How AI and influencer marketing are transforming audio into the most effective ad medium

Audio deserves much more recognition as a (legacy) medium that’s constantly innovating and evolving to enhance the consumer experience and the advertiser opportunity. At the heart of Audio lives great storytelling. From the beginning of humankind to today’s best advertising, storytelling is the single most effective tool for sharing information and knowledge—all while entertaining, educating and yes, selling. Storytelling is a constant, but the way stories are told is shifting, driven by new technologies and approaches that allow brands to create more emotional connection, deliver more personalized experiences and scale their campaigns for maximum impact. And no medium is better equipped to do this than audio. From powerful radio broadcasts across news, sports and talk to the proliferation of podcasts spanning every genre and topic, audio is the most powerful way to engage people and spur action. The ways advertisers use it are evolving fast. Let me tell you a story about four current trends in Audio you should embrace to help your Audio perform even better in your brand’s activation strategy. Trend: Emotion in audio advertising Remember those iconic Coca-Cola commercials with the polar bears, Budweiser’s Super Bowl puppies, or Allstate’s mayhem guy? Ads like these break through the noise and stick with consumers because they make us feel something. That's the magic of storytelling, and it’s making a comeback in audio advertising. Ads built around stories and fueled with emotional resonance—joy, surprise, even a touch of sadness—create the deepest connections. Trend: The creator economy is flourishing Audio creator and host partnerships are top of mind for brands right now, often eclipsing traditional influencer strategies as advertisers recognize the value of aligning with creators who are deeply connected to and trusted by their listeners. We're seeing a shift toward deeper partnerships, longer campaigns and non-traditional collaborations where brands become part of the stories these creators are telling. By aligning with trusted creators and hosts, advertisers are leveraging their equity and relationships to build deeper connections with their target cohorts. Trend: Ironically, AI is making it personal Artificial intelligence is transforming audio advertising by helping marketers better understand audience data, target ads with more precision, and create audio experiences for an audience of one at scale. We're teaming up with data-driven partners like Claritas to build predictive audience models by analyzing mountains of data from past campaigns. These models identify listeners who are most likely to buy, helping our clients realize higher conversion rates and better ROAS. AI is also enabling the production of customized ad creative on the fly. Music, SFX voiceovers and offers can all be tailored to each listener's unique preferences and buying behaviors. It’s built on intelligent recommendation engines working behind the scenes to make ads more targeted and more effective without adding any cost to media plans. Trend: Podcasting at scale Podcasts are now mainstream media, with more than 135 million listeners tuning in every month to shows large and niche, and advertisers are all in. Brands are identifying specific mass shows, leveraging cross-network, addressable buys to broaden reach and buying space on small shows with highly specific audiences. This tiered approach to buying is well worth the effort as the results speak for themselves (pun intended). These trends are at the forefront of audio advertising, but they’re also just the tip of the iceberg. Download Audacy’s complete State of Audio: The Trends Report to stay ahead of the media curve and have your brand’s story heard. About Audacy At Audacy, we are unapologetic champions of audio everywhere, on every device. We are a multiplatform audio powerhouse, home to the country’s most compelling personalities and the most influential collection of broadcast and digital content, podcasts and premium live experiences. What makes us special is our deep connection with the communities we serve. They are diverse, mass and niche, bound together by shared geography and through shared experiences and passions across distances. Wherever they are and wherever they go, we are with them, In moments big and small. In the ones that matter most.

How AI and influencer marketing are transforming audio into the most effective ad medium

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