By David Fuller, Fractional CMO
In 1979, the song ‘Video Killed the Radio Star’ predicted the demise of the airwaves. Decades later, with YouTube, TikTok, and Netflix dominating our screens, it would be easy to assume audio has become a redundant technology of the past. Yet, the opposite is true. We are currently living in a “Golden Age” of audio, where podcasts and digital radio have become more influential than ever.
The secret to this enduring popularity isn’t that audio is “better” than video, it’s more convenient. While video demands your eyes, perhaps hands, and constant attention, audio is the ultimate companion for the multitasker.
The “Eyes-Free” Advantage
Unlike visual media, audio fits into the “interstitial spaces” of our lives. It turns mundane chores into learning opportunities and long commutes into deep-dive investigations.
Psychologically, audio works as a “secondary activity” that doesn’t compete for the same cognitive resources as physical tasks. Studies have found that while having a phone conversation can impair driving, listening to the radio does not. In fact, in monotonous environments, audio can actually improve focus by preventing the mind from wandering into daydreaming.
From the Highway to the “Virtual” Haul.
My marketing insights come from unpredictable sources. During the recent “Black Friday” sales, I picked up a few video games that have been on my wish-list. Specifically Farming Simulator and Euro Truck Simulator 2. The vehicles in these games have radio! And… believe it or not. There are radio stations just for people who play simulator games.
Titles like Euro Truck Simulator 2 (ETS2), American Truck Simulator (ATS) and Farming Simulator have sold tens of millions of copies. For many players, the “game” is a visual anchor for their favorite audio content. Communities have built entire radio stations, such as Truckers.FM, specifically for virtual drivers. These stations feature live DJs, “traffic reports” for in-game jams, and shout-outs to players currently on the road.
Statistics suggest that roughly 33% of gamers listen to podcasts while playing. In simulators, that number is likely much higher, as the “work” of the game perfectly mimics the low-cognitive demand of a real-life commute. The rabbit-hole goes deeper than that. For real anoraks, there are virtual trucking companies that advertise on the internet radio stations.
The (Fractional) CMO’s Takeaway: Targeting the Modern Tribe
For Chief Marketing Officers (CMOs), this shift toward “companion audio” represents a massive, often underutilized opportunity. While video ads are increasingly skipped or ignored as “clutter,” audio offers a non-intrusive entry point into highly specific communities.
1. Targeting “Micro-Tribes” - Audio allows brands to move beyond broad demographics and target psychographic tribes. Whether it’s a group of 10,000 people obsessed with 18th-century naval history or 50,000 virtual truck drivers, the targeting is laser-focused. These aren’t just “users”; they are communities with shared rituals and high levels of trust.
2. Advertising as “World-Building” - In simulator games, a well-placed audio ad isn’t an interruption. it’s atmosphere. Contextual Relevance: An ad for a high performance server farm or a gaming headset feels natural to a player who is “driving” for several hours. If you can get your targeting and your relevance right, these ads have high acceptance and build brand awareness and sales.
3. The Trust Factor & ROI - Podcast listeners are uniquely loyal. Research indicates that 80% of listeners trust host-read recommendations, viewing them as advice from a friend rather than a corporate pitch. For CMOs, this translates to higher brand recall. In some case studies, there is a 45% better recall rate for audio promotions over video.
Why Audio is Future-Proof
As our lives become more saturated with screens, the value of an “eyes-free” medium only grows. Whether you are navigating a real-world highway or a virtual one in a simulation, audio provides companionship without the cost of distraction.
Video may have the “Star” power, but audio has the Utility. It is the only medium that lets you live your life while you consume it.