Audio’s 360 opportunity showcased at Future of Audio and Entertainment 2025

The industry came together on Tuesday at London’s County Hall for the latest instalment of Adwanted’s annual Future of Audio and Entertainment event. The agenda was jam-packed full of media industry influencers, insights and even a rugby World Cup winner – here are just a few of our highlights:

The case for multi-platform audio

Radiocentre’s CEO Matt Payton set the context for the conference, noting the scale of today’s commercial audio opportunity, with 76% of UK adults now tuning into ad-funded radio, podcasts and music streaming each week. He highlighted the huge opportunity this presents for brands to reach incremental audiences and enhance their campaign effectiveness by combining digital audio and radio. A timely message, as advertising investment faces increasing scrutiny amid economic and political uncertainty.

Investing in innovation

The technology powering audio advertising’s digital capabilities was on full show at the event. Bauer Media Advertising’s Managing Director Simon Kilby introduced audioXi, a new product designed “to be the future of Bauer Media Audio”. It will offer advertisers AI-enabled opportunities to build effective, addressable campaigns that leverage Bauer’s extensive first-party data across its audio, online, magazine and, in the near future, out-of-home media. Bauer Media, he said, is “built around delivering content that millions love to consume. Through our over 100 media brands, we have a quality of data that will deliver advertisers exactly what they are looking for.”

Global’s Commercial DAX Director for Audio, Tom Streetley, and DAX Audio Strategy Director, Faye Trinquart, meanwhile gave an update on DAX ID, which has offered cookie-free digital audio measurement across all environments and devices since its launch a year ago. It’s improved campaign outcomes for the many brands using the solution, while producing plenty of learnings beneficial for all advertisers, some of which were shared at the event. We were particularly interested to learn how results differ between devices, with audio on desktop converting best in the mornings between 7am – 9am, and smart speaker conversions peaking in the evening.

The 360 opportunity

A common theme throughout the conference was the value that partnering with audio brands can offer to advertisers, extending beyond the traditional spot ad or host read.

“No longer are you just a static audio opportunity you have to really think about the 360 opportunity and how you want to interact with the audience and meet the audience in the space that they’re coming to your content in,” said Katie Bowden, Managing Director of Commercial Audio at Global.

This, we heard, extends to live events, podcasts, video and of course, social media, on which radio brands have built up massive followings. As a sign of the increasingly symbiotic relationship between radio and social media, influencers are now building their own audiences on radio, as shown in a session from Classic FM. Earlier this year, they welcomed the hugely popular Youtuber DanTDM as the presenter of a new series showcasing classical music in video games.

Audio’s superpower

We were reminded throughout the day of the enduring importance of the intimate relationship that audio brands and their on-air talent have with audiences. More important than ever in an age of faceless technology and audience fragmentation, advertisers were called to recognize the value that listeners clearly find in audio and in particular radio, which still commands 20% of the media day but far less media investment.

The secret to audio’s success and its potential for advertisers? According to Simon Kilby, “People are the USP that will differentiate media channels and great advertisers in an increasingly self-served environment. AI can elevate, but it can’t replicate, and it won’t replace the thing that makes our industry so special, that is the people.”