Audio has always been there, quietly accompanying our daily routines – on the commute, in the kitchen, while walking the dog. But today, it’s anything but background noise. Podcasts, in-game audio, streaming, and digital radio are carving out a space where brands can reach audiences who are alert, engaged, and, crucially, receptive.
To understand how advertisers can make the most of this channel, Charlotte Robinson spoke with members of IAB UK’s audio community. Their insights reveal how brands can move beyond the familiar, build genuine trust, and connect with listeners across a full-funnel, cross-platform ecosystem.
Gemma O'Brien, head of sales, Adelicious from Audioboom: “Podcasters are no longer just show hosts, they’re the most trusted influencers in media. Three-quarters of listeners value podcasters’ influence, much more than social media influencers (15%) and celebrities (10%). Their connection is omnichannel, moving beyond audio. Fans follow their favorite hosts via video, social media, and at live events. One in two listeners enjoys seeing podcasters beyond the show, and nearly half (48%) feel more engaged when they do. For advertisers, this sends a clear message: podcasting isn’t an audio buy, it’s a gateway into a loyal, cross-platform community ready to connect with your brand across an ecosystem of opportunity.”
Rohan Premnath, commercial lead, Odeeo: “Advertisers often think of audio as music or podcasts, but mobile gaming is one of the fastest-growing, attention-rich audio environments. Players are immersed, sound-enabled, and engaged in ways that open opportunities across the full funnel, from awareness to measurable conversions. UK gamers spend around one hour a day playing games, and with new industry standards plus full-funnel attribution now in place, in-game audio is no longer experimental. It’s a proven, measurable channel where brands can connect without competing with screen clutter and where attention is earned, not forced.”
Paul Brown, VP of EU business and operations, AdsWizz: "39% of UK adults over the age of 16 consume podcasts each week, nearly matching US levels. That scale means global advertisers should start treating podcasting as a mass-reach channel with the added benefit of deep engagement. Audio reaches people in the spaces and times when other media can’t, from driving to cooking to walking your dog, delivering messages when listeners are focused and receptive – you can’t close your ears. And with audiences spending hours each week engaging with their favorite podcasters, the medium helps brands build trust and turns attention into lasting brand and business growth.”
Richard Williams, commercial director, A Million Ads: “Podcasts proved audio’s lower-funnel power; now the same performance discipline scales across pods, streaming, and digital radio with dynamically versioned creative. A single template/tag selects the most useful message – by location, daypart, weather, content, or audience – while automatically suppressing expired offers and out-of-market promos. Streaming/radio can update in-flight; podcasts personalize at stitch/download time (not live) using episode, geo, and recency signals. The result: podcast-level performance with broadcast-level reach, less trafficking waste, privacy-resilient decisioning, and unified testing/measurement. That turns audio from an awareness line item into a repeatable performance channel at a national scale.”
Daryl Battaglia, SVP of measurement, Triton Digital: "Audio is at a pivotal moment in the UK. Connected audio now reaches the majority of the population, providing a trusted, immersive environment where brands can engage audiences without the noise of oversaturated channels. Yet, investment still lags behind its proven impact, creating a window of opportunity for forward-thinking advertisers. Those who act now can secure premium inventory, shape brand perception, and achieve measurable results before market demand accelerates. As consumer attention fragments, audio’s unique ability to deliver targeted, high-quality engagement positions it as an essential pillar in any modern media strategy, one that will define market leaders in the years ahead.”
