PROJECT DATE ///
Nov 2, 2022
AGENCY ///
Code and theory
ROLE ///
Production Design
Audio in the Path to Purchase
Audio in the Path to Purchase was a white paper made for Amazon ads, a complex project with a lot of data and stats which generated very dynamic and complex layouts, I was happy to know that everyone liked the result, I hope you like it too!
Overview
In 2022, Amazon Ads partnered with Kantar to conduct a comprehensive study exploring the role of streaming audio adsin consumer decision-making. The whitepaper, “Audio in the Path to Purchase,” examined how audio advertising influences brand awareness, consideration, and conversion. By surveying 1,000 U.S. audio streamers, the study provided brands with valuable insights into the growing impact of audio ads across different industries.
Key Insights & Findings
Awareness: 30% of Ad-Supported Audio Streamers reported that streaming audio ads helped them discover new brands, products, or services—outperforming traditional media like radio and print.
Consideration: 60% of listeners said that hearing an ad in streaming audio made them more likely to consider purchasing the advertised product.
Conversion: 42% of Amazon Audio Streamers reported purchasing a product after hearing it advertised, highlighting the effectiveness of audio ads in driving sales.
The Role of Smart Speakers: The study found that shopping via voice assistants is on the rise, with 59% of Amazon Audio Streamers planning to make a purchase using smart speakers within the next three years.
My Role
As a Production Designer for this project, I was responsible for translating the study’s insights into a visually compelling whitepaper. My contributions included:
Layout Design: Structuring the document to ensure a clear, readable flow of information.
Data Visualization: Designing charts and graphics to effectively communicate key statistics.
Image Selection: Curating visuals that complemented the study’s themes and findings.
Export & Delivery: Ensuring all assets were properly formatted and optimized for distribution.
This whitepaper served as a crucial resource for marketers, helping them understand how streaming audio ads can enhance the customer journey and drive brand success. My role ensured the final document was both visually engaging and easy to navigate, making complex data accessible and actionable for industry professionals.
© Jorge Junior
2025