Services
Audio Advertising Across Radio, Streaming and Podcasts
Audio has changed, and we help you navigate it. We plan and buy commercial radio, streaming audio and podcasts in-house, direct with the networks, choosing every placement for who is listening as well as how many.
Audio today
Audio has evolved
The way people listen has changed. Radio audiences have reduced, while streaming music and podcasts have grown quickly and now take up a large share of listening time.
Radio still reaches large national audiences, and it remains one of the most efficient ways to reach a lot of people quickly and at a reasonable cost. Streaming audio and podcasts are different: more fragmented, more personal, and heard in moments that are intimate and specific to what someone is doing. Podcasts in particular offer many ways to work with a show, from spots and host reads to integrations and partnerships with its audience.
Our job is to help you navigate that. We work out which parts of audio suit your goal, buy them direct, and plan them together so each one does what it does best.
- Broadcast Radio
- Streaming Music
- Podcasts
Broadcast Radio
Reaches large national and local audiences quickly and efficiently. We buy it by station and time of day, and measure it on GfK ratings.
Streaming Music & Podcasts
Personal, contextual listening that lets us target specific audiences and control how often they hear your ad. Podcasts add host reads, integrations and partnerships. We buy on impressions and measure against sales with AdMatch™.
Our approach
Everything the channel needs
Channel strategy
We work out where this channel fits in your plan, and where it doesn't, based on your commercial goal.
Audio mix
We decide how much goes to radio for reach and efficiency, and how much to streaming audio and podcasts for targeted, contextual listening, based on how your audience listens.
Planning & buying
We plan and buy in-house, dealing directly with networks and publishers. You see what the media costs and how we are paid.
Audience & targeting
We use your customer data, geography, time of day and program-level targeting to reach the people most likely to buy from you.
Measurement
We set up every campaign to measure sales, leads and revenue before it launches, using AdMatch™ for streaming and GfK for broadcast radio.
Live optimisation
We review results every week and move budget toward what is working while your campaign is still live.
Inside-out, in four steps
Understand
We start inside your business — customers, seasonality, sales cycle — before we look at media.
Strategy
We build your strategy on evidence and proven marketing principles, sized to the outcome you need and the budget you have.
Plan & Buy
We have no ties to any channel or media owner. We invest your budget as if it were our own, guided by your strategy and business objectives.
Measure
We feed the results of every campaign back into your strategy, so each one builds on what we learned from the last.
How we measure this channel
AdMatch™ connects streaming exposures directly to your sales, leads and revenue, so you can see what your campaign returned.
- Track events that matter to you e.g. sales, leads, web visits
- Match CTV/Audio ad exposures to your events
- Measure & Optimise the ROI of your campaigns
Audio media partners
Direct
Publisher relationships with all major audio and podcast networks
We plan and buy in-house, based on each client's objectives.
Common questions
What clients ask before they start
What's the minimum spend to make audio work?
It depends on the mix. Radio needs enough frequency to be remembered in a market, while a podcast partnership can work at a smaller budget with the right show. We size it against your goal rather than quoting a floor, and if the budget is better spent elsewhere, we will say so before you commit it.
How do you prove audio drove the sale?
For streaming audio and podcasts, AdMatch™ matches ad exposures to your sales and leads. For broadcast radio, we compare GfK audience data with your own enquiry and sales data over the campaign period.
Do you produce the creative?
No. We plan and buy the media, and brief and traffic the assets. We work alongside your creative agency or production partner, and we'll let you know if we think a script isn't suited to the stations it is running on.
How long before we see results?
Reporting starts from day one and creative rotates against live data while the campaign runs. How quickly the commercial result follows depends on your sales cycle, which we map before the plan is written.
Also from us
Rarely one channel alone
Let's talk about your next audio campaign
Tell us about your business and where you want to take it. A senior planner will reply within one business day.
Get in touch