How will advertisers answer the call of programmatic audio?
Opinion
AI is cutting costs, speeding up production, refining targeting and making it easier for advertisers to optimise their programmatic audio campaigns. So why aren’t more brands embracing this ad format?
The latest eagerly awaited unveiling of Spotify Wrapped was like an early Christmas present for music lovers desperate to discover and share their top artists and tracks of the year. The anticipation surrounding this annual event, along with similar end-of-year playlists on Apple and YouTube, underscores the enduring popularity of audio content.
There are many channels and platforms available to consumers, but digital audio still attracts large audiences. According to Ofcom, six in ten UK consumers listen to online music services or music radio each week, while just over a third listen to speech radio.
Despite this loyal following, the most recent IPA Bellwether Report shows ad spend in audio channels is falling.
Data from the IAB Digital Adspend Report for H1 2025 confirms that digital audio investment stands at a modest £160m in the UK – less than a 1% share of the £18.7bn advertisers spent overall in that period – compared to the £4.3bn going to digital video.
So why aren’t advertisers making more of this channel, and can evolving technologies such as AI lower barriers to entry for those wanting to invest in programmatic audio?
Why programmatic audio is underused
On the surface, there are many compelling reasons for advertisers to pay closer attention to programmatic audio.
There’s been an explosion in growth that’s set to continue in the audio space – across radio, podcasts, and streaming services – and audience targeting based on factors including location, demographics, behaviour, and interests is now possible.
It’s also a high engagement channel where brands can create memorable advertising experiences – and at a much lower cost than programmatic display or video.
But there are significant obstacles for marketers too, particularly when it comes to proving ROI.
Measurement is complex due to a lack of universal standards and relatively low transparency – large platforms like Spotify have only recently opened up data access to advertisers.
Fragmentation also presents a challenge, with advertisers having to contend with numerous platforms and associated buying tools across local, regional, national, and international markets.
Audio inventory is more expensive for brands to access than display, and production costs are higher. There are aspects such as scripting, talent, and audio engineering to consider. Add to this the perceived immaturity of programmatic audio, coupled with evidence that some brands don’t fully understand this channel, and the lack of investment growth is more understandable.
What advertisers stand to gain from programmatic audio
However, the benefits of investing in programmatic audio are considerable.
Audio advertising’s strength lies in its ability to forge emotional connections and create long-term recall. Audio can fit into everyday life in many ways: in the car or on public transport, at the gym, at home, or outdoors.
Audio ads are less skippable than display or video ads, making them more memorable. Jingles and familiar voices can stick in the memory for years, and with programmatic audio, this emotional impact is coupled with precise audience targeting.
Advertisers can also utilise dynamic creative to ensure relevance – messages can be tailored by audience, location, time of day and even music genre, so a brand can sound different on a hip-hop playlist than it does on a talk radio station.
Ads can even adapt to real-world signals such as weather, so national campaigns can have a much more local, relevant feel.
As access to platform data improves, so does measurement. It’s becoming easier for marketers to link exposure to app installs, site visits and even in-store outcomes using mobile and location data.
Smart speakers push this further by enabling shoppable experiences, and integrating programmatic audio into omnichannel strategies is now a realistic prospect for advertisers.
How AI is opening up access to programmatic audio
New technologies are also helping to overcome the challenges outlined above, and significantly lower barriers to entry, too.
New platforms offer affordable, AI-assisted audio ad creation. AI-enabled voice and composition tools can rapidly generate bespoke audio spots at scale, opening up access for regional and small advertisers.
AI can even introduce desired imperfections and variations in tone and accent, adding charm and authenticity that audiences often prefer to a more polished delivery.
Overall, AI is cutting costs, speeding up production, refining targeting and making it easier for advertisers to optimise their programmatic audio campaigns.
While some are reluctant to invest in this channel because it is relatively unproven, solid proof points will only emerge once the investment is made. When the wave of early adopters becomes a flood, this will happen.
Programmatic audio shows every sign of being the next boom area
Market forecasts may seem cautious, but there’s growing interest in programmatic audio, with brands more willing to experiment and leverage the available technical tools. I expect it to be a future growth area in digital advertising.
Of course, there are still challenges to overcome – especially around measurement and education – but audio’s ability to create emotive, memorable, and intimate ad experiences will prevail.
With AI removing the friction, the call of programmatic audio will finally be heard by advertisers.
Lukas Schneider is the director of campaigns & products at MINT Square