On February 11, 2025, AdsWizz Audio Days Milan brought together brands, agencies, and media professionals to explore the rapidly evolving world of digital audio advertising. Featuring market-shaping data, bold discussions, and real-world case studies, the event served as a launchpad for the future of digital audio.

If you missed out, don’t worry. We’ve got all the highlights right here!

State of the Union

 

Digital Audio Market Trends

Italy is emerging as a European leader in digital audio consumption and its fast-growing digital audio market presents a massive opportunity for brands to connect with highly engaged audiences. Andrea Lamperti, Senior Advisor at Osservatorio Internet Media, and Francesco Paolo Tarallo, Head of Partnerships and Business Development at Mediamond, took the stage to explore the key trends driving this rapid shift.

• Podcast listening has surged, with more brands investing in original podcast content to drive engagement.
• AI-driven ad personalization is making audio campaigns more precise than ever.
• With third-party data disappearing, privacy-focused targeting is becoming essential.

How Digital Audio Supercharges Multichannel Marketing

Brands that overlook audio in their marketing strategies risk losing engagement and conversions. Modern marketing isn’t about choosing between channels—it’s about seamless integration for a connected customer experience.

Moderated by Giuseppe Accardo, Senior Sales Manager at AdsWizz, this panel explored how digital audio enhances multichannel strategies, making campaigns more engaging and data-driven. The discussion reinforced that audio is no longer a standalone medium—when integrated effectively, it amplifies a brand’s entire marketing mix.

Paolo Artioli, Head of Audio at Dentsu; Sebastiano Vissani, Head of Digital Audio at OMD; and Riccardo Tacchetto, Digital Project & Campaign Manager at Officina.Tech then shared insights on how brands can leverage audio alongside other digital channels to improve engagement and maximize advertising impact.

• Digital audio boosts brand recall and engagement when paired with video, social, and display.
• Programmatic audio is unlocking hyper-targeted, personalized ad experiences.
• First-party data is now a critical asset for brands looking to maximize ad effectiveness.

Digital Audio Innovation in Action: Corona’s Game-Changing Audio Campaign

Nothing showcases the power of digital audio better than real-world success stories. AdsWizz’s Giuseppe Accardo and Nelsi Xhemalaj, Campaign Manager, Tangoo Media, took the audience through Corona’s groundbreaking campaign, which used geo-targeted audio ads to deliver real-time surf reports. 

The session demonstrated how dynamic creative optimization (DCO) is transforming personalized advertising, proving that well-timed, data-driven audio ads can create hyper-personalized experiences that deeply resonate with audiences.

• 751,000 real-time surf reports turned into engaging ad experiences.
• Geo-targeting ensured ads reached only listeners within 15km of key beaches.
• A 2% increase in brand relevance showed the power of contextually relevant, dynamic creative.

The Optimal Use of Data and Targeting: Smarter Ads, Better Engagement

As consumer expectations evolve, brands that ignore data-driven audio advertising risk falling behind. With AI and first-party data shaping the future of marketing, those who adapt now will gain a critical edge. In an era of advertising saturation, precision targeting, and real-time personalization are essential to breaking through the noise. 

Moderated by Alexandre Obino, Senior Director of Client Strategy at AdsWizz, this session explored how AI-driven insights and audience segmentation are transforming ad relevance in digital audio. Francesco Paolo Tarallo, Head of Digital Marketing at Mediamond; Christina Pianura, CEO of Audioboost; and Fabio Rastelli, Head of Digital Audio at Teamradio shared their expertise on how brands can leverage data to maximize ad effectiveness and audience engagement.

• Real-time personalization is creating audio ads that feel natural and relevant.
• Behavioral and contextual targeting are driving stronger engagement and performance.
• Voice-activated ads are paving the way for interactive, hands-free brand engagement.

Digital Evolution Between Podcasts and New Audio Ecosystems

Podcasts provide authentic, long-form engagement, making them a powerful tool in an era of fragmented attention. No longer just another media format, they have become a cornerstone of modern marketing. Fausto Amorese, Director of Marketing at Radio24, shared the latest data on podcast growth and offered insights on how brands can harness this rapidly expanding medium to build deeper connections with their audiences.

• 620+ podcasts are created every month, according to Radio 24 podcasts available on its website, app, and major on-demand platforms like Apple Podcasts, Spotify, and Amazon Music.
• 8.5 million monthly listening sessions show sustained engagement, based on a combination of websites, apps, and third-party platforms.
• 19 million+ monthly audio ad impressions prove brands are doubling down on podcast ads.

Measuring Audio’s Real Impact: Brand Lift & Attribution

With advanced attribution tools, brands can now track engagement, conversions, and overall campaign performance with unprecedented precision. Measuring the impact of audio ads has long been a challenge, but innovations in attribution are changing that. AdsWizz’s Giuseppe Accardo and Alexandre Obino showcased how brands like Mazda and Kraken are leveraging AudioPixel and Veritonic to measure campaign effectiveness and prove ROI.

• Mazda’s campaign increased website visits by 293%.
• Kraken’s podcast ads boosted brand awareness by 17%.

Navigating the Sonic Identity Space

Privacy regulations are constantly evolving, requiring the industry to push beyond its comfort zone to stay innovative. Moderated by Morgane Peron, Director of Audience Data Operations at AdsWizz, this panel explored how organizations address privacy, compliance, and industry-wide collaboration to provide customer-centric solutions for publishers, buyers, and demand-side platforms. The discussion highlighted the importance of leveraging technology partners for streamlined compliance.

The panel featured Leone Fossati, Head of Solutions at UTIQ; Francesca Gabaglio, Addressable Strategy and Audience Lead at Kinesso; Davide Rosamilia, Vice President of Product at ID5; and Tommaso Scudiero, Lead Associate Account Director at The Trade Desk. Together, the group led an engaging conversation on privacy, technology, and omnichannel strategies for reaching audiences across multiple devices.

• Continued collaboration in the industry will be key to providing advanced strategies with 100% compliance to allow various partners (publishers, buyers, demand side) to achieve their goals.
• As audiences continue to engage in multiple ways across multiple devices, fully compliant, unified strategies are necessary to reach larger audiences across different channels and target at scale.
• First-party data is more important than ever. We need to create and maintain an environment that makes data transmission a seamless, fully compliant, and efficient experience on all sides.

Reflecting on AdsWizz Audio Days Milan 2025

AdsWizz Audio Days Milan 2025 showcased just how fast digital audio is evolving—and the opportunities it’s creating for brands, agencies, and publishers alike. From DCO to data identity solutions and podcast storytelling, one thing is clear: Audio is no longer just a supporting player in marketing—it’s leading the conversation. The future of audio is now—are you listening?

A huge thank you to all the speakers, panelists, and attendees who made AdsWizz Audio Days Milan 2025 an unforgettable experience.

by Aimi Knowling, Senior Manager, Sales Marketing

What’s Next?

• Want to dive deeper into AdsWizz Audio Days Milan 2025? Check out the presentation slides here.
• Looking to take your audio strategy to the next level? Reach out today and see how our platforms can enhance your campaigns!
• Stay tuned for upcoming events, content, and innovations from AdsWizz. Don’t forget to sign up for Frequency, our monthly newsletter. 
• Did you know we released a new industry report? Download The State of Audio Adech Report 2025.

The post AdsWizz Audio Days Milan 2025 Recap appeared first on AdsWizz.

Key Takeaways

A Holistic Approach to Audio Advertising: Beyond the Checkbox

Gretchen emphasized the importance of treating audio as a unique and essential element within a broader marketing strategy, not just a checkbox in a 360-degree plan. She argued that audio—whether podcasts or streaming—presents distinctive opportunities to engage audiences through the power of sound.

“You have five senses. You have sight and sound, which are the only two senses advertisers can play with without getting totally invasive, but you’re completely ignoring one of the senses that people will remember brands by.”

Emphasizing the Human Element in Creative Strategy

In a data-driven world, it’s crucial to remember the human aspect of advertising. Gretchen advocates for creative content that genuinely resonates with listeners, focusing on what action brands want consumers to take, rather than just tracking metrics.

“There’s a human on the other end of that speaker that has no idea they’re being evaluated. Forget your promo code and survey issues on your website. What do you want the consumer to do?”

Increasing Investment in Audio: A Growing Opportunity

There will be continued growth in podcast ad spending as more brands recognize the untapped potential of audio to reach consumers in unique ways. Gretchen sees audio as a relatively underutilized channel with significant room for budget growth.

“Audio is 30-something percent of listening time but only 9% of marketers’ budgets. There’s room to increase audio spends, and I see podcasting and streaming being a huge opportunity.”

The Need for Better Consumer Research: Putting the Listener First

Gretchen urges the industry to invest more in understanding consumer behavior before planning audio strategies. She argued that consumer-centric research is crucial to align media plans with actual listening habits and preferences.

“Actually study your consumer… know what they’re listening to and know what they’re watching, and then make your media mix match that.”

Blasting the Volume on Podcast Ads

Gretchen’s message is clear: Embrace audio with a strategy that combines compelling storytelling, smart data practices, and a deep understanding of the audience’s behaviors. The future of podcast advertising is dynamic and full of potential for those ready to adapt and innovate. 

Want to learn more about leveraging podcast advertising for your brand? Contact us today to explore tailored solutions that can help you reach your target audience in new and engaging ways!

The post The Future of Podcast Advertising appeared first on AdsWizz.

As an attendee, I found the event’s insights especially relevant to the world of audio advertising. The discussions underscored the need to adapt to technological advancements, navigate shifting consumer behaviors, and comply with stringent privacy regulations. 

The bottom line? Innovation is the key to effectively reaching and engaging audiences.

My Takeaways

1. Shifting Towards Privacy-Conscious Advertising

The deprecation of third-party cookies and initiatives like Google’s Privacy Sandbox are pushing the industry towards more privacy-conscious approaches. Advertisers and publishers must adapt by utilizing first-party data and developing cookieless advertising strategies. Sophisticated detection techniques and incrementality are essential for navigating the cookieless ad tech landscape.

We saw the writing on the wall early. Our commitment to innovation and privacy-centered targeting remains steadfast, with more developments to come from our ongoing work to strengthen industry partnerships.

2. Importance of In-Housing and Control

Maximizing the impact of audio in advertising demands a holistic approach that enhances control and agility, with investment in technology, talent, and infrastructure. Organizations that embrace innovation and develop advanced capabilities can more easily experiment with new technologies. 

This involves mastering large-scale audience segmentation, staying updated on real-time opportunities, incorporating enhanced attribution techniques, and employing innovative strategies like Second-Screen Retargeting and ShakeMe.

3. Value and Challenges of Transparency and First-Party Data

Transparency is crucial for building consumer trust but requires more regulation and buyer understanding. Brands must implement a robust consent management framework to communicate how audio advertising campaigns collect, use, and protect data, allowing users to control their data-sharing preferences. Education, accountability, and transparent practices are necessary for mutual benefits.

First-party data is highly valuable, but its effective utilization requires meticulous data management and industry-wide collaboration. To fully unlock its potential, advertisers must tackle challenges related to data accuracy, privacy concerns, and the complexities of programmatic advertising. 

We anticipated the challenges early on and developed an industry-first, cookie-free targeting capability paired with AI Transcription Technology. Predictive Audiences remove the uncertainty from the signal-light podcast environment by creating a contextual pathway for target audiences.

4. Balancing Cost Efficiency and Value 

Another recurring topic was the delicate balance between cost efficiency and value. While it’s tempting to prioritize cheaper advertising options, true value extends beyond the price tag. Investing in quality placements, robust metrics, and effective attribution strategies can yield better results and drive meaningful outcomes. 

We have been committed to closing the loop on audio measurement with advanced attribution tools, and it’s been fantastic to witness the results of our efforts. In a recent campaign, Hyundai was able to drive brand awareness, influence consumer purchasing decisions, and get an impressive 8,000+ leads. 

5. Exploring Artificial Intelligence in Digital Advertising

The rise of AI in content generation and automation is always part of the conversation, and Programmatic IO was no exception, delving deep into AI topics. Discussions highlighted AI’s potential to revolutionize content generation, automate tasks, and enhance advertising effectiveness, while also addressing ethical concerns related to data privacy and algorithmic bias. 

As part of our vision to shape the future of audio, we have been exploring how AI can amplify the impact of our audio portfolio to reach new audiences and deliver more intelligent and effective solutions for advertisers. Our recent Synthetic Voice Ads solution has gained a lot of traction as a cost-effective creative tool that enables brands to select from a variety of voices when creating an ad.

Embracing the Future

Programmatic I/O Las Vegas 2024 offered deep insights into modern digital advertising, with key topics such as in-housing benefits, privacy complexities, AI, and the value of first-party data. It was fantastic connecting in person with industry peers, brands, and advertisers. 

Looking ahead, it became clear to me that success in digital advertising will hinge on collaboration, innovation, and a commitment to privacy. Embracing data-driven strategies will keep us ahead in this dynamic field, and the insights gained will shape my future strategies as a product marketing leader.

Let’s talk more! Are you an audio publisher looking for award-winning monetization solutions, or do you want to advertise in streaming audio or podcasts? Contact us now to learn how AdsWizz can help grow your digital audio footprint!

by Catalin Georgescu, Senior Product Marketing Manager

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