The digital audio space is undergoing a transformation that’s flying under the radar for many brands and buyers. While video and display continue to capture much of the attention in digital advertising conversations, audio is quietly becoming one of the most effective channels for reaching engaged audiences at scale through advanced curation techniques.
In a recent episode of the AdTechGod Podcast, Yen Nguyen, SVP and Head of Curation here at Consumable, shared a bold vision for how brands can tap into the power of digital audio.
“There is massive untapped potential in an uncluttered environment in audio. The audience is already there, the tech is already there, it’s just waiting for brands to show up.” – Yen Nguyen, SVP and Head of Curation, Consumable
The Untapped Audio Opportunity
The numbers tell a compelling story: 75% of U.S. adults listen to spoken word audio monthly, spending approximately four hours daily with the medium. This represents a significant attention opportunity during commutes, workouts, and work sessions – moments where listeners are deeply engaged.
Despite this reach and engagement, audio remains underutilized compared to other digital channels. Yen pointed to several persistent barriers:
- Education gaps: Many brands aren’t aware of how sophisticated audio targeting has become
- Visual bias: A misconception that visual media is inherently more effective
- Historical perceptions: Outdated views on audio’s scale and measurement capabilities
The result is a less crowded advertising environment with highly attentive audiences – a rare combination in today’s fragmented media landscape.
The Digital Force Multiplier
Audio’s true power lies in its ability to enhance the performance of other digital channels. Yen described how strategically integrated audio can significantly boost the effectiveness of display, video, and social campaigns.
“Audio doesn’t just work in isolation – it creates a halo effect across the entire media mix. When consumers see a CTV ad, hear a brand message during a podcast and then see a related display ad later, that recognition creates a powerful reinforcement loop that drives higher conversion rates and stronger brand recall.”
This multiplier effect becomes particularly valuable in an era where attention is increasingly difficult to capture. Audio’s unique ability to reach consumers during screenless moments creates touchpoints that complement visual channels, filling gaps in the consumer journey that would otherwise remain empty.
Curation: The Missing Bridge
What’s changing the game now is the emergence of sophisticated curation capabilities. According to Yen, curation isn’t simply about placing a “premium” label on inventory – it’s about creating intelligent connections between supply, audiences, and brand objectives.
“The true core of curation is not in the supply or the data, but in the expertise of the curators who can find the best-suited solutions.”
At Consumable, this approach includes:
- Audience curation: We source and curate exclusive and high performing audiences, aligning them with your campaign goals
- Custom-built PMPs pair audiences with their best matched supply
- Continuous optimization toward performance goals
This human-plus-machine approach is proving crucial as buyers navigate an increasingly complex landscape of audio inventory, from traditional podcasts to emerging audio formats.
Bridging Premium Audio And Programmatic Efficiency
Today, approximately 30% of digital audio ad dollars flow through programmatic channels – a figure industry insiders expect to grow significantly. Yen explained that the opportunity lies in connecting premium audio inventory with the targeting capabilities and efficiency of programmatic buying.
“Curation is the bridge for adtech that’s been missing, to connect the tech gap. We’re breaking down walls, helping agencies and brands navigate a fragmented identity landscape, and very outdated audio ad-serving technologies. We’re not just talking about better targeting, we’re delivering an entirely new approach to audio that delivers better performance.”
This bridge is particularly important as audio consumption continues to fragment across platforms and contexts. At Consumable we are creating solutions that allow brands to access premium audio inventory through existing DSPs, simplifying what has historically been a complex buying process.
Why Early Movers Will Gain Advantage
Brands willing to invest now in curated audio strategies stand to gain significant advantages:
- Less competition: A less saturated environment means better share of voice
- Pricing efficiency: Often lower costs than comparable video placements
- Cross-channel synergy: Audio reinforcing messages delivered through other media
- Attention premium: Reaching consumers in moments of high engagement
Beyond these benefits for brands, Yen highlighted how curation addresses some of the most pressing challenges within adtech.
“Curation is an elegant solution to the fragmentation problem in adtech. What if as buyers, you don’t have to learn every new tool to be at the top of your field or to keep up? As publishers or vendors, what if you don’t have to build a brand new client-facing UI every time?”
The Path Forward
The future of audio advertising will be less about incremental improvements and more about fundamental transformation. As curation bridges the gap between premium inventory and programmatic efficiency, brands have an opportunity to create more contextual touchpoints and deliver messages at precisely the right moments.
Those who embrace these innovations early will define what comes next in the audio space – a prospect that should be music to marketers’ ears.
For even more from Yen on curation in audio, listen to the full AdtechGod podcast episode.
