If you work in audio in the UK, The Future of Audio and Entertainment is a must-attend. It brings together over 450 professionals from top agencies, advertisers, and media owners to talk openly about the realities of running audio campaigns and where the industry is headed next.
As presenters for AdsWizz, we took things a step further this year. It wasn’t just about getting people excited about buying audio. We showed how brands can unlock their full potential by buying programmatically.
Audio Is Everywhere and It’s Deeply Personal
One of the most powerful things about audio is how effortlessly it fits into everyday life. Whether it’s a morning news briefing, an evening podcast, or a workout playlist, audio is there throughout the day. It doesn’t interrupt or compete for attention—it just fits naturally.
That presence gives brands a unique opportunity to engage with people in personal, meaningful ways. You’re not forcing a message into a scroll. You’re entering a space where people are actively listening, and in the case of podcasts, where they are leaned in and open to suggestions or learning about something new.
During our presentation, we shared a few data points that stood out:
- 70% of people in the UK listen to digital audio weekly
- Digital audio reach has grown 43% since 2018
- The average listener spends 2 hours and 34 minutes a day with digital audio
Despite high levels of engagement, audio still lags behind other media channels when it comes to ad spend. It makes up 21.4% of media time but receives only 9% of digital ad budgets. That gap points to a clear opportunity. Buying audio programmatically is one of the smartest and most efficient ways to close it.
The Value of Programmatic Audio
We focused our session on how programmatic advertising brings efficiency, flexibility, and smarter targeting to the audio space. It’s more than automating delivery, it’s about elevating the entire campaign experience for both brands and listeners. When used effectively, programmatic audio gives advertisers a way to connect in ways that are timely and relevant, without disrupting the listening experience.
The advantages are clear:
- Targeting based on real-time behavior, context of the podcast the listener is tuning in to, and demographics like age/gender
- Optimization throughout the campaign based on performance insights
- Delivery across streaming music, podcasts, and digital radio
- You leverage Dynamic Creative Optimization (DCO) to personalize messages to fit the moment and format
Bringing It to Life With Bwin
To illustrate how this all works in practice, we shared a recent case study in partnership with Bwin, a leading sports betting brand. The objective was to boost brand recognition among podcast listeners in Germany during the Euros.
Our team used programmatic tools to target people who regularly tuned into sports podcasts, as well as any podcast that was talking about the Euros, whether it be a news or comedy or sports podcast. The ads featured upbeat music, clear messaging, and repeated brand mentions, all tailored to resonate with Bwin’s audience. This campaign showed that with the right mix of creative, context, and targeting, audio can deliver strong, measurable impact.
The results were significant:
- A 20-point lift in brand awareness across the exposed audience
- A 15-point lift among individuals who regularly attend live sporting events
What We Heard on the Ground
After our session, audience members came up to continue the conversation, making it clear that audio is earning a bigger seat at the table in media strategy discussions.
Several themes came up repeatedly:
- Surprise at how advanced programmatic audio has become
- Curiosity around scaling campaigns across multiple markets
- Interest in new creative formats and smarter measurement models
What Comes Next
The future of audio is already here. With engaged listeners and proven technology, brands are ready to create more meaningful experiences. We’re proud that AdsWizz is helping lead the way, as both a sponsor of this event and a trusted partner to those shaping what comes next. Thank you to everyone who joined us. We’re excited to keep the conversation going.
Ready to take your audio strategy to the next level? Reach out to our team to explore how programmatic audio can elevate your campaigns.
by Lindsay Lynch & Rowan Hamill, Business Development Directors
