HEARD 2025 gets underway in Sydney

HEARD 2025 – Commercial Radio & Audio’s (CRA) annual audio showcase event – has been launched in Sydney, where Jackie O Henderson, Ben Fordham, Russel Howcroft, Chrissie Swan will be among the headline speakers.

The event saw the announcement of a unified digital audio ID, which CRA says will streamline the way marketers buy digital audio with inventory from media companies including ARN, SCA, Nine Radio and Nova.

Analytic Partners also showcased new research highlighting radio’s unique ability to deliver exceptional long-term return on investment (ROI) through brand-focused advertising, with Nespresso’s recent successful campaign highlighted as an example.

Nespresso’s radio trial prioritised creative consistency and sustained media support, with data showing it achieved a 37% improvement in its radio ROI year-on-year (YOY). This approach also elevated the brand’s digital video and socials.

Paul Sinkinson, Managing Director of Analytic Partners, said “Brand-focused advertising outperforms performance-driven campaigns 80% of the time, proving it’s the most effective choice for marketers seeking stronger ROI in an omnichannel world.”

Lizzie Young, Chief Executive Officer of CRA (main photo), noted “Radio delivers more than reach; it drives emotional connection, creative synergy, and measurable impact.”

“By evolving advertising approaches to leverage audio’s distinctive strengths, brands can unlock new levels of performance and establish deeper connections with their audience.”