it may have historically lacked the ability to track and target individual listeners, but radio’s intimacy has always<\/em> made it a personal medium.<\/p>\n

Now that audio listening channels\u00a0can<\/em> take advantage of digital signalling, many think that the unique properties of new-wave radio plus the addressability of digital can combine to make an appealing offer.<\/p>\n

In this video interview with Beet.TV, Sarah Foss, the chief information officer of number-two US radio group Entercom, explains the attraction.<\/p>\n

Turn up the volume<\/h2>\n

Audio is booming, with consumption growth coming from a range of devices and experiences:<\/p>\n

\n
• Smartphones on the go.<\/li>\n
• In-ear gadgets like AirPods<\/li>\n
• In-home smart speakers.<\/li>\n
• In-car systems.<\/li>\n
• Podcasts continuing their broader appeal, including Spotify introducing them to a wider audience.<\/li>\n<\/ul>\n

  The new-look audio universe benefits from programmatic and addressable advertising of the same kind that video has learned to adopt.<\/p>\n

  Audio is compelling<\/h2>\n

  “One of the things that we’ve seen through COVID is audio is hot,” says Foss. “People are rediscovering radio, audio. They’re finding content in new ways that they can engage with through smart speakers in the home.<\/p>\n

  “Even though we’re not commuting in our cars, we’re still driving to get take-out food; we’re driving to go pick up things at the local grocery store.<\/p>\n

  “So it’s pervasive, how we can engage with really compelling audio content is everywhere. And consumers really have shown that because radio right now is the number one reach medium in the country.”<\/p>\n

  \n

  Consumer gambling and sports betting measure the direct impact of streaming audio. #EntercomInsights<\/a> #audio<\/a> #streaming<\/a> #marketing<\/a> #advertising<\/a>https:\/\/t.co\/GR0qaAObSK<\/a><\/p>\n

  — Entercom (@Entercom) December 22, 2020<\/a><\/p><\/blockquote>\n