Case Study: Audacy boosts audio ad engagement insights with Alter Agents

Audacy boosts audio engagement with Greenbook as 74% of U.S. adults set aside time for listening

Audacy, a major audio company, sought to deeply understand how audio content fits into listeners' daily rituals and its role in their lives. They partnered with the vendor Alter Agents to move beyond simple surveys and gain holistic insights into engagement across various activities and settings.

Alter Agents implemented a multi-modal study combining a quantitative survey, mobile ethnographies, and in-depth interviews. This approach revealed that audio is intentionally scheduled into daily routines, with 74% of U.S. adults setting aside listening time and 40% organizing their day around audio. The research identified 11 key moments for brands to connect with engaged listeners, showing that aligning ads with these rituals can boost purchase intent and awareness, positioning Audacy as a thought leader.

Audacy