New Whitepaper: Unlock the Power of In-Game Audio Ads
From podcasts to programmatic TV spots, audio and video storytelling have never been more influential — or more intertwined. As content consumption becomes increasingly omnichannel, brands must adapt not just where they show up, but how they connect. At Veritonic, we sit at the intersection of creativity and data, helping advertisers navigate the rapidly evolving media landscape with clarity and confidence. Here’s a look at the trends redefining how brands tell their stories — and how they measure what matters.
Audio Is a Full-Funnel Channel
Once considered primarily an upper-funnel awareness play, audio has matured into a strategic channel for performance, conversion, and loyalty. Dynamic ad insertion, real-time targeting, and smart speaker adoption have made it possible to deliver highly personalized, measurable audio experiences.
But the real shift? Brands are finally measuring those experiences. From recall and favorability to emotional resonance and purchase intent, tools like our Creative Measurement and Brand Lift solutions are enabling advertisers to treat audio with the same rigor as digital and video.
Takeaway: Audio isn’t just where your story starts — it’s where your impact compounds.
Podcasts Are Growing Up — and So Are Expectations
Podcasting continues to explode, with U.S. ad spend projected to surpass $4 billion by 2026. But with that growth comes greater scrutiny. Brands aren’t just asking “How many listeners?” — they’re asking, “What did my ad do?”
The future of podcast advertising lies in creative optimization and listener intelligence. Veritonic helps brands pre-test ad creative, compare performance, and track brand lift — so every ad dollar works harder.
Takeaway: In a crowded feed, performance-tested storytelling wins.
CTV: The New Battleground for Brand and Performance
Connected TV is no longer a rising star — it’s a centerpiece of modern media plans. As viewership shifts from linear to streaming, so do expectations around targeting and attribution. But while impressions and completion rates are table stakes, they don’t tell you whether your creative is landing.
That’s why we’re seeing a surge in demand for brand lift studies and creative testing in CTV. Advertisers want to know which visuals, voices, and messages move the needle — and they want to know before they commit serious budget. Veritonic empowers them to do just that.
Takeaway: The most effective CTV campaigns start with creative intelligence.
Video Storytelling Is Evolving Beyond the Screen
The line between audio and video is blurring. Consumers bounce between formats and devices — starting a story as a podcast in the car, continuing it as a video on their tablet, and sharing it as a social snippet on mobile.
To thrive in this fluid landscape, marketers must prioritize narrative consistency and cross-format performance. What drives engagement in a :15 CTV ad may differ from what resonates in a branded podcast or TikTok — but with the right measurement tools, you can decode the throughlines that matter most.
Takeaway: Great storytelling isn’t format-dependent — it’s audience-driven and insight-informed.
Where It’s All Going: Converged Measurement for Converged Media
As channels converge, so must measurement. At Veritonic, we’re building solutions that unify insights across audio, podcasting, CTV, and video to give marketers a complete picture of creative effectiveness — from awareness to action.
Because in a world where consumers are everywhere, brands must understand what works everywhere.
Ready to measure your story’s true impact?
Let’s talk. Contact sales@veritonic.com to learn how we help leading marketers, brands, networks and agencies make smarter, more creative decisions across every screen and speaker.
