Which is better or more important? Sleep or exercise? The content or the presenter? The ingredients or the chef? Offense or defense? While I certainly have my opinions on the importance of each and know that an exceptional one can overcome the weaknesses of the other, the reality is that they work better together.

For advertising, CTV and audio work the same way. The best results come from them working together and building on each other’s strengths and successes. Don’t take my word for it, check out the stats below from the recent Speakers & Screens presentation hosted by Basis and iHeart:

• CTV + Audio: increases ad recall by 40% and ad impact by 49%.
• 39% use podcast for news (which is way up from the pandemic when people used podcasts for escape)
• Only 8-10% of people skip ads on podcasts
• Audio boosts page visits by 57%
• Surveys are showing that users are spending more time with podcasts and CTV and less time on social. But ad budgets haven’t reflected that – yet.

Amplify your next pitch or renewal by including speakers and screens! Please don’t hesitate to reach out to your AL if you have any questions or want to brainstorm ways to pair these on your next campaign.