Top 4 Reasons Why Your Startup Needs Audio Ads
There’s no shortage of marketing options for startups trying to grow efficiently. One channel consistently punches above its weight to deliver results that matter: audio.
Whether you’re launching a tech solution, building awareness in a niche category, or scaling a DTC supplements brand audio ads—especially in podcasts—offer something most channels can’t: attention. Not scrolls or skips, but actual attention from listeners who hang onto every word of the voice coming out of the speakers.
Audio provides the type of engagement that can be game-changing in a world where your startup needs every dollar to work harder.
Here’s why audio ads should be in your media mix.
1. Engaged Podcast Audiences = Impactful Reach
Podcast listenership is booming. As of 2024, more than 180 million Americans are listening to podcasts—and that number continues to grow every year.
But it’s not just the scale—it’s the quality of the attention.
Podcast listeners are deeply engaged, highly loyal, and more receptive to advertising than audiences on other channels. According to Nielsen, podcast ads drive 4.4x better brand recall than display ads—and outperform TV and digital video in terms of engagement. As the podcast platform continues to evolve, engagement on a nationwide level is growing along with it.
Podcasting provides a format that is more intimate and personal than traditional visual media. You’re reaching people at the gym, in the car, walking the dog, or cooking dinner—times when they’re tuned in and not multitasking with a dozen tabs open. This creates a golden window for startups to make a meaningful impression.
“Something I urge every client – or potential client – to do is believe in the power of audio,” says Director of Business Development Bob Leonard. “We’ve been in business for twenty-five years and have seen hundreds of startups evolve into full-fledged success stories directly because of what we’ve been able to do with them on podcast or radio.”
2. Startups Have a Story to Tell—And Audio Delivers It
One of the biggest challenges for startups is educating potential customers. You’re often introducing something new: a product, a model, or a brand with a fresh take. That requires storytelling, and audio is built for precisely that.
Whether through a host-read ad or a 60-second spot, audio allows you to communicate why you exist, how you’re different, and what problem you solve—all in a natural, trusted environment.
Listeners often have strong relationships with the hosts they follow, which transfers to the brands being promoted. Research from Nielsen indicates that host-read podcast ads produce an average of a 50% increase in purchase and recommendation intent among listeners compared to non-host-read ads.
Listeners often have strong relationships with the hosts they follow, which transfers to the brands being promoted and that trust is priceless for startups trying to break through the noise.
3. Audio Costs Less—And Works Harder
On average, producing and placing an audio ad costs significantly less than a TV commercial, often by a factor of 5 to 10x when considering creative development, production, and media spend combined.
Startups don’t have massive media budgets. Every dollar has to work. That’s where audio shines. Compared to traditional channels like TV or out-of-home, production costs are lower, targeting is more precise, and the creative can be updated or tested quickly. Need to tweak messaging or pivot to a new offer? Updating an audio script and re-recording a spot is a matter of days, not weeks or months.
That agility makes audio not just a less expensive option but smarter—especially for early-stage brands that need measurable results fast.
4. You Need Efficient Spend—Audio Is a Proven Winner
Audio advertising offers a significant edge for startups watching every marketing dollar: cost-efficiency. According to the Cumulus Media and Signal Hill Insights’ Podcast Download, 76% of weekly podcast listeners and 85% of heavy podcast listeners have taken action after hearing a podcast advertisement, such as researching a product or purchasing.
The average CPM (cost per thousand impressions) for podcast advertising is $18 for 30-second ads and $25 for 60-second ads. Television’s CPMs frequently exceed $35–$45, before factoring in higher production costs and media buying complexity. For startups that need to compete at a faster pace to edge out competition, audio is the obvious investment.
Bottom Line: Audio Is a Startup’s Secret Weapon
In the early stages of growth, startups need affordable, scalable marketing that makes people care. Audio ads do precisely that. They don’t just interrupt—they connect. They don’t just get seen—they get heard.
Whether you’re looking to build awareness, drive traffic, or educate a niche audience, podcast and streaming audio ads offer some of the smartest, most cost-effective channels.
Want help building an audio strategy that performs? We work with startups at every stage to craft compelling, targeted campaigns that get heard and drive results.
Let’s talk about how audio can work for your brand.