Why Programmatic Audio Is Emerging As The Next Big Digital Ad Trend

Programmatic audio advertising is rapidly emerging as a powerful new way for brands to reach listeners. It uses the same automated buying tools behind online display or video ads but applies them to sound by placing ads in podcasts, streaming , digital radio and more. In practice, marketers access audio inventory through technology platforms (DSPs and exchanges) that match ads to listeners in real time.

According to eMarketer, about 73% of Americans listen to online audio each month, and spending on programmatic audio ads hit $10.15 billion in 2023. With so many people tuned in, audio is quickly catching up as a major ad channel. Crucially, audio reaches people during non-screen moments, i.e. on commutes, at the or while shopping, when attention is hard to grab with visuals. By speaking directly into earbuds and smart speakers, brands can cut through “screen fatigue” and engage consumers in intimate, undistracted moments. 

Advertisers pick their audience segments, budget and creative, and the system bids in real time for ad slots on streaming services, podcast episodes or digital radio apps. When a listener plays an eligible track or podcast, the highest bidder’s ad is inserted dynamically. This makes buying audio ads much more efficient and measurable. Instead of guessing who’ll hear your spot on traditional radio, you get precise data on who heard the ad, on what device and in what context. In short, programmatic audio gives brands a high-tech, scalable way to add sound to their media mix.

Emotional Power of Sound

Sound carries emotion and memory in a way that visuals alone often cannot. A catchy tune, a familiar voiceover or a well-crafted jingle can stick in the mind long after the ad ends. Indeed, studies show that digital audio ads drive much stronger recall than many visual formats. One research report found that audio ads delivered a 24% higher recall rate than typical display ads. Other notes that “audio assets like jingles and sonic logos consistently outperform visual elements” for memorability. In practice, this means a well-produced audio spot can build deep brand affinity. Audio listening is intimate and immersive; people often close their eyes or let it wash over them, which makes the ad feel personal. 

In fast-growing markets like India, the audio audience is huge and still growing. Roughly 350 million Indians are using audio streaming services as of 2023, with projections rising to over 540 million by 2027. Programmatic audio lets brands tap into all these idle listening moments. By going where people’s eyes aren’t, audio ads meet audiences in those pockets of quiet attention.

Precision Targeting with Data and Technology

Programmatic systems even allow dynamic insertion: the same ad creative can be tweaked on the based on real-time data. An ad for umbrellas, for example, could automatically mention “rain expected in Mumbai this week” by pulling in local weather data. Platforms are adding AI-driven tools to simplify this process. Advertisers can now use AI to quickly generate scripts or voiceovers for audio ads, making high-quality production accessible to even small brands. 

Programmatic Audio Takes Off in India

In India’s fast-growing ad market, programmatic audio is getting big attention. Programmatic ad buying already accounts for roughly 42% of India’s digital ad spend, and marketers are keen to put audio into those media plans. Spotify India reports that 86% of listening moments have moderate to high attention, and that 66% of users recall audio ads. This means Indian advertisers can now buy audio spots on Digital Audio platforms through various DSPs. Industry data suggest India’s overall programmatic market could grow by 25% annually, and audio ad budgets are rising accordingly. In practice, this gives Indian brands new creative options. For example, a Bollywood studio or a telecom brand could launch a programmatic audio campaign using dynamic, localised messages across the country.

One study found that combining audio with complementary video creative boosted purchase intent by about 27% on average. In short, brands that sound distinct are winning attention. Whether it’s a recognisable jingle, a witty scripted ad, or a simple brand logo voiceover, companies are learning that a strong sonic identity, amplified programmatically, can greatly improve recall and favorability. The technology and audience are both in place; it’s now up to brands to turn up the volume on audio.

The Future of Audio in Brand Marketing

Looking ahead, audio seems set to become an indispensable channel. Analysts project continued growth: some estimates put digital audio ad spend at around $18billion by 2027. Technological innovations will only deepen audio’s impact. Voice-activated devices and AI-generated personalisation will make audio ads even more interactive and relevant. Meanwhile, industry research suggests that including audio in an omnichannel strategy dramatically amplifies results. For example, The Trade Desk’s multi-country study found that adding audio to other media delivers roughly 3.4× greater brand connection and nearly 3× lower cognitive fatigue for consumers. 

Programmatic audio is now entering the realm of offline retail stores. In- Radio companies across many other countries have already integrated or are in the process of integrating programmatic audio capabilities in their retail networks, providing advertisers with an entirely new audience in the form of shoppers. Such an audience is very valuable for brands as it is making the buying decision in the and is a captive audience for the audio ad. Many emerging companies across regions, from the US to India and the Philippines leading the charge on this front.

In short, the “new kid” of programmatic audio is growing fast. Forward-thinking marketers are giving it a front-row seat in their media plans. By using data-driven targeting to place emotionally engaging sound in people’s daily lives, brands can meet customers in moments no other channel can reach. As audiences tune in more, those brands that learn to speak the language of sound through compelling ads, sonic branding, and smart technology will be best positioned to capture attention, build loyalty and stay top-of-mind well into the future. No wonder industry experts say programmatic is now the backbone of modern campaigns, and audio is a “sleeping giant” just waiting to be tapped.