watching.
It depends on the business, and there is no general figure we would stand behind. Nobody can promise results in advance, so we measure it for you on the enquiries and sales it brings in. If podcasts are not paying their way, we say so and move the budget to a channel that is.
Start with a clear customer profile, target by what people listen to, when and on which device, and treat programmatic as a way to extend reach from placements chosen directly, not a replacement for them. Then read frequency alongside reach, so you know how often the same people heard the ad.
You take on every job an agency would: choosing shows and platforms from listening data, making an ad that works without pictures, testing versions and tracking the enquiries that follow. An agency makes sense when you would rather hand that to specialists; ours each bring 8+ years' experience.
Speak to us today to get started