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The news: Audio ad platform Odeeo and content creation platform Wondercraft today announced an in-game audio ad partnership that will allow advertisers to craft audio ads in multiple languages in minutes. The partnership will integrate Wondercraft鈥檚 AI-powered creative production tools with Odeeo鈥檚 in-game audio solutions, with features to craft, localize, and personalize content. Our take: Odeeo and Wondercraft鈥檚 collaboration promises potential, capitalizing on the steady trajectory of time spent with gaming while accounting for gamer preferences for ads that are non-intrusive and integrate with the game鈥檚 environment.

On today鈥檚 podcast episode, we discuss our 鈥榲ery specific, but highly unlikely鈥� predictions for 2025. What would happen if Google preemptively broke itself into smaller pieces, if online shopping flatlined, and if the audio ad space doubled in size in short order. Join Senior Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analysts Blake Droesch and Max Willens. Listen everywhere and watch on YouTube and Spotify.

How is programmatic advertising shaping the growth of the digital audio ad market, and how should advertisers spending in terrestrial radio think about balancing their spend between terrestrial and digital audio channels?

Sports remains a profitable ad opportunity: Two-thirds of Americans are sports fans and over half have made a purchase based on audio ads.

Key Question: How quickly will the digital audio ad market grow over the next four years? Key Stat: Spending on digital audio ads will rise $1.62 billion between 2024 and 2028, per our forecast. But total audio ad spending will grow by less than $1 billion during that period. Executive Summary. Advertising budgets are migrating out of terrestrial radio very slowly.

Although traditional radio advertising remains a $10.5 billion business in the US, it鈥檚 slowly shrinking. Digital audio advertising, by contrast, will grow 6.8% in 2024 to reach $7.12 billion.

Prediction: GenAI will more than double the digital audio ad market by 2029. Voice commerce has struggled to gain traction, but AI could finally make it viable by creating more natural, contextual interactions. Google, Amazon, and Apple are all pushing further into conversational audio, advancing products like Alexa and Siri.

Podcasts represent a medium where time spent is growing faster than other audio ad options like radio, and the market is poised for consistent growth despite broader ad spending pullbacks.

Madison Logic just added audio advertising to its portfolio earlier this year, aiming to reach the modern B2B consumer who is younger and more digitally native. 50% of B2B marketers plan to increase their investment in podcast advertising this year, per a November 2024 survey from Madison Logic and The Harris Poll. "People are using their personal lives to actually work and do their research.

Zooming out: This launch comes as new tools from Adobe, Amazon, and YouTube are helping marketers make scalable, personalized generative AI video ads, Spotify recently introduced generative AI audio ads, and Meta鈥檚 plan to automate ad creation by 2026 echoes TikTok鈥檚 Symphony push: AI-generated campaigns tailored by platform, persona, and placement.

When SiriusXM acquired Pandora in 2019, Pandora had recently acquired digital audio ad tech company AdsWizz, which now acts as the ad server and sell-side platform (SSP) for the entire SiriusXM Media portfolio.

Digital audio advertising will have a CAGR of 5.3%, including 8.5% for podcast advertising. The rapid growth will push digital鈥檚 share of audio advertising to 47.4% by 2028. In-game advertising remains mostly a mobile affair, but consoles and PC developers are making moves. Ad buyers will spend 90.4% of their in-game ad dollars on mobile games in 2024.

The campaign used disruptive audio ads featuring hold music mid-podcast, followed by programmatic ads and DOOH placements in Manhattan. This resulted in a noticeable increase in web traffic, leads, and sales conversions. Winning strategies for B2B marketers. Prioritize quality over quantity. Focus on high-value formats like video, interactive media, thought leadership, and community-driven content.

Whether this is a personal expense or a shared family account, one-third of adult Gen Zers are not exposed to digital audio ads鈥攗nless they鈥檙e listening to podcasts. Spotify is the leading digital audio platform among listeners under 55. It is the most used digital audio platform for 47% of listeners ages 12 to 34 and 31% ages 35 to 54.

Though marketing budgets are under scrutiny in this tight economy, it might make sense to consider integrating audio advertising into your marketing mix. That鈥檚 because listener growth is picking up for podcasts and audio formats overall. Audio ad formats also have unique features to help marketers.