The world of audio is in the spotlight and it has earned a place as a superstar in the media mix. Brands have more ways to connect with their audiences thanks to the medium’s growth and increased visibility. Consumers are spending four hours daily with audio—via streaming, radio, and more—and marketers are embracing all of the possibilities it offers. 

In 2024, audio was much more than just podcasts and radio. Creators are now multi-platform powerhouses, hosting audio and video podcasts, orchestrating live events, building their own media empires, and amplifying reach across social media platforms. As creators of all sizes increase their podcast presence there are more opportunities for brands to engage loyal audiences through host endorsements, sponsorships, and immersive experiences. This shift reflects a growing trend where influencers transcend traditional channels, fostering deeper and more interactive connections with their audiences both online and off.

In this truly 360-degree world of audio, brands have opportunities to do more, say more, and be heard more. Several ARM experts weighed in on strategies for 2025 that will help brands get the most out of their audio investments. Let’s dive in.

1. Lead with podcasts first, but not only

Podcasts are an advertising powerhouse. Brands should lean on the authenticity of host-endorsed podcasts to build awareness and affinity. Complimenting a brand’s mix with additional channels can help drive reach and frequency. The right channel mix enables brands  to achieve maximum impact across the marketing funnel. According to ARM Chief Revenue Officer Teresa Elliott, two of the top reasons to diversify are to broaden reach and identify exactly how audio can help brands achieve their goals. “We love podcasts at ARM, and we execute podcast campaigns really well,” she said. “While podcast ads should be a key element of an audio strategy, they should not be the only element. Diversifying a brand's audio mix is like balancing an investment portfolio. Different solutions are going to make sense based on individual goals and timelines. When brands are focused on podcasts alone or only on one or two shows within the podcast channel, they’re missing out on the opportunity to drive more results for their brand.” 

A more holistic approach to audio advertising enables brands to test and refine strategies to find the highest performing channels for their goals—whether brand or performance oriented—and unlock more opportunities for engagement. 

2. Evolve your creative

The experts on the ARM creative team are laser-focused on the research, trends, and innovations that take audio creative from run of the mill to a source of deep connection. Their top strategies for 2025 are: 

  • Match the content. “The most engaging host-reads we heard in 2024 (and we listen to thousands of reads weekly) all have one thing in common: They sound like part of the show,” the team said. Brands can achieve big results by giving creators enough runway to deliver a message that feels natural and genuine to listeners. One easy-to-execute way to sound more like content is to avoid too many disclaimers or product points. 
  • Get niche. Smaller genres and show-specific tweaks make a big difference in ad performance. Get personalized and invest in genre-specific messaging that makes your copy resonate, making listeners feel like it was written just for them. 
  • Let hosts do their thing. “Podcast hosts are the ultimate influencers,” said the ARM creative team. “They’ve earned their audiences’ trust. Lean into that established relationship by using less scripted copy and more ad-lib prompts. … As well as you know your brand, the host knows their audience. Let them be the bridge that connects your brand to an audience that’s ready to engage.” 

3. Embrace AI

If 2024 was the year of AI buzz, 2025 is the year to put it into action in practical ways that deliver real ROI. Some of the most useful AI applications are helping to streamline audio ad production, open up new opportunities for customization, and reduce costs. “AI is giving brands a bigger canvas to play with and cutting down on production costs in an already cost-effective medium,” Elliott said, making it a highly desirable way to amplify any campaign. 

AI utility is enormous. For example, AI can dynamically customize ads based on factors such as local weather. It is also able to simplify updates to existing ads or little tweaks like changing a coupon code, without requiring the host to re-record. With the power of tech innovations, customizing and optimizing audio advertising has never been easier. 

4. Work with up-and-coming creators

“While top-charting podcasts provide significant brand-building opportunities with robust integrations, smaller creators bring exceptional value through their passion and authenticity,” said Elliott. These creators often take on sponsorships they genuinely connect with, enabling brands to benefit from anorganic and trustworthy endorsement. These creators also tend to have deep expertise in their area, which is meaningful to listeners. That level of focus not only strengthens the creator’s credibility, but also allows brands to align more closely with their target audience. Not to mention, smaller creators often come with lower price points, enabling brands to experiment with more shows and diversify their strategy without maxing out their budgets.

Working with emerging creators is also part of the flexible, experimental approach to audio advertising we previously mentioned, which is essential in today’s diverse and ever-expanding audio landscape. “Audio isn’t a one-size-fits-all medium,” Elliott said. “It means different things to different people and different things to different brands.” As such, brands need to define their goals, understand their audience, and identify the right creators to work with. Niche creators allow brands to experiment, test performance, and refine strategy—all while supporting a creator and their content

5. Prioritize partner and platform innovation

The audio landscape is complex, and partnerships should be established with an eye to the future of the industry, which is on track to become more expansive in the coming years. Brands must choose partners that are focused on evolving alongside the industry, making them well positioned to capture opportunities as they arise. “The right partners go beyond offering flashy, big-network solutions and instead tailor strategies for each brand that do more with their budgets, exceed goals, and achieve the full potential of the audio universe,” said Elliott. Innovative partners and platforms approach audio holistically, tapping into the integrations that pay dividends, while delivering cohesive, effective campaigns.

From vetting hosts and developing consistent messaging to streamlined billing and all the latest ad-tech, specialized agencies are nimble and experienced, able to capture today’s potential as well as see what’s around the curve. “As experts in audio and its adjacent spaces, ARM delivers transparency, proven strategies, and data-backed solutions, which means brands succeed in an ever-evolving environment,” said Elliott. 

Let’s talk about your big dreams for 2025—and how audio can take you there.