When developing a strategy for audio advertising, it's crucial to consider how it drives performance. Streaming audio and podcasts are bottom-funnel performance drivers with efficient CPMs, making them valuable components of your strategy.

• Streaming audio can act as a proof of concept for audio as a channel. If clients are unsure about the effectiveness of audio advertising, running a streaming audio test can help determine its viability at a lower cost.
• Podcast RONs can help confirm if your audience listens to podcasts before investing in more expensive host-read ads. Host-reads tend to be the most effective—in front of the right audience—but come at a higher cost.
• While host-reads are often used for consideration or awareness campaigns, they can also be powerful bottom-funnel performance drivers when the right audience is being reached. Balancing these elements in your audio advertising strategy will help optimize results and ensure the best use of resources.