Increasing brand recall and purchase intent with in-video audio advertising: new study by Audion and xpln.ai
Combining digital audio and in-video audio advertising drives brand recall and purchase intent.
This is the key finding of exclusive research undertaken by Audion, a leading digital audio player in Europe, in partnership with xpln.ai, a specialist in measuring advertising attention to determine the effectiveness of digital audio advertising.
As audio establishes itself across all digital environments, the study explores the combined impact of digital audio and in-video audio (video content consumed without actively viewing the image) on key advertising effectiveness metrics: brand recall, message retention, and brand consideration.
Audion wanted to explore the new listening paradigm as an increasing number of people consume video content as a pure audio stream. According to Médiamétrie’s latest Global Audio 2025 study, streaming - whether audio or video used as background sound - already accounts for 35% of listening time, up 2 points in one year.
As video becomes a powerful audio channel, significant opportunities are created for brands seeking performance and relevance, as highlighted by the key findings of the study:
- 73% brand recall with digital audio alone
- 76% brand recall when combining digital audio and in-video audio - an increase of 3 percentage points
- 80% accuracy for message recall with the combination of both formats
- 27% brand consideration score (purchase or usage intent) with the dual audio approach, up 3 percentage points from digital audio alone
“This study reveals the full potential of two key segments of digital audio. It shows that by combining traditional digital audio with in-video audio, brands can significantly boost their performance across the entire marketing funnel - from memory metrics to brand consideration. As consumption habits evolve toward more passive video listening, it becomes strategically essential to activate these two levers in tandem,” explains Geoffrey Fossier, global chief Marketing Officer at Audion.
About Audion
Since its creation in 2018 by Arthur Larrey and Kamel El Hadef, Audion has established itself as the leading expert in digital audio, delivering innovative advertising solutions for brands and agencies, along with monetisation technology tailored to publishers and creators.
Audion's offer is based on three complementary solutions: Audion Reach, to maximize the impact of audio advertising campaigns; Audion Stories, to create engaging, tailor-made audio experiences and Audion360, a revolutionary platform dedicated to publishers and content creators, combining podcast CMS, AI and advertising solutions.
With offices in Paris, London, Milan and Brussels, a team of 50 experts and over 2,000 successful campaigns to its credit, Audion is the partner of choice for those wishing to explore the full potential of digital audio.
This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.
Companies mentioned above:Audion