Media Media Planning and Buying Audio

Ex-Spotify director launches global advertising marketplace for audio


By Danielle Long | Acting APAC Editor

December 15, 2022 | 4 min read

Spotify’s former enterprise sales director Kym Treasure is on a mission to disrupt the traditional audio ad trading space with a full-service audio advertising solution, Audacia.

Audio advertising

Ex-spotify director launches premium audio ad network

Audacia will provide a one-stop shop for brands and agencies across JAPAC in a bid to help advertisers connect with audiences and enable publishers to monetise premium inventory.

Audacia’s premium audio network boasts podcasts, music streaming and gaming inventory in 40 countries. It includes customised and contextually relevant audio creative, video and display formats, as well as campaign measurement and reporting.

According to Audacia founder & CEO Kym Treasure, it is the only independent, full-stack, digital audio advertising platform providing a full-service global solution.

“We know that over a billion people soundtrack their moments with audio using music, radio, podcasts, and gaming. But tapping into these audiences can prove a challenge,” says Treasure.

“This is a pivotal moment for publishers and advertisers across JAPAC,” continues Treasure. “Audio in JAPAC is fragmented which limits what should be a huge opportunity. For the first time, there is an efficient, full-service solution for audio advertising across all premium audio environments,” says Treasure.

“Audacia will transform the audio ad experience for our clients and allow them to reach a new global audience with ease while making it even easier for publishers to monetise their content,” says Treasure.

The rise of podcasts, streaming services, smart speakers and other voice-activated devices is helping to propel audio advertising as marketers seek out new and innovative ways to connect with consumers.

Audio is the fastest-growing digital category, and ad spending is projected to reach $7.65bn this year. Digital music streaming revenue currently accounts for around 15% of the combined radio/streaming/podcast ad revenue market in APAC; however, spending on streaming podcasts is forecast to grow 14-16% in 2023.

In Australia, which Treasure says in a more mature audio market, podcast spending is forecasted to grow 12% annually, compared to traditional radio, which generates 1-2% growth.

“Traditional radio has always been a resilient media given the specific role it plays within people’s lives - entertainment, news, commuting, exercising, and background to work. Digital Audio offers an even deeper personal connection via one-to-one communication, as consumers are typically listening with their headphones.

“We're also able to overlay targeting to ensure that the message is played to the right person, at the right time. Audacia will ensure that contextual relevance and creativity are front and centre of every campaign which will increase brand uplift and recall.”

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