With the continued growth of digital audio and the scale of broadcast, there’s a unique opportunity to combine precision targeting with mass reach in a brand-safe, trusted environment. We spoke with Simon Kilby, Managing Director, Bauer Media, who told us how the latest developments in audio will enable smarter targeting, better measurement and more personalised messaging.

What is the one thing you wish everyone knew about audio?
Audio is one of the most powerful and undervalued channels for building real human connection at scale. It’s not just background noise; it’s a highly trusted, emotionally engaging environment where audiences actively choose to spend time. Whether it’s live radio, streaming or podcasts, audio reaches people in moments that other media simply can’t – in the car, at home, or on the move – and it does so with a level of attention and intimacy that’s hard to replicate elsewhere.

What’s the biggest misconception advertisers have about audio?
That it’s purely a “reach” or “frequency” channel.

Audio absolutely delivers scale; Bauer Media reaches 22.5 million listeners every week – but the real value lies in how it reaches them. These are trusted environments, with strong editorial brands and deep audience relationships. That trust transfers to advertisers.

There’s also a misconception that audio is difficult to measure or optimise. In reality, with advancements in digital audio, we now have sophisticated targeting, attribution and effectiveness tools that make it as accountable as any other channel, while retaining the emotional connection radio has always had.

What is the biggest opportunity for media agencies / advertisers in audio this year?

The biggest opportunity is to think about audio as a strategic channel.

We’re seeing more brands unlock value when they integrate audio earlier in the planning process, not just as an add-on at the end. With the continued growth of digital audio and the scale of broadcast, there’s a unique opportunity to combine precision targeting with mass reach in a brand-safe, trusted environment.

There’s also huge potential in creative. Audio is incredibly flexible and cost-effective, allowing brands to test, learn and adapt messaging quickly, something that’s particularly valuable in today’s fast-moving landscape.