Direct response is a mixed bag

Compared with something like digital display advertising, audio is obviously still a bit challenged when it comes to driving fast, easy conversion. Voice command/commerce will likely start to change that soon (as evidenced by, for example, Pandora’s recently-launched interactive voice ads). In the meantime, 2019 audio ads that included a URL for a listener to visit performed similarly to those that did not.

Happy end-of-year-analysis to all. Look for new kinds of data out of the Veritonic platform in 2020 to help you understand and quantify the most effective way to use sound.