Check out this new article in The Drum by Dave Sosson, Senior Manager, Business Development, Programmatic Demand North America!

For years, advertisers relied on the “rule of three,” the belief that hearing an ad three times was enough to make it stick. The idea came from early research on effective frequency, later formalized by Michael J. Naples in a 1979 ANA report, which suggested that just a few well-timed exposures could drive impact. It was a simple, sellable concept that worked well in an analog world.

Today, that logic doesn’t quite hold up. Listeners move easily between platforms, playlists, and podcasts, often within the same hour. Attention is scattered, but measurement has never been sharper.

The post Building a Data-Driven Standard for Digital Audio Frequency appeared first on AdsWizz.

Audio is how people start their mornings, stay motivated at the gym, and discover new perspectives through podcasts. It’s one of the most personal forms of media. Yet it still doesn’t receive the same level of advertising investment as video or social platforms — even though it commands nearly a quarter of consumer media time.

At AdsWizz, we see that gap as an enormous opportunity, with adtech as the secret sauce that unlocks audio’s full potential.

Personalization That Actually Matters

Every listener is different, which is exactly why audio is so powerful. For audio industry leaders like SiriusXM Media, with 170M listeners generating billions of interactions each year, the question isn’t whether data exists. The question is how to put it to work in a way that feels useful, not intrusive.

That’s where advanced identity frameworks, clean room integrations, and AI-driven contextual targeting—and AdWizz—come in. These tools make it possible to treat people as individuals, not just “listeners.” The result is an ad experience that feels less like an interruption and more like a natural extension of whatever someone is doing. That might mean picking up a podcast on the morning run, tuning into live sports in the car, or winding down with music at home.

Taking the Complexity Out of Scale

Moments with digital audio happen everywhere: in cars, on phones, through smart speakers, and across hundreds of publishers. For advertisers, that fragmentation has always made scale feel messy.

Our job is to make it simple. With AdsWizz, brands can tap into SiriusXM Media’s full portfolio, from streaming and satellite to podcasts, through a single transaction. That means fewer silos, less manual work, and more time for marketers to do what they do best: craft campaigns that connect.

Finally, Measuring What Matters

For too long, audio has been undervalued because advertisers believed it was hard to measure, often due to traditional broadcast metrics that didn’t capture the true return audio delivers. That’s changing quickly.

SiriusXM Media is closing the gap between listening and outcomes. From cross-platform ad data feeds to partnerships with Innovid and the IAB Tech Lab, the company is making audio measurable, transparent, and trustworthy. As audio proves its strength in ROI, that progress matters for marketers who need to show results.

Up Your Adtech With AdsWizz

The future of audio advertising is already taking shape, and it looks like this:

• Data-driven precision grounded in identity and insights
• Personalized experiences tuned to context, behavior, and device
• Unified buying across platforms and partners
• Transparent measurement that proves ROI

This isn’t a theory. It’s what we’re building every day. Whether you want to reach commuters in connected cars, podcast superfans, or cross-platform audiences at scale, AdsWizz is the technology foundation that makes it possible.

Time to Build Your Campaigns With Audio

Audio isn’t just having a moment. It’s changing how brands connect with people. With the right technology in place, it’s proving its value as a powerful part of the media mix. At AdsWizz, we’re here to help brands build that future. 

Ready to get started? Contact us today!

The post Built With Adtech: The Future of Digital Audio Advertising appeared first on AdsWizz.

The shift toward creative agility is helping brands engage listeners with the right message, at the right moment, in the right tone, writes AdsWizz's Lindsay Lynch

As audio continues to filter into every corner of our daily lives, whether through smart speakers at home, podcasts during commutes, or running mixes while working out, one thing is clear: context is becoming the new creative frontier for advertisers.

The post The New Context Code: Rethinking Audio Ads in an Always-On Listening World appeared first on AdsWizz.

Read this article by our very own Guy Taylor, Senior Business Development Manager!

Podcast advertising can no longer be ignored. It has become a strategic priority for brands seeking to connect with engaged, niche audiences. According to Edison Research’s The Infinite Dial UK 2025, 51% of UK adults aged 16 and over have listened to or watched a podcast in the past month, representing an estimated 25 million people. This marks a significant rise from previous years and highlights the medium’s growing reach and influence. But this growth is not just about reach; it's about relevance.

 

The post From Reach to Relevance: The New Era of Podcast Advertising Is Here appeared first on AdsWizz.

Take a look at this new piece in The Drum by Dave Sosson, Senior Manager, Business Development, Programmatic Demand North America!

The podcast industry has moved well beyond its scrappy, audio-only roots. What began as a niche format has grown into a multi-platform ecosystem. Audiences still tune in to hear their favorite hosts, but now they’re also watching full episodes on YouTube, following clips on social media, showing up to live events, and engaging with the brands behind the content.

The post Podcast Advertising Has Gone Omnichannel appeared first on AdsWizz.

Take a look at this new piece in The Drum by Bianca Stanescu, Senior Director, Product Marketing!

Podcasting in the UK is now mainstream, with 39% of adults listening weekly, nearly matching the US. This marks a clear shift in media habits as audiences choose content intentionally and expect relevance. Traditional ads don't cut it in this personal, high-trust space. Modern audio adtech enables brands to deliver tailored, timely messages through tools like dynamic insertion and contextual targeting. To stay relevant in 2025, podcasts must be a core part of any media strategy.

The post Turning Listeners Into Customers: The Podcast Strategy Every UK Brand Needs appeared first on AdsWizz.

Take a look at this new piece in The Drum by Dave Sosson, Senior Manager, Business Development, Programmatic Demand North America!

Podcasts are booming. Smart speakers are everywhere. Streaming is mainstream. But buying by show or platform is no longer enough. It’s not about where your ad runs. It’s about understanding who is listening, what they’re doing, and why that moment matters. Advertisers must shift toward a behavioral, contextual, and moment-driven approach—a strategy rooted in understanding listeners, not just inventory.

The post From Passive Plays to Performance: Rethink Audio With an Audience-First Mindset appeared first on AdsWizz.

As presenters for AdsWizz, we took things a step further this year. It wasn’t just about getting people excited about buying audio. We showed how brands can unlock their full potential by buying programmatically.

Audio Is Everywhere and It’s Deeply Personal

One of the most powerful things about audio is how effortlessly it fits into everyday life. Whether it’s a morning news briefing, an evening podcast, or a workout playlist, audio is there throughout the day. It doesn’t interrupt or compete for attention—it just fits naturally.

That presence gives brands a unique opportunity to engage with people in personal, meaningful ways. You’re not forcing a message into a scroll. You’re entering a space where people are actively listening, and in the case of podcasts, where they are leaned in and open to suggestions or learning about something new.

During our presentation, we shared a few data points that stood out:

• 70% of people in the UK listen to digital audio weekly
• Digital audio reach has grown 43% since 2018
• The average listener spends 2 hours and 34 minutes a day with digital audio

Despite high levels of engagement, audio still lags behind other media channels when it comes to ad spend. It makes up 21.4% of media time but receives only 9% of digital ad budgets. That gap points to a clear opportunity. Buying audio programmatically is one of the smartest and most efficient ways to close it.

The Value of Programmatic Audio

We focused our session on how programmatic advertising brings efficiency, flexibility, and smarter targeting to the audio space. It’s more than automating delivery, it’s about elevating the entire campaign experience for both brands and listeners. When used effectively, programmatic audio gives advertisers a way to connect in ways that are timely and relevant, without disrupting the listening experience.

The advantages are clear:

• Targeting based on real-time behavior, context of the podcast the listener is tuning in to, and demographics like age/gender
• Optimization throughout the campaign based on performance insights
• Delivery across streaming music, podcasts, and digital radio
• You leverage Dynamic Creative Optimization (DCO) to personalize messages to fit the moment and format

Bringing It to Life With Bwin

To illustrate how this all works in practice, we shared a recent case study in partnership with Bwin, a leading sports betting brand. The objective was to boost brand recognition among podcast listeners in Germany during the Euros. 

Our team used programmatic tools to target people who regularly tuned into sports podcasts, as well as any podcast that was talking about the Euros, whether it be a news or comedy or sports podcast. The ads featured upbeat music, clear messaging, and repeated brand mentions, all tailored to resonate with Bwin’s audience. This campaign showed that with the right mix of creative, context, and targeting, audio can deliver strong, measurable impact.

The results were significant:

• A 20-point lift in brand awareness across the exposed audience
• A 15-point lift among individuals who regularly attend live sporting events

What We Heard on the Ground

After our session, audience members came up to continue the conversation, making it clear that audio is earning a bigger seat at the table in media strategy discussions.

Several themes came up repeatedly:

• Surprise at how advanced programmatic audio has become
• Curiosity around scaling campaigns across multiple markets
• Interest in new creative formats and smarter measurement models

What Comes Next

The future of audio is already here. With engaged listeners and proven technology, brands are ready to create more meaningful experiences. We’re proud that AdsWizz is helping lead the way, as both a sponsor of this event and a trusted partner to those shaping what comes next. Thank you to everyone who joined us. We’re excited to keep the conversation going.

Ready to take your audio strategy to the next level? Reach out to our team to explore how programmatic audio can elevate your campaigns.

by Lindsay Lynch & Rowan Hamill, Business Development Directors

The post Tuning Into Tomorrow: Reflections on The Future of Audio and Entertainment 2025 appeared first on AdsWizz.

What Is the IAB Podcast Measurement Certification?

The Interactive Advertising Bureau (IAB) is a global organization that helps define the rules and best practices for digital media and advertising. Its Podcast Measurement Certification ensures that platforms like ours follow consistent, standardized methods when measuring things like podcast downloads, listener activity, and ad impressions.

In short, it’s a mark of quality that gives everyone in the podcasting space—advertisers, publishers, creators, and listeners—greater confidence in the data they rely on.

Why Certification Matters to Advertisers and Publishers

It builds trust. Whether you’re running a podcast, buying ad space, or analyzing campaign performance, IAB certification means the numbers you see from AdsWizz are not only accurate but also aligned with industry-wide standards.

It future-proofs your growth. The podcast industry continues to evolve rapidly. By staying up to date with the latest IAB guidelines, we make sure our tools and reporting evolve with it—so you can grow confidently.

Accurate, standardized data unlocks major benefits:

• Improved credibility: Certified data boosts confidence with buyers and partners, positioning podcast publishers as reliable and professional.
• Attracting premium advertisers: Demonstrating real audience engagement makes it easier to command higher CPMs and build stronger relationships.
• Optimized performance: Advertisers can measure and improve campaigns; publishers can fine-tune strategies for better results.
• Greater transparency: Trustworthy metrics help everyone understand what’s really working, removing guesswork from the equation.
• Stronger audience insights: Precise data reveals listening habits and engagement patterns, informing content and ad strategies.

Beyond the Badge

Achieving IAB Podcast Measurement Certification Version 2.2 wasn’t just about meeting a checklist—it was about validating the integrity of our data at every level. From how we define a download to how we attribute ad impressions, every step of our methodology was tested against the latest IAB standards. The result: Measurement you can rely on, backed by proven processes.

More importantly, this certification reinforces what we stand for: delivering transparent, consistent insights that help the entire podcasting ecosystem thrive. Whether you’re a publisher expanding your reach or a brand maximizing ROI, you can move forward with confidence, knowing your decisions are grounded in trusted data.

• Curious about how IAB certification works and why it matters? Visit the IAB Tech Lab to explore the Podcast Measurement Certification Program.
• Let us know if you’d like to dive deeper into how these updates benefit your business or creative.

The post AdsWizz Is Certified With IAB Podcast Measurement 2.2 appeared first on AdsWizz.

Programmatic audio is gaining serious traction, transforming how brands reach and engage listeners, writes Rowan Hamill, Director of Business Development at AdsWizz. The momentum is fast and only accelerating. This is just the beginning. With its distinct advantages, programmatic audio is quickly becoming a core pillar of the digital marketing landscape.

The post Why Programmatic Audio Should Be Part of Your Media Strategy appeared first on AdsWizz.