Why Digital Audio Is Winning the Engagement War — And What Marketers Need to Know

Remember when audio ads meant a jingle on the morning drive-time radio? Cute. But today’s digital audio landscape is something else entirely — and it’s not just making noise, it’s making connections. With 135 million Americans tuning into podcasts weekly and digital audio ad spend projected to hit $7.55 billion in 2025, this channel is officially having its moment.

The question isn’t if marketers should pay attention to digital audio. It’s how they can capitalize on its unique ability to engage — without turning up the volume too loud.

Let’s explore why digital audio is emerging as the MVP of omnichannel campaigns — and how data-driven platforms like Viant are helping advertisers turn listeners into loyal customers.

Audio’s Moment: The Engagement Advantage

Digital audio doesn’t just talk at people — it talks to them. Whether listeners are at the gym, stuck in traffic, or deep into their favorite true crime series, audio reaches them in moments of focus and emotional connection.

Sirius XM’s AdsWizz reports in Adweek that ads aligned with cultural or emotional resonance deliver a 156% higher emotional impact than generic placements. And with tools like dynamic ad insertion (DAI) and automated host-read ads, brands can tailor messaging in real-time — scaling personalization without sacrificing authenticity.

But high emotional impact means little without execution. Enter DSPs like Viant, which make it easy to manage programmatic audio campaigns across devices, channels and formats — no radio knobs required. With access to over 90% of streaming and podcast inventory, marketers can reach tuned-in audiences wherever they are.

From Reach to Results: Targeting, Privacy & Measurement

Today’s audiences want it both ways: personalized experiences and data privacy. Digital audio, backed by advanced adtech, can deliver both — if you’ve got the right tools.

In the Adweek article mentioned earlier, Sirius XM highlights how privacy-first solutions like clean rooms and anonymized data are making it possible to predict audience behavior without relying on invasive identifiers. Platforms like Viant take it a step further by offering people-based targeting — making sure that your message reaches the right listener, on the right device, at the right time.

Even better? Viant’s advanced reporting capabilities close the loop between audio impressions and real-world results. Whether you’re tracking foot traffic, purchase data, or multi-touch attribution (MTA), Viant gives you visibility into what’s actually working — not just what’s playing in the background.

Smarter Campaigns, Not Louder Ones

As Sirius XM wisely put it in that Adweek article, the future of advertising isn’t about shouting louder — it’s about whispering smarter. And in a world where consumers are bombarded by visuals, audio offers a more intimate, less crowded lane.

But smart whispering takes coordination. Audio rarely exists in a vacuum. Listeners jump from Spotify playlists to YouTube podcasts to mobile apps — often in the same hour. That’s why omnichannel marketing matters.

With Viant, advertisers can seamlessly integrate digital audio into a broader media mix — including CTV, mobile, DOOH, and more. Want to reinforce your TV message with an audio ad during a workout playlist? Done. Ready to retarget with a display ad the moment someone hears your podcast spot? Easy. Viant helps marketers create cohesive, emotionally resonant experiences — even across fragmented media environments.

Why Viant Is Built for This Audio Future

Let’s not kid ourselves: audio is having a glow-up. But growth comes with complexity — new platforms, new behaviors, new regulations. Marketers need partners that can keep up.

Viant is built for this future. From premium audio inventory (thanks to partnerships with leading platforms like AdsWizz and Magnite) to flexible creative tools that let you update messaging on the fly, Viant provides the infrastructure for brands to execute with precision.

And when the campaign wraps? Viant’s advanced reporting suite delivers closed-loop insights, including conversion lift, offline sales, brand awareness, and sustainability metrics. (Yes, even your carbon footprint gets measured.) That means smarter decisions, better ROAS, and no guessing.

The Final Word

Digital audio is no longer the underdog — it’s a critical piece of any modern media strategy. With its unmatched ability to engage listeners in meaningful, context-rich moments, it offers brands a chance to connect — not just advertise.

But as with any powerful channel, success depends on execution. Marketers need platforms that combine omnichannel scale, identity-based targeting, and advanced measurement — without making them jump between tools.

In short: the smartest audio campaigns don’t just sound good. They work.