Audio Creative Synergy
How the Right Creative Mix Drives Better Results in Programmatic Audio
As digital audio advertising continues to grow, Magnite partnered with MAGNA (the media intelligence arm of IPG Mediabrands) to understand how brands can maximize the return on creative investment in programmatic audio environments. With U.S. audio ad spend projected to reach $16.1 billion by 2026, getting the creative mix right has never been more critical.
Our latest joint research, Audio Creative Synergy, explores how different creative strategies—ranging from multiple ad formats to sequencing and message types—impact campaign effectiveness across podcasts and music.
“With audio ad spend projected to reach $16 billion by 2026, the opportunity for marketers in this space is only accelerating. At Magnite, we’re focused on helping advertisers unlock the full potential of programmatic audio by delivering scale, efficiency, and smarter audience engagement—ensuring every impression counts.”
ASHLEY WHEELER
SVP, DV+ Platform at Magnite
Key Findings
Creative Synergy: Pairing a branding ad with a sales ad for the same product drives +9pts in search intent.
Sequence Matters: Sales messages work harder when they follow branding—yielding +17pts in unaided recall and +9pts in purchase intent.
Keep It Focused: When promoting unrelated offerings across one campaign, multiple ads perform similarly to a single creative.
Simplicity Draws New Audiences: A single creative drives brand interest and purchase intent amongst infrequent/new buyers.
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