Speaking at Adwanted’s Future of Audio & Entertainment on Tuesday 29th April, Managing Director of Bauer Media Advertising Simon Kilby spoke about audio’s exciting future, questioning its underinvestment from advertisers.

Despite audio outperforming media channels in weekly reach of the media day (according to IPA Touchpoints data it beats live TV, gaming and social media with a huge 53 million weekly listeners), being Europe’s most trusted platform for news and proven to both generate and convert demand, shockingly only 7% of UK ad spend is on audio.

As Europe’s leading digital commercial radio broadcaster and audio operator, Bauer Media has invested in an industry-leading digital audio advertising product, audioXi. Already operating in 8 European markets, Bauer is now bringing it to the UK.

Introducing audioXi, Simon discussed what he believed are audio’s five biggest pillars for the future, and how the new product has each pillar in mind:

1. Data-driven

With the plethora of media and ever-increasing number of touchpoints that audiences can choose from, it’s more important than ever to target the correct audiences through the mediums that they consume. Live from July, audioXi will utilise first party data from Bauer’s UK radio and podcast listeners, magazine readers, online users and, in the near future, out of home consumers too. From young dance and R&B fans listening to KISS to stylish industry leaders reading Grazia. film fanatics who love Empire to wellbeing gurus listening to Roxy Nafousi, auto enthusiasts reading Car to adults that also enjoy classical music. Through over 100 media products, Bauer’s high-quality data will help advertisers deliver content directly to the audiences they’re looking for.

2. Audience-focused

Commercial radio reaches over 40 million people across the UK, engaging consumers through talent they trust with the music they love. At Bauer, this ranges from famous voices like Martin Kemp and Olivia Atwood, beloved broadcasters like Gok Wan and Kate Thornton or BBC stalwarts such as Ken Bruce and Simon Mayo. The success of audio boils down to the connection between presenter and listener – radio is the original influencer and no other media has a such a special relationship with its audience.

Choice has also been a key factor in audio’s success. With the proliferation of radio stations and podcasts, no matter what genre audiences are into, there’s a station for them. This could be Magic at the Musicals for fans of a show tune, Hits Radio Pride for the LGBTQ+ community and Absolute Radio 60s for The Rolling Stones fans.

3. Multi-platform

Audio is now a 360 media product – audiences can listen via smart speakers, in the car or on phones – and radio brands have grown in tandem. Radio stations now have huge social followings and put on sell-out live events for thousands of people, and at Bauer, are all now delivered via Rayo. The digital platform allows listeners to tune in online, on smartphone, and listen to on-demand content with ease.

4. Innovation

Like all industries, audio is continuing to innovate. Innovation is built into the DNA of audioXi, helping brands connect with audiences in brand new ways. For example, consumers can take action on ads they’re hearing by responding via their voices when talking to smart speakers or by shaking their phones. Audio won’t just be able to target by day part, location, age – it will also be able to do so in a way that’s engaging and unscrollable. Plus, as with all industries, audio is able to reap the benefits of AI. Synthetic voices are improving by a drastic rate, opening up possibilities for smaller brands to advertise with lower barriers to entry or for brands to produce dozens of ad variations with the click of a button.

5. Human Touch

That being said, despite the exciting AI future, it’s important to note what makes the audio industry special – human connection. AI can elevate but not replicate – and it won’t replace the thing that makes the industry so special: the people.

So… as audio continues to grow, innovate and deliver for brands, it’s time ad land puts its money where its ears are.