Observed Signal · Oct 9, 2025 · Industry Analysis · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Revamping the Funnel: Audio's Role in AI Marketing
ExchangeWire revisits AI’s impact on the marketing funnel and argues that audio should be integrated into data-driven strategies. Ciaran O'Kane reevaluates the funnel and adds audio to the mix, highlighting how mid- to upper-funnel advertising will become crucial as AI and chatbots disrupt traditional processes. At ATS London/MadTechMoney, Rachel Smith (CEO) presented ExchangeWire's latest MadTech Sketch to more than 650 attendees, underscoring the shift. The piece notes audio has been a neglected channel with measurement challenges and last-click attribution favored by platforms like Google, Meta, and Amazon, but suggests AI-powered attribution could fix this. It also posits audio as strong for brand building, imagining AI-generated jingles personalized for audiences and citing podcasts as high-value inventory. A deeper dive into the evolving audio landscape is promised in coming weeks, closing with a local jingle reference.
Highlights potential industry shift toward audio in AI-driven marketing and AI-powered attribution; mentions a large audience and major platforms.
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Key Takeaways & Evidence Grounding
- Ciaran O'Kane revaluates AI's impact on the marketing funnel and adds audio.
- Rachel Smith, as CEO, presented ExchangeWire's MadTech Sketch at ATS London/MadTechMoney to over 650 attendees.
- The sketch argues mid-to-upper funnel advertising will be crucial as AI and chatbots disrupt the marketing funnel.
- The article notes audio is a largely overlooked channel in data-driven marketing and will be addressed by AI-powered attribution.
- The piece imagines AI-powered personalized jingles for brands and cites podcasts as highly sought-after inventory.
Connected Companies & Entities
3 Entities 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.
Austria: Digital Ad Spend Up, Traditional Media Down
In Austria, advertising spending on international digital platforms surged by approximately 15% to €1.5 billion in the first half of 2026, while traditional media saw a decline of nearly 8% to €840 million. These figures are derived from Austrian digital tax and advertising levy revenues, which provide a unique data source. Austria has levied a digital tax on online advertising since 2020, whereas Germany has yet to implement such a tax. The analysis highlights the growing shift of ad budgets toward global tech giants like Alphabet and Meta. Alphabet's ad business reached $294.7 billion in 2025, while Meta's ad revenue hit $196.2 billion. The data also reveals limitations, such as the exclusion of ads booked directly with Austrian portals and the difficulty in attributing revenue passed to publishers via Google AdSense. Austrian media associations are advocating for using digital tax revenues for media funding, while German publishers await further steps on a proposed digital tax.
Ricola brings back 'Who invented it' campaign in Germany
Swiss herbal candy maker Ricola is reviving its iconic slogan "Who invented it?" in Germany, following its reintroduction in Switzerland in September. The new campaign, created by lead agency Jung von Matt (Zurich), features a young supermarket customer who doesn't recognize the famous question, playing on generational disconnect with dry Swiss humor. The spot introduces a new mascot, a marmot named Ric. The campaign will run across moving image, social media (YouTube, Instagram, TikTok), and retail (dm), with planned 200 million contacts by end of December. It is part of a long-term communication platform, with further brand positioning planned for 2027. Jung von Matt regained the Ricola account in 2021 after losing it to Publicis in 2018.
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