Paris, June 11th, 2025
In a context where digital audio is experiencing sustained growth momentum — with a +26% increase in advertising investments, according to the latest Observatoire de l’ePub — Audion, the leading digital audio player in France and Europe, unveils the results of an exclusive study conducted in partnership with xpln.ai, a specialist in measuring advertising attention.
The objective: to highlight the real effectiveness of this rapidly evolving medium, which has now become essential for brands.
As audio establishes itself across all digital environments, this 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.
The study also reflects a major shift in user behavior: more and more internet users are consuming video content as pure audio streams. 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.
This evolution signals the rise of a new listening paradigm, in which video becomes a powerful audio channel. This convergence creates unprecedented opportunities for brands seeking performance and relevance, as highlighted by the key findings of the study:
- 73% brand recall with digital audio alone
- +3 pts when combining digital audio and in-video audio
- +80% accurate message recall with the combination of both formats
- +3 pts in brand consideration (purchase or usage intent) with the dual audio approach
“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.
Audion’s boilerplate : 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.
xpln.ai’s boilerplate: xpln.ai is the measurement and optimization solution for the new era of marketing. xpln.ai’s mission is to develop innovative measurement technologies that go far beyond traditional metrics, in order to address the new challenges of digital advertising and make a positive contribution to the ecosystem. xpln.ai is built on the belief that attention and advertising effectiveness are quantifiable and predictable data points, far beyond visibility and completion rates, which are not sufficiently discerning and fail to accurately capture advertising impact.
