More listening occasions, better targeting: HEARD 2024

“Audio audiences are continuing to grow because there are now more listening occasions.”

One of the most important learnings for media buyers and advertising creatives at today’s HEARD conference was that advertisers can now reach both mass and niche audiences far more effectively in audio than ever before.

In a panel discussion featuring ARN’s Venessa Hunt, SCA’s Olly Newton, NINE’s Ash Earnshaw, and Nova’s Nicole Bence, the audience was reminded that audio audiences are still increasing.

Despite people thinking that audiences are migrating to other digital media, radio’s mass broadcast reach actually is still continuing to grow.

“There is no digital migration, we are increasing audiences…

 “We don’t have a decreasing audience problem in audio like some other media, we are having incremental growth of audiences as more audio platforms are increasing their  listening.”

In addition to the mass reach of live broadcast and streaming live radio, the audio industry has now developed highly targeted content through podcasts. Audio can now speak both one to one and one to many.

Media buyers should be thinking, “my $10 stays where it is because the audience is still there and I will find some more dollars to catch the new audio audience on the digital platforms.”

In another session, Nine’s Matthew Thompson described the listeners to his podcast as niche and highly targeted. “When people open a podcast they are asking to be engaged. They are wanting compelling long form emotive content.”

It’s now easier to buy audio programmatically across podcasting and streaming.

“Radio360 has been an absolute game changer for us all to understand how people are consuming live radio and digital. We have more capability now… unlocking the full value of total audio can help the advertising businesses in this room.”



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