emerging
Unified Audio Measurement
Publishers, agencies, and measurement partners are collaborating to develop unified audio measurement solutions that bridge the gap between over-the-air, digital streaming, and podcast ads.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
The increasing fragmentation of audio consumption across various platforms has created a need for unified measurement solutions. This trend involves breaking down silos between traditional radio, streaming, and podcasts to provide a holistic view of audio campaign performance. This unified approach will enable advertisers to better understand the true ROI of their audio investments. As Lauren Russo of Horizon Media notes, "We’re seeing increased investment [in Audio] because of this. It’s changing the media plan."
Context Signals
66% surge in combined audio listening across platforms
Horizon Media's partnership with ArtsAI
Development of multi-platform measurement solutions by publishers
Edge
Unified measurement could unlock new opportunities for cross-platform audio campaigns, optimizing reach and frequency across different channels.
Standardized audio metrics could facilitate greater transparency and accountability in the audio advertising market.
This trend could lead to the development of more sophisticated attribution models that accurately measure the impact of audio on various marketing outcomes.
