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.
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Cross-screen marketing tech firm, Tapad, drove unified campaign; partnered with Statiq to measure cross-screen impact on in-store visits LONDON, March 8, 2016 /PRNewswire/ – Carat North completed the UK's most comprehensive digital campaign with Tapad, the leader in cross-device marketing technology and now a part of Experian. Coupled with location-based audience data from Statiq, this marks the first time a UK-company has measured the impact of unified, cross-screen campaign on in-store visits. Carat North served display and video ads to grocery shoppers for the leading retailer ASDA from August through October. During the campaign, Tapad utilized Statiq's audience data to measure which users visited a store after being exposed* to the campaign's ad on multiple devices. The digital campaign demonstrated a lift of 59% for in-store visits when users were exposed to ads on three devices over people who were shown an ad only on onescreen. Those who engaged with the ad were also 411% more likely to visit an ASDA store. Of those who were exposed to an ad, 248% were more likely to visit a store. Impressions served to mobile devices saw the highest success rate with an in-store visit lift of 67%. The campaign leveraged Tapad's proprietary technology, The Device Graph™, which Nielsen confirmed Tapad's cross device accuracy to be 91.2%, to serve ads sequentially on connected devices belonging to the same user. CARAT NORTH: "The ability to know which devices belong to our customer, coupled with the ability to deliver the right ad, and right message, wherever they are and on whatever device they're using, has been something this industry has long needed," said Steve Thornton, Digital Account Manager, Carat North. "We're impressed with the results that have come from the work with Tapad and Statiq for this media-first, and look forward to continuing to offer these solutions to clients like ASDA. Matching unified cross-device capabilities with real insights on campaign performance is an invaluable advantage in the marketing world." TAPAD: "This campaign is a perfect example of the capabilities of cross-device advertising," said Are Traasdahl, Founder and CEO, Tapad. "In addition to reaching users across devices, we're able to analyze campaign results and determine how different combinations of ad exposure, creative type or view frequency affected their decision to visit a location." STATIQ: "As a location data specialist, Tapad is our ideal partner – they are an industry leader and by working with them we are able to determine the impact unified messaging has on real world consumer behaviours," said Dean Cussell, Co-Founder of Statiq. "We believe this type of analysis will significantly aid brands in optimising future ad spend." About Carat North Carat North is a leading independent media planning & buying specialist in digital and non-traditional media solutions. Owned by global media group Dentsu Aegis Network, the Carat network is more than 6,700 people in 130 countries worldwide across 170 cities. Carat defined the sector when established as the world's first media independent in 1968 and is now Europe's largest media network, a position held for more than 15 years. For more information visit www.carat.co.uk About Tapad Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. TechCrunch called the powerhouse Tapad team "a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade." Among Tapad's numerous awards: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award, and a MarCom Gold Award. Read the full release here. *Tapad utilized Statiq's audience data to measure which users visited a store during, or within one month of, being exposed to the campaign's ad on multiple devices. Contact us today
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