Observed Signal · May 1, 2026 · Panel Discussion · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Audio Wins Trust and Measurable Results, Panel Says
An ADWEEK House Possible panel on May 1, 2026 brought together ADWEEK CEO Will Lee, GroundTruth CEO Rosie O’Meara and iHeart Media chief business officer Lisa Coffey to discuss audio’s role in rebuilding consumer trust and driving measurable business outcomes. Panelists argued that the human connection in broadcast radio and podcasting strengthens trust, cited consumer metrics about preferring human-sourced news and trusting hosts, and presented measurement examples showing audio amplifies omnichannel campaign performance. GroundTruth data shared a client case where adding audio lifted sales from a 20% increase (CTV + mobile) to 30%. Speakers also highlighted gaps in programmatic access to audio inventory and positioned AI as the next frontier for measurement focused on delivering advertiser value. The piece is published in partnership with GroundTruth.
Industry-panel coverage highlights measurable performance and measurement gaps for audio—useful for advertisers and measurement vendors but not a major platform or policy shift.
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Key Takeaways & Evidence Grounding
- ADWEEK House Possible panel on May 1, 2026 featured ADWEEK CEO Will Lee, GroundTruth CEO Rosie O’Meara, and iHeart Media chief business officer Lisa Coffey.
- The article was created in partnership with GroundTruth.
- Panelists cited consumer trust metrics: 93% of consumers want their news from a human, and 80% of consumers consider their radio host a trusted friend.
- GroundTruth shared a client case (Gary’s QuickSteak) where connected TV and mobile drove a 20% sales increase, which rose to 30% when audio was added.
- Speakers said one-third of daily media consumption is audio and claimed 63% of addressable audio inventory is not available in the programmatic ecosystem.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Unlocking Audio: The Future of Advertising Value
Industry experts outline how audio advertising is evolving from a primarily audio-only channel into an AI- and programmatic-enabled, full-funnel medium. Convergence with video (notably YouTube’s growth in podcast consumption), advances in AI, dynamic ad insertion and dynamic creative optimisation (DCO) are enabling mass personalisation, smarter targeting and measurable outcomes. Smart speakers and retail integrations (e.g., Amazon) are making voice-driven transactions directly attributable. Programmatic adoption and RTB in audio inventory are increasing, while new supply and exchange products (for example, the Spotify Ad Exchange) and programmatic curation aim to scale audio for performance-driven budgets. Contributors from Audion, AudioStack, Clinch, DanAds, Adform, Limelight, Azerion and Curated.Media emphasise attention, intimacy and improved measurement as drivers of audio’s growing commercial relevance.
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