Audio Advertising Is No Longer Optional—It’s Inevitable
In a world where screens are saturated and attention spans are shrinking, audio has quietly risen to become one of the most effective, emotionally resonant, and scalable marketing tools. While most marketers chase visuals, forward-thinking brands are finding power in sound—driving awareness, performance, and brand love through strategic audio investments.
2025 is proving to be a breakthrough year for audio advertising. Whether it’s the rise of programmatic podcasting, the emotional pull of jingles, or the cultural takeover of viral voiceovers, the message is clear: the future of brand building sounds different.
A $22 Billion Gap Marketers Can’t Ignore
According to the AdsWizz State of Audio Adtech Report 2025, audio now commands 31% of total media time—but only receives 9% of advertising spend. That’s a 22% gap, representing billions in missed opportunity.
Behind these numbers is a platform already operating at immense scale:
- 60 billion monthly dynamically inserted audio ad impressions
- 2 billion marketplace impressions
- 4 billion impressions through third-party DSPs
And the momentum is global. In France, 80% of impressions are now transacted via DSPs. Advertisers are waking up to a new reality: audio is measurable, scalable, and underpriced.
Jet2 Holidays: Audio That Broke the Internet
One campaign that has captured the imagination of an entire nation is Jet2’s now-iconic holiday voiceover:
“Nothing beats a Jet2 holiday! And right now, you can save £50 per person. That’s £200 off for a family of four!”
What began as a simple TV-first campaign has become a cultural phenomenon. From ironic social media memes to crowds chanting the tagline at music festivals, Jet2 has achieved the kind of virality money can’t buy.
But here’s the real insight: it didn’t go viral by accident.
This is the result of consistent sonic branding, rooted in emotional storytelling and repeated exposure. As Andrew Tindall, SVP at System1, explains:
“This isn’t a case study for brands chasing free earned reach. It’s a masterclass in the power of audio.”
And the science backs it:
- According to ITV and Thinkbox, 71% of TV doesn’t receive active visual attention, while only 18% of time is audio ignored.
- Research from System1 and Effie Worldwide found that campaigns using emotion, fluency, and time are 21 times more likely to drive profit growth.
- Audio assets like jingles and sonic logos consistently outperform visual elements in brand recall and effectiveness.
In short, you can’t close your ears. And brands that sound distinct win more attention, more loyalty, and more sales.
Audacy’s Holiday Campaign: Audio That Converts
If Jet2 proved how audio drives culture, Audacy’s case study shows how it drives performance.
A seasonal campaign for an e-commerce brand ran from October through December, and the results were striking:
- +5.2-point lift in unaided brand awareness
- +2.9-point lift in brand favorability
- +5.7-point increase in purchase intent
- Among 35–44-year-olds, +6.2-point lift in intent
Listeners didn’t just hear the ads—they liked them. Over 80% of respondents said the holiday-themed creative was appealing, relevant, and informative. Brand image also improved:
- +6.6 points for “a brand for people like me”
- +5.0 points for “offers the fastest delivery option”
What made it work? Frequency. Podcast ads held strong even after 15+ exposures, and listeners exposed to 4+ ads were most likely to convert. Adding simple festive sound cues—like jingling bells or snow crunches—lifted recall and purchase intent by 26%.
In a season when 75% of consumers want to hear holiday shopping ads on their favorite podcasts, and 58% plan to do more research, audio becomes your most effective reminder.
iHeartMedia: Turning Podcasting into Profit
iHeartMedia’s Q1 2025 results tell the story of a legacy media company reinventing itself—and winning—through digital audio.
Podcasting now accounts for 42% of its Digital Audio Group’s $277M revenue, with a 28% YoY increase. In Q1 alone, podcasting generated $116 million.
With 177.6 million U.S. streams and downloads, and a monthly audience of 32.7 million, iHeart is dominating the podcast charts. A content portfolio of 104 shows (32 in the Top 10 by category) provides broad, high-value inventory.
The company’s unique value lies in its hybrid model—mass reach from 50,000+ radio stations paired with premium podcast content and AI-driven ad targeting. The recent Bloomberg partnership adds 30+ high-quality shows to its network, fueling monetization across 50+ platforms.
Yes, there are financial challenges. iHeart is managing $4.6B in net debt and negative free cash flow of $80.7M. But its $200M modernization program, expected to generate $150M in net savings, is a smart pivot.
And podcasting helps in one crucial way: CPMs are 5x higher than radio, and iHeart already captures 30% of U.S. podcast ad spend.
With an expected $18B in digital audio ad spend by 2027, and 40% of that growth from podcasts, iHeart is positioned to capture a massive share of the upside.
“Audio isn’t just another channel—it’s the pulse of digital connection.” – Anne Frisbie, SVP of Global Business Development, AdsWizz
“We’re redefining audio… It’s about reaching listeners wherever they are with personalized, contextually relevant, and privacy-first experiences.” – Franz Bernstein, VP of Ad Product, SiriusXM Media & AdsWizz
5 Takeaways Marketers Can’t Ignore
- Audio is Hugely Underutilized—But Highly Effective
Despite audio commanding 31% of consumer media time, it receives only 9% of ad spend, revealing a 22% opportunity gap for brands to tap into a high-attention medium with lower competition and higher ROI potential.
- Programmatic Audio and Personalization Are Game-Changers
Technologies like Dynamic Ad Insertion and Dynamic Creative Optimization allow brands to deliver hyper-personalized, contextually relevant audio ads based on factors like weather, time, location, and listener behavior—leading to increased engagement and spend efficiency.
- Audio Builds Stronger Brand Recall and Emotional Impact
Research shows that jingles and sonic logos outperform visual assets in creating memorable brand associations. Campaigns that leverage audio with emotional and fluent storytelling are 21× more likely to drive incremental profit growth.
- Podcasting Is Driving Massive Growth in Digital Audio
Platforms like iHeartMedia have turned podcasting into a revenue engine, with 42% of their digital audio revenue now coming from podcasts. Podcast CPMs are 5× higher than traditional radio, and audiences remain engaged even after 15+ exposures.
- Audio Advertising Drives Measurable Results
Campaigns like Audacy’s holiday push saw a +5.7-point lift in purchase intent, while Hyundai Turkiye drove over 8,000 leads using dynamic audio tech and retargeting—proving audio’s power to convert attention into action.
Turn Up Your Brand with Paytunes
If you’re looking to harness the full power of audio for your brand, Paytunes is your trusted partner.
With Paytunes, launch powerful, privacy-safe audio ads that grab attention across music apps, games, and streaming platforms.
- Create scroll-stopping audio
- Target with laser precision
- Integrate into music & gaming moments
- Track real-time results
- Build a sonic identity that sticks
Ready to make your brand unforgettable? Start your audio campaign with Paytunes today.”
SOURCES:
Holiday Case Study Shows Audio Ads Win Early Shoppers
Jet2 is NOT a lesson in viral marketing, it’s a wake-up call to the power of audio
iHeartMedia’s Digital Audio Pivot: A Strategic Bet on Podcasting as the Future of Audio Media
Audio Advertising Market shows promise amid 22% engagement gap