iHeartMedia Expands Ad Partnership With Amazon
Yahoo Finance ·
Invitations to exclusive industry events and research Buying platforms often do not include audio as a major part of their ad inventory, but a recent partnership could change that scenario. Separate data makes the case stronger by showing how audio increases a campaign’s conversion rates. Rather than using separate tools for each type of media, everything is managed from one hub. The expanded partnership makes iHeartMedia a local reseller of Amazon Ads’ audio and video inventory including Prime Video, Twitch, Amazon Music, Fire TV and Alexa. It also pairs Amazon Ads’ data and ad technology with iHeartMedia’s creative production, sales consultation and integrated marketing capabilities. During a presentation at Cannes Lions this week, Mark Ritson, brand consultant and former marketing professor, emphasized that audio is often the "forgotten" medium, and described it as a catalyst that makes the marketing mix work harder. The research that he discussed, “The Secret to Profit and Trust: Audio,” represented analysis of 1,262 campaigns across 17 years from the Effie x System1 Databank. It measured how campaigns using audio performed against a baseline of campaigns with no audio across the U.K., Ireland, Europe and the United States. The research found that campaigns using audio as part of their media mix achieved a 23% uplift in overall campaign effectiveness in the U.K. and Ireland compared with campaigns that did not include audio. Across all markets analyzed, campaigns featuring audio outperformed those without it by 22%, with gains also recorded in Europe with 16%, and the United States with 5%. Profits became more pronounced as campaign investment increased, according to the research . While smaller campaigns using audio recorded a 27% improvement in profitability, medium-sized campaigns delivered a 74% uplift and larger campaigns achieved an 88% increase compared with equivalent campaigns without audio. The research also highlighted the importance of sonic branding. One example may be Maybelline's updated jingle from 2024. For campaigns that combined audio with recognizable sound, that brands the audio asset outperformed those using either approach independently. Campaigns using both audio and brand assets generated the strongest profit performance in the study, more than doubling results achieved by campaigns that used neither. NetChoice Presses Court To Block Minnesota Warning Label Law Tech Group: Texas App Restrictions Are 'Full-Scale Assault' On First Amendment Google Admin Enhances Agency Protections TikTok, Strava Tap Creators For Euro Fitness Outreach What's Next in Paid Search? Navigating Privacy and the AI Shift
AI 시장 분석
iHeartMedia has expanded its partnership with Amazon Ads to secure local resale rights for audio and video inventory across Prime Video·Twitch·Amazon Music·Fire TV·Alexa. The combination of Amazon Ads' data and ad technology with iHeart's creative and sales capabilities enables advertisers to run integrated campaigns including audio from a single hub. An Effie x System1 study finds that audio-inclusive campaigns significantly improve effectiveness and profitability, justifying a shift of advertising budgets into audio. As a result, audio and streaming advertising, AdTech, and production providers are likely to benefit, while display-centric buying platforms and smaller audio businesses may face increased competitive pressure.
상승 영향
- Audio advertising — iHeart's resale of Amazon's audio and video inventory allows large-scale audience and data aggregation, which should boost audio demand, CPMs, and overall monetization.
- Streaming/OTT (Prime Video·Twitch·Amazon — With Amazon inventory sold through iHeart's network, local sales and targeted execution for streaming ads are expected to increase, driving revenue and share gains.
- AdTech (data) — The pairing of Amazon Ads' data and technology with iHeart's sales capabilities will encourage unified measurement and optimization, increasing demand for advanced targeting solutions.
- Advertising agencies & creative producti — Integration of iHeart's creative and integrated marketing with Amazon data will raise demand for audio asset production, expanding production revenues and consulting services.
- Brand marketing & sound branding — Research shows combining audio with sonic branding delivers strong results, likely prompting brands to invest in audio assets and boosting long-term brand value.
- iHeartMedia (local reseller business) — Obtaining local resale rights expands iHeart's ad portfolio, increasing direct sales and cross-selling opportunities and reinforcing local market strength.
하락 영향
- Traditional display-centric DSPs/buying — If buying shifts to an integrated hub that includes audio, platforms that lack audio capabilities may suffer budget outflows and share declines.
- Small independent audio/podcast platform — Competing with iHeart+Amazon's large inventory and data footprint could weaken ad rates and sales power for smaller platforms, hurting their profitability.
- Regional radio & small local media — iHeart's Amazon partnership strengthens local sales channels and solutions, which may put smaller local radio and media outlets at a disadvantage in attracting advertisers.
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