We spend our days surrounded by screens: at work, at home, and everywhere in between. But audio is the one channel that moves with us, from morning routines to evening commutes, from workouts to household chores. More than two-thirds of U.S. consumers will listen to digital audio every month this year, making it one of the fastest-growing ways to connect with audiences. Experian and Audacy are working together to solve the challenges of fragmented listening, cross-platform targeting, and campaign measurement, helping brands reach people in the moments other channels can’t.
Why audio sticks with us
Audio fits into life’s in-between moments, from the commute to the workout to the chores, when other media can’t. Unlike video, it doesn’t demand full attention; it joins the flow of daily routines. This makes audio uniquely personal, creating connections that other formats can’t replicate.
Audacy’s expertise in understanding listener behavior ensures that audio campaigns feel like a natural part of daily life. Experian’s data helps advertisers identify the right audiences, while Audacy ensures the message is delivered at the right time. Together, we help brands create campaigns that resonate deeply with listeners. By meeting audiences in their moments of focus, audio becomes a powerful tool for building meaningful and lasting connections.
“Audio is a companion in people’s daily rituals. Whether it’s doing dishes, folding laundry, or going for a run, you have audio going in your ears, and you’re really engaged with it. From an advertising perspective, that’s incredibly powerful because listeners are paying attention to the content.”
AudacyKevin Greenwald, SVP of Advertising and Audience Products
Making sense of scattered listening habits
Today’s listeners consume audio across a variety of devices and platforms. Devices like smart speakers and smart home hubs now account for over 27% of digital audio time spent daily among U.S. adults, highlighting the growing role of connected devices in audio consumption. When listeners bounce between apps, stations, and devices, it’s easy for advertisers to lose track of them. Audacy’s advanced platform capabilities, combined with Experian’s identity solutions, simplify this process by providing a unified view of audience behavior, ensuring campaigns remain cohesive.
Audio is highly adaptable, letting advertisers tweak a message on the fly by shifting tone, length, or format to stay relevant in the moment. This flexibility ensures that campaigns remain cohesive and impactful, no matter where or how listeners engage.
“Audio has a degree of flexibility that other channels don’t. You’re not tied to a programming clock, and ad lengths can vary. It’s also easy to create a great audio ad quickly, which makes it a channel ripe for experimentation and innovation.”
AudacyKevin Greenwald, SVP of Advertising and Audience Products
Following listeners wherever they go
Today’s listeners don’t stay in one place: they bounce from live radio in the morning to streaming music during the day, then wind down with a favorite podcast at night. For advertisers, that creates a challenge: how do you keep up with an audience that’s always moving? Without a unified view of the listener journey, campaigns can lose impact. With the right insights, though, every handoff becomes an opportunity to stay relevant and connected.
Audacy’s platform, combined with Experian’s identity solutions, bridges these gaps. Together, we help you follow your audience wherever they go, creating consistent experiences that drive results. This approach improves targeting and ensures that messages remain impactful.
“I hope that there’s a day coming where we can understand ad exposure in the car as well as more cars are connected and things like that. That would be really powerful.”
AudacyKevin Greenwald, SVP of Advertising and Audience Products
Your audience is listening, let’s make sure they hear you
Audio helps you connect with your audience in moments other channels miss. With Experian’s marketing data and Audacy’s expertise, you can simplify cross-platform targeting, improve campaign measurement, and create messages that truly resonate. Let’s work together to make your message heard.
Let’s talk audio strategy. Contact us today
About our experts
Kevin Greenwald
SVP of Advertising and Audience Products, Audacy
Kevin Greenwald is the SVP of Advertising & Audience Products, where he partners closely with Audacy’s sales team to deliver leading ad product and measurement capabilities for their clients.
Crystal Jacques
VP of Enterprise Partnerships, Experian
Crystal Jacques is the VP of Enterprise Partnerships, leading Experian’s go-to-market team across all verticals. With over ten years of experience in the Identity space, Crystal brings a wealth of expertise to her role. She joined Experian in 2020 through the Tapad acquisition, following her successful stint as the head of Global Channel Partnerships for Adbrain, which The Trade Desk later acquired.
Latest posts
NEW YORK, Sept. 28, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology, today announced a new metric for cross-device marketers, Viewable Exposure Time (VET). Viewable Exposure Time measures across screens and ad formats, identifying the optimal amount of time a consumer spends with an ad before they take action. The announcement coincides with Unify Tech '16, Tapad's third-annual cross-device summit during Advertising Week NY. Frequency caps are currently used to ensure that dollars aren't wasted on redundant ads. Viewable Exposure Time evolves the frequency capping approach to include accelerating a consumer's ad exposure rate up to the optimal time spent with the brand. VET is used in affinity, digital transaction and offline purchase models as a key indicator of marketing budget well-spent. Beta users of VET span every vertical, though interest is especially high from CPG, Automotive, Telecommunications and Retail. Viewable Exposure Time unifies and upgrades marketers' predictors of advertising success by leveraging cross-screen engagement across digital and television, with vendor-agnostic viewability scores for video, rich media and display. "Today's current measurement options, like click-through rate (CTR) and TV gross ratings points (GRP) tell an incomplete story," said Tapad GM of Media Kate O'Loughlin. "Tapad is focused on measuring what really matters to marketers – building an efficient connection with a customer. Innovation in metrics was long overdue." More than just a measurement tool, Tapad also provides clients with VET activation. Factoring in time spent with ads in viewable seconds and minutes, these analytics inform marketers about which audiences are underexposed, enabling them to adjust campaigns and deliver according to optimal viewable exposure time. This effectively increases conversion rates at the lowest cost. Contact us today
Strong Revenue Performance and Thriving Culture Contribute to Industry Recognition NEW YORK, Sept. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, was named a top company on Inc. Magazine’s list of the 5000 fastest-growing private companies in the U.S. In addition, Tapad won the TMCnet 2016 Tech Culture Award. The exclusive Inc. 5000 ranking highlights the fastest-growing privately-held* companies in America. These distinguished companies have achieved success in strategy, service and innovation. TMCnet recognizes talented tech professionals who are committed to building a culture that prioritizes employee growth, collaboration and engagement. Tapad continues to broaden their presence into new markets, having launched in APAC earlier this year, as well as continuing their European expansion. Tapad’s proprietary technology, The Device Graph™ is leveraged by more marketers and brands to understand digital engagement across devices. The company’s rapidly expanding client base includes numerous Fortune 500 company brands as well as all four major advertising holding companies in the U.S. “We have an exceptional team of innovative people who are all working very hard to achieve the kind of results these publications are recognizing,” said Tapad CEO and Founder, Are Traasdahl. “Given that, we have an even greater responsibility to our talent to create an environment that fosters innovation and nurtures open communication. Ultimately, this is how we will continue to reach our very ambitious goals of becoming the world’s leading unified marketing technology provider.” Tapad’s award-winning work culture is defined by its gold-standard benefits which include a six-month parental leave policy, unlimited vacation time, company-sponsored meals and office space designed to facilitate collaboration and open communication. Tapad’s highly talented team has also received multiple customer service awards in 2016. These awards include the iMedia ASPY awards for Best Customer Service and Best Mobile Partner as well as recognition from The Communicator Awards of Excellence in Interactive Media. *Prior to Tapad’s acquisition by Telenor in February 2016. Contact us today
The Tapad Device GraphTM Had Twice the Precision and Three Times the Scale as Next Competitor New York, September 14, 2016 – Just-released findings of a Hotels.com® study revealed that Tapad’s (part of Experian) cross-screen marketing technology achieved the highest levels of precision and scale among competitors. According to the leading online accommodation booking website, after a rigorous, three-and-a-half month vendor analysis, Tapad achieved twice the precision of the next highest-scoring cross-screen offering and three times greater scale. The two other companies evaluated were not named. Said Helene Cameron-Heslop, Senior Manager of Analytics of the Hotels.com brand, “Our team implemented an extremely rigorous vetting of open, cross-screen technology vendors. At the outset, we assumed we would have to compromise on either scale or accuracy – particularly given the importance to our brand of operating in a privacy-safe setting. We were surprised to find a complete package, but Tapad’s Device Graph won out on scale, accuracy and privacy; making our choice of partners very clear.” In another metric critical to the Hotels.com brand, The Tapad Device GraphTM was eight times more “unique” than the next closest offering, meaning Tapad’s graph was found to have a much greater number of connections not seen in any of the other graphs. In addition to precision, uniqueness and scale, the Tapad Device GraphTM was found to have: ● 100% higher recall● 47% more incremental matches● 53% higher North American market coverage● 101% higher F-Score* “A valuable cross-device solution should enable partners to get everything they’re looking for from a single vendor,” said Tapad Founder and CEO, Are Traasdahl. “We are deeply impressed with how thorough Hotels.com was in their vetting, and we confidently tackle the complex challenges of the martech industry thanks to our superior technology. Everyone loves a bake-off, and Tapad is no exception – delivering best-in-class results in areas that really count.” *F-score is a statistical measurement that takes precision and recall together. The calculation is 2*(precision*recall)/precision + recall). It gives you one number instead of two numbers to look at and judge performance. Contact us today