Professor Mark Ritson, who presented the findings at Cannes Lions, said audio was an “unfair advantage hiding in plain sight”.

Early results from Sainsbury’s retail media platform claims campaigns deliver 2.5x higher incremental sales from omnichannel campaigns.

The announcement comes as the not-for-profit undergoes a dual programme of activities at London Climate Action Week and Cannes Lions this week.

To kick off a three-part mini-series on the future of podcasting, The Media Leader asked industry experts to define what a podcast is now that the channel’s ecosystem has broadened significantly.

The survey also found that more Britons prefer audio-only podcast formats.

At the launch event, the CEO of Cannes Lions also announced the UK’s first creativity accelerator programme, in partnership with the Advertising Association.

The addition of Audiomack, Sonos, Boom Radio and CountryLine takes Octave’s audio audience to 15.5m monthly listeners.

A panel of regulators, editors, and activists discussed online safety and the regulation of online platforms at an Advertising: Who Cares? event in London last week.

The platform, AdPower, enables businesses to book media “as easily as booking an Uber”.

The study was conducted by the World Out of Home Organization in collaboration with 11 supply-side platforms from across the world.