BRAND WORKS STAGE

This keynote will be the debut of The Advertising Landscape UK - Podcasting's Place in a Multichannel Ecosystem. Sounds Profitable Partner Tom Webster, and Ben Robins, Founder of Sound Insights, will present highlights from a survey of over 5,000 consumers of ad-supported media in the UK. Topics covered will include the reach of media platforms from audio to video and social, the comparative effectiveness of those platforms for advertising messages, and how each fares in terms of trust and attention.

Podcast campaigns have evolved beyond audio and into video - but even the most advanced plans are still only activating a fraction of what podcasting can offer.

This panel explores how to go further, moving beyond audio and video as the core plan, and instead activating across the full podcast ecosystem - from talent-led channels such as their social platforms, newsletters, websites, apps, and other high-intent environments. The result? More granular, highly engaged audiences, alongside incremental reach - delivering both precision and scale within a single, connected strategy.

Using a Cheltenham Festival campaign with Coral, delivered in partnership with Sport Social Podcast Network, we’ll show how tapping into premium rightsholder Racing TV enabled us to reach die-hard horse racing fans across every key touchpoint - well beyond audio and video.

Join IAB UK’s James Chandler alongside leading industry experts as we unpack how podcasting has exploded into a multi-platform content universe. We’ll dive into how top creators are driving this transformation across audio, video and social, what it really takes to execute a cohesive cross-channel strategy, and how this shift continues to unlock new opportunities for brands.

As the media landscape becomes more fragmented and AI reshapes how inventory is valued, one channel is quietly outperforming expectations: audio. Often overlooked and underpriced relative to its impact, digital audio is emerging as a critical lever for brands looking to drive efficiency, unlock incremental reach, and build lasting consumer connections.
This conversation brings together leaders from Expedia, SiriusXM, and The Trade Desk to explore how podcasts are evolving from a supporting channel to a strategic cornerstone of omnichannel campaigns. Through the lens of Expedia’s real-world buying strategy, we’ll unpack how programmatic audio is helping brands extend beyond CTV, discover new audiences, and make every media dollar work harder.

Session details coming soon.

As programmatic audio matures, the industry is shifting from fragmented inventory and unclear signals toward curated, high-quality marketplaces that deliver both scale and precision. This session explores how advances in AI-powered categorization, supply packaging, and signal validation are transforming how audio is bought and sold – making it easier for buyers to activate against trusted, brand-safe inventory while enabling publishers to unlock greater value from their content.
 

Session details coming soon.

Podcasting has evolved from a niche medium into a global force, reshaping how brands connect with audiences. As audio consumption accelerates across every region, brands are tapping into podcasting’s unique ability to build trust, scale intimacy, and drive measurable impact. Hosted by Andy Kelly, EVP of Global Brand Partnerships at iHeartMedia, this session features brand and agency leaders exploring why audio has become one of the most effective channels for modern marketers.

The line between podcasting and the creator economy is blurring fast, and measurement solutions have their eyes on the horizon. This panel will bring together leading brands, agency stakeholders, and measurement experts to discuss where our priorities need to be in the future. As podcasters evolve into multi-platform creators, campaigns now span audio RSS feeds, video platforms, social media, and clipping channels. How should performance be defined right now, and where do we go next with measurement?

Session details coming soon...

Session details coming soon...

Session details coming soon.

Fresh Air Media’s brilliant partnership with TV Licensing and No Such Thing as Fish, now in its second year, is a fantastic example of the impact of genuine long-term partnership with a show. We’ll share the power of long-form content, and actual brand and revenue impact. This isn’t about poorly-placed podcast ads but entertaining, valuable content in context and perfectly placed hosts.

Join IAB UK’s Amelia Lloyd, alongside industry experts as we explore how AI is reshaping podcast creation, distribution, and advertising. From content optimisation to smarter audience insights and ad targeting, we’ll unpack the real opportunities (and limitations) of AI today, and what it’s rapid evolution means for creators, publishers and marketers gearing up for 2030 and beyond.

Podcast advertising has long been powered by trust – host-read ads, loyal audiences, and authentic connections. But as the industry scales and the medium expands across platforms and formats, including video, brands are demanding efficiency, measurement, and reach. So how do you grow without losing what made podcasting work in the first place? This panel brings together a creator, brand, and platform to explore how podcast advertising is evolving globally, and how to balance scale with authenticity in a rapidly changing media landscape.

Session details coming soon.

Session details coming soon.

Session details coming soon.

Session details coming soon.

‘Isn’t everyone just skipping the ads?’ 
“What if downloads are low?’ 
‘Isn’t  an expensive way of reaching customers?
“Is anyone actually listening?’ 

We’ve heard every objection in the book and read most of them in our emails too. Fresh Air delves into our original research to disprove the myths and tell the truths about what Podcasting delivers for Brands. 

We'll also share real results and measurable outcomes from our work with major brands, alongside insights from leading media agencies and the marketers proving that podcasts deliver.

Session details coming soon.