The IAB UK Podcast | The Sound-On Era: How Audio Is Winning Attention

Why It Matters

Audio’s superior recall and emerging AI‑human synergy make sound a critical growth channel, forcing brands to adopt full‑stack sound‑on strategies to stay relevant and trustworthy.

Key Takeaways

• Audio outperforms social media recall, with 75% retention.
• Sound‑on strategy expands beyond ads to product and brand sound.
• Gen Z uses audio to combat anxiety and avoid doom‑scrolling.
• AI amplifies audio interaction, but human taste remains essential.
• Marketers must place brands where audiences are already sound‑on.

Summary

The IAB UK podcast featured Spotify’s global thought‑leadership lead, Jenny Haggard, unveiling the “Sound‑On Era” research. The study surveyed 5,000 consumers, 105 advertisers and 30 experts to map how audio, now reinforced by AI, is reshaping attention in a cluttered digital landscape. Key findings show that 75% of respondents remember audio content—about 10 points higher than social media—highlighting sound’s speed and memorability. Haggard argues that a true sound‑on strategy goes beyond traditional audio ads, covering product sound design, brand sonic identity, and strategic placement where listeners are already engaged. Generational data reveal Gen Z turning to Spotify to regulate emotions, with 69% citing it as an antidote to doom‑scrolling and an 89% surge in video‑podcast consumption. Memorable quotes include “audio cuts through in a muted world” and the assertion that “trust and taste are the new currencies in an AI‑saturated world.” Spotify’s AI DJ exemplifies the blend of machine learning and human editorial taste, underscoring that AI can amplify interaction but cannot replicate human surprise and delight. For marketers, the implications are clear: develop comprehensive sound guidelines, align product and brand audio, and secure placements in sound‑on environments. Balancing AI efficiency with human‑curated taste will be essential to capture attention and build lasting consumer trust.

Original Description

In this episode of the IAB UK Podcast, we explore Spotify’s latest research, The Sound On Era, and what it reveals about how people are engaging with audio today.

Host James Chandler is joined by Jenny Haggard to unpack the key findings, from the role of trust and personalisation to how “taste” shapes the way ads are delivered and received. Together, they discuss why advertisers may need to rethink audio’s place in the media mix, and what a strong audio strategy looks like in practice.

If you’re looking to better understand attention, engagement and the future of audio, this episode breaks down what The Sound On Era means for advertisers today.

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