Australia’s audio ad industry to reach diverse audiences at scale

The global audio advertising marketplace, Audacia Audio, is enabling brands and agencies in Australia and Asia Pacific to access diverse international audiences in a one-stop marketplace for their campaigns in a first for the industry, meeting rising demand.

Brands and agencies have previously found it difficult to reach minority groups including culturally diverse languages, audiences with a disability and the LGBTQI+ community. Audacia Audio helps brands and agencies target premium audio advertising campaigns to diverse audiences internationally at scale.

Audacia Audio Founder & CEO Kym Treasure said, “Audio advertising has gained immense popularity worldwide and serves as a vital opportunity for Australian brands to penetrate international markets and access diverse audiences at scale.

“Throughout Australia, more than 23% of consumers communicate in a language other than English at home. Multicultural targeting is a growing and significant demographic that all brands must take into account. Audacia Audio empowers marketers to effectively reach these important audiences,” said Ms Treasure.

According to Santosh Murthy, Managing Director of Identity Communications – IPG Mediabrands’ diverse audience specialists, and an Audacia Audio partner, "We know Australia is growing, and this growth is being propelled by diverse audience groups.

“Relevant channels with in-language content is required to reach and communicate effectively with growing multicultural populations of Australia - with the growth coming from Gen Z and young families. Audio, through radio has been a penchant for multicultural Australia over the decades and we are excited to explore how digital audio can extend this to all age groups for both Government and corporate campaigns,” said Mr Murthy.

Audacia Audio is the only independent, global, digital audio advertising solution, providing a powerful combined solution for brands and agencies across Podcasts, Gaming, Music and Streaming.

Audacia Audio was founded in Singapore by ex-Spotify Sales Director, Kym Treasure in November 2022, identifying a gap in the market for a comprehensive, premium audio advertising marketplace in Asia Pacific. Since inception, the Audacia Audio team has delivered over 50 campaigns across 15 countries around the world for brands including McDonald’s, Porsche, Mastercard, Cancer Council and many more.

Across Asia Pacific, Audacia Audio is assisting airlines and tourism organisations in reaching inbound customers by producing audio ads in their native languages, including Singapore Tourism Board, Singapore Airlines and Malaysian Airlines.

The business has experienced 400% year-on-year growth from 2023 to 2024 and is ready for expansion throughout the APAC region. According to the IAB, audio advertising revenues are expected to more than double between 2023 and 2025, presenting a significant opportunity for market growth.

Audacia Audio is also poised for growth, having partnered with five of the leading media buying agencies in Asia Pacific – IPG, OMG, Dentsu, Publicis Group, and WPP – while also expanding its partnerships with independent media agencies and brands directly.

“Collaborating with the largest media buying agencies in Asia Pacific, we enter our third year primed for significant growth. Our relationships with premium global publishers will enhance our clients’ opportunities to engage with previously untapped audiences. This unique access will allow brands to reach consumers internationally including minority groups and multilingual audiences, in their local language, in ways that no other marketplace can,” said Ms Treasure.

Combining media buying, creative production, diverse audio environments, and thorough reporting including attribution, the Audacia Audio solution creates efficiencies for media agencies and brands. This streamlined approach allows for effective campaign planning, audio production, distribution, and reporting of audio investments.