As advertisers push for more automation, attribution, and AI-driven targeting, radio seller and buyers say the future of broadcast radio depends on making traditional audio inventory behave more like digital media while still leaning into what executives argue remains radio\u2019s biggest competitive advantage\u2014its rusted human connection.<\/p>\n
Speaking during an Adweek panel last week at the Possible conference last week in Miami, iHeartMedia Chief Business Officer Lisa Coffey said the company is focused on \u201cmodernizing broadcast radio for the digital ecosystem\u201d as buyers increasingly demand programmatic access and full-funnel measurement.<\/p>\n
That effort is partly about fixing what executives see as a disconnect between consumer behavior and advertising investment. \u201cOne-third of a consumer\u2019s media consumption every day is audio,\u201d Coffey said. \u201cAnd the dollars haven\u2019t right sized that.\u201d<\/p>\n
Rosie O\u2019Meara, CEO of the ad platform GroundTruth, agreed, arguing that audio remains underpriced relative to the amount of time consumers spend with it. \u201cAudio is the channel where the time is spent, and the ad dollars haven\u2019t caught up,\u201d she said.<\/p>\n
There\u2019s a growing push to bring broadcast radio deeper into the programmatic and AI-driven advertising ecosystem. Coffey said a major challenge remains the fact that large portions of audio inventory still sit outside digital buying systems. She noted 63% of addressable audio isn\u2019t in the programmatic ecosystem today.<\/p>\n
That has become a key focus for iHeart and partners like GroundTruth, which spent nearly two years developing audio foot-traffic attribution tools designed to help radio campaigns deliver the same kinds of measurable outcomes buyers expect from digital advertising. \u201cWe wanted to be able to bring that to audio,\u201d O\u2019Meara said.<\/p>\n
The potential payoff is helping position audio not only as an awareness medium, but also as a performance channel capable of driving measurable business outcomes. O\u2019Meara pointed to one campaign in which adding audio to an existing connected TV and mobile effort significantly boosted results. \u201cWhen they did CTV mobile with us, sales went up 20%,\u201d she said. \u201cWhen they added audio it was up 30%.\u201d<\/p>\n
Coffey said advertisers increasingly expect \u201cfull funnel measurement,\u201d with brands demanding proof that campaigns move consumers from awareness to purchase. She said radio\u2019s in-car reach creates especially valuable moments for advertisers trying to influence real-world purchasing decisions.<\/p>\n
\u201cWhat an incredible moment to reach an individual through broadcast radio in the car when they\u2019re on their way to buying,\u201d Coffey said. \u201cThese are the moments that you reach them.\u201d<\/p>\n
Artificial intelligence is also helping companies automate targeting, optimization, and media buying workflows. GroundTruth was recently acquired by ZeroToOne AI, which O\u2019Meara said will allow the company to move beyond historical audience data into predictive modeling designed to anticipate future purchase behavior. \u201cWhat purchase are you likely about to make, today, later today, tomorrow, this week,\u201d she said.<\/p>\n
Coffey predicted AI systems will eventually reshape media buying by automating how campaigns are packaged and optimized. \u201cThe agentic approach is going to create the kind of packaging of exactly what you want and need,\u201d she said.<\/p>\n
Despite all the discussion around automation and AI, both executives still see audio\u2019s uniquely human advantage.<\/p>\n
Coffey said the rise of AI-generated content, influencers, and manipulated media has created growing consumer distrust across digital platforms. \u201cConsumers don\u2019t know what videos are real, what messages are real that they\u2019re receiving,\u201d she said.<\/p>\n