The audio opportunity hiding in plain sight

For years, audio has been one of advertising’s most persistent paradoxes. 

Consumers listen constantly, with music, podcasts, news, sports, and talk programming accompanying them during commutes, workouts, workdays, travel, and downtime. Yet while audio accounts for roughly 30% to 33% of media consumption, it continues to attract only about 3% of advertising spend.¹ 

As a result, “Audio is on sale,” explains Taylor Ash, vice president of inventory partnerships at The Trade Desk: Why, then, are advertisers yet to fully embrace this opportunity? 

Why audio remains media’s biggest mismatch 

For years, digital advertising has been heavily influenced by metrics such as clicks, viewability, and other screen-based measurements. But audio does not always fit neatly into those frameworks. For example, a listener driving to work is unlikely to click on an ad, whereas someone tuning in to a podcast while exercising may never engage with a screen at all. 

At the same time, growing evidence suggests that audio can be highly persuasive within omnichannel campaigns. Research has found that these audiences often exhibit stronger recall, deeper emotional engagement, and lower levels of advertising fatigue compared to those of disconnected campaigns.² 

For advertisers looking beyond last-click attribution, these characteristics make the channel particularly valuable. Rather than measuring audio like display or social, marketers can evaluate its impact through the role it plays in driving incremental reach, strengthening brand recall, and improving overall campaign effectiveness. 

How audio’s value extends beyond reach 

Marketers who want to capitalize on audio’s value can begin by treating audio as more than an awareness channel. 

Notably, research has shown that audio-powered campaigns outperformed disconnected media strategies across several key measures: When included in an omnichannel strategy, audio made ads:

This is because, unlike many digital formats, audio accompanies consumers during highly personal moments, which creates opportunities for message reinforcement, memory formation, and emotional connection that are difficult to replicate elsewhere. 

How brands are treating audio differently 

Advertisers are increasingly incorporating audio into broader performance strategies.

For Bridget Nath, senior video & programmatic manager at Ovative Group, the reason for this type of impact is straightforward: “Audio isn’t begging for your attention.” Rather, consumers actively choose audio environments by subscribing to podcasts, curating playlists, and developing relationships with hosts and creators over time. 

That behavior creates a fundamentally different advertising experience than formats built around interruption.

Why measurement remains a challenge 

Despite this evidence of audio’s effectiveness, investment levels remain comparatively low. One reason for this is that if you measure audio incorrectly, you risk undervaluing the entire channel.

“I would encourage everybody to test audio,” says Jeremy Randol, vice president of programmatic sales strategy at SiriusXM. When doing so, however, he also encourages advertisers to move beyond metrics such as click-through rate, viewability, and last-touch attribution when evaluating audio. While these measurements may work for certain channels, they often fail to capture how audio contributes to broader business outcomes.

That perspective is already influencing how agencies evaluate performance. Nath explains that once Ovative was able to validate audio’s contribution through its measurement framework, conversations about increasing investment became significantly easier. 

What this means for advertisers 

If you’re looking to reap the benefits of audio, it’s important to evaluate the channel against the right outcomes. Audio may not always behave like display, social, or video, but the evidence highlights that it can improve reach, reinforce messaging, deepen emotional connection, and support performance when planned as part of a connected campaign. 

It also means treating audio earlier in the planning process. As consumers move across formats and devices throughout the day, audio can help brands show up in moments other channels miss. 

Ready to make audio a more effective part of your omnichannel strategy? Contact your representative at The Trade Desk to learn how audio can help you extend your reach, reinforce messaging, and drive stronger business outcomes. 

This information is provided solely for background and is not a representation or guarantee of any future performance. 

Alexis Gossard’s, Bridget Nath’s, and Jeremy Randol’s perspectives stem from the panels “Chart-Toppers: Brands and Agencies Hitting the Right Notes” and “The Next Track: Innovation Shaping the Future” at The Trade Desk’s An Afternoon of Audio event on June 9, 2026.

<sub>Sources:
1. EMarketer Ad Spending Benchmarks Q2 2026, GWI Core: Time Spent with Digital Media, Streaming Music and Listening to Podcasts, USA, FY 2025.
2. The Trade Desk Intelligence x PA Consulting. The Untapped Opportunity of Omnichannel, 2024, U.S., U.K. 
3. The Trade Desk Intelligence x PA Consulting. The Alchemy of Omnichannel, 2024, U.S., U.K. 
4. Spotify Advertising, “Boost Mobile hits a high note with efficient sales on Spotify,” April 2026.</sub>