Audio expands with fresh opportunities in retail media & in-game ads
Audio advertising was by far the fastest-growing media channel of 2024, showing a remarkable 36.4% year-over-year growth according to IAB's Internet Advertising Revenue Report.
At Exverus, we've been riding this wave of innovation, helping our clients become pioneers in the programmatic audio space. And our ingenuity has paid off! By securing 100% share of voice for two forward-thinking clients, we've witnessed firsthand how precise audience targeting and sophisticated measurement capabilities can dramatically expand brand awareness.
The ability to track metrics like completion rates, frequency, and attribution has transformed audio from a traditional awareness channel into a data-driven powerhouse.
What is digital audio advertising?
Digital audio advertising is the strategic delivery of brand messages through streaming sound waves, leveraging the intimate nature of audio content (usually music or podcast) consumption across connected devices.
Unlike traditional radio spots, these ads use real-time data signals and interest-based targeting to reach listeners in highly personal moments - whether they're powering through a workout playlist, focusing on a gaming session, or cooking dinner to a podcast. It's sound with intention, precision, and measurability, enabling brands to become part of the soundtrack of their audience's daily digital experiences.
How does podcast advertising work?
While some ad buys are still made directly through Spotify or other streaming platforms, audio ad inventory is increasingly bought programmatically -- that is, through automated placements by audio supply-side-platforms (SSPs) like iHeartRadio and demand-side-platforms (DSPs) like Basis Technologies.
Who's building audio integrations in 2025?
This year, audio is converging with other channels to create entirely new opportunities for brands. Two groundbreaking developments are reshaping the way we think about digital audio advertising:
Retail media gets audible
The retail media revolution has found its voice – literally. Lowe's recent introduction of in-store audio advertising to its retail media network (RMN) marks a significant evolution in the space. This innovation allows brands to reach shoppers at the precise moment of decision-making, creating a direct line of communication when purchase intent is at its peak.
Imagine if customer browsing the tools section could hear a strategically timed message about your premium paint brand. These contextually relevant audio messages can influence purchasing decisions in real-time, adding a powerful new dimension to retail media strategies.
Early tests have shown promising results, with brands reporting increased consideration and sales lift from these targeted in-store audio campaigns. We foresee more RMNs to follow the example in 2025!
Gaming goes sonic
In-game advertising is also integrating auditory elements! The partnership between mobile gaming giant Voodoo and UK-based adtech company AudioMob represents a breakthrough in how brands can engage with the massive gaming audience.
According to Newzoo's Global Games Market Report, mobile gaming accounts for over 50% of the gaming market, presenting an enormous opportunity for advertisers.
What makes this partnership particularly innovative is its non-intrusive approach. Rather than interrupting gameplay with video ads, audio messages play seamlessly in the background. This respects the user experience while maintaining high engagement rates – a win-win for both brands and gamers.
Why brands should try digital audio advertising
These new integrations are more than just shiny objects; they represent a fundamental shift in how brands can connect with their audiences. Here's why brands should care:
Heightened Purchase Intent
Retail audio ads reach consumers when they're already in buying mode, making them particularly effective for driving conversions.
Effective Targeting
Programmatic capabilities allow for precise audience targeting based on demographics, behavior, and real-time context.
Brand Safety
Audio environments (including in-store retail and in-game) offer sonic branding opportunities in enjoyable, brand-safe contexts, addressing a key concern for many advertisers.
Measurable Impact
Advanced analytics provide clear insights into campaign performance, helping brands optimize their audio strategies in real-time.
These innovative partnerships offer brands new ways to stand out from the crowd and build memorable connections with their audience. Whether it’s the practical immediacy of in-store ads or the immersive potential of in-game audio, the possibilities are vast.
At Exverus, we’re passionate about helping brands navigate these emerging channels to drive measurable results. Let’s explore how audio could amplify your next paid media campaign in 2025.
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