Q&A on Audio Advertising

On February 22, 2023 Research & Resources

This new Q&A series highlights a key topic in digital advertising and discusses the work that will be carried out by the relative council or working group in 2023.

Today we chat audio advertising with the IAB Australia Audio Council chair Richard Palmer, Director of Market Development, Triton Digital.


Let's talk audio. What do you think makes Audio Advertising so effective for marketers and why?

Audio advertising is incredibly effective for marketers because it is a highly engaging and immersive medium. People listen to audio content in various formats, whether driving, working out, or just relaxing at home. This means that audio advertising can reach consumers in various environments and capture their attention in ways other forms of advertising cannot. Additionally, digital audio advertising can be highly targeted, allowing marketers to reach specific audiences based on demographics, interests, and behaviours.

What do you think are the missed opportunities in Audio Advertising currently?

There are many opportunities for advertisers to go beyond the standard audio ad with the available targeting and technology capabilities publishers and platforms can offer. Today these platforms can create personalised and interactive audio advertising experiences for listeners, which advertisers can leverage to increase brand awareness, boost engagement, and drive conversions. One of the most effective ways is through the use of dynamic creative. This technology allows advertisers to tailor, in real-time, audio ads based on a listener's preferences and behaviours, such as location, weather, sports scores, interests, listening history, device type, and more.

Another area seeing rapid growth is in voice-interactive experiences on smart speaker devices. Advertisers can create audio ads that respond to voice commands, allow listeners to ask questions, or even encourage the listener to ask for more information through a voice skill. These opportunities and technology have an enormous potential to engage with consumers in new and exciting ways.

If brands are unsure about using audio, where should they start? What is a good first opportunity?

It would have to be the Audio Buyers Guide which you can find on the IAB Australia website. If advertisers need clarification on using audio, they should start by reading this guide and understanding the basics and how the audio ecosystem works. Also, reaching out and speaking with the publishers and content creators, be that radio, streaming or podcasting, that aligns with the advertiser and goals on what they can offer to ensure the highest return on investment. You'll be surprised by the creativity and brand activations they have to offer that are living inside the minds of these audio experts.

What is the Audio Council working on that will be exciting in 2023?

The Audio Council is working on several exciting initiatives for 2023, kicking off with the release of the 7th Audio Advertising State of The Nation next week, which looks into the industry and its take on the audio landscape. We'll also be announcing and sharing details of new training resources to help the industry expand its knowledge and understanding to optimise audio campaigns.

Tell us a little bit about the company you work for?

Triton Digital is an absolute powerhouse in the digital audio industry and proud to be the global leader for measurement, distribution, and monetisation. Triton is dedicated to helping clients succeed in all facets of digital audio. Whether through distributing their streaming and podcast content, making their digital audio inventory available to advertisers directly or via the Triton Audio Marketplace programmatically, or providing industry-leading measurement like the widely used and respected Australian Podcast Ranker, we are proud to be a part of an industry that has a fantastic and bright future ahead.

Tell us about your role and what you enjoy most about it?

I've been fortunate to lead the Market Development of Triton Digital throughout APAC for the past five years, along with being the Co-Chair of the IAB Audio Council, playing a vital role in driving the growth and success of my clients and the industry as a whole. What I enjoy most about my role is the opportunity to work with a diverse group of audio publishers and partners to help achieve goals and objectives using technology while tackling the constant challenge of the digital audio landscape's ever-changing, fast-paced and dynamic nature.

For more information on the IAB Australia Audio Council, click here.