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The Audio Investment Gap: Breaking Down The Barriers

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WARC

A new white paper by WARC Advisory and Audacy explores the perceptual barriers driving the gap between audio advertising spend and audio consumption in the U.S.

In-depth interviews were conducted with more than 20 experts across leading brands, agencies, measurement companies and publishers. This white paper challenges long-held assumptions and demonstrates audio’s ability to drive multi-platform, full-funnel impact for advertisers
London / New York, December 3rd 2024 – A new white paper is released by WARC Advisory and multiplatform audio media and entertainment company Audacy today. Breaking down the barriers behind the Audio investment gap takes on a number of misperceptions driving the under-utilization of audio by marketers. In-depth interviews were conducted with 21 experts across leading brands, agencies, measurement companies and publishers in the audio field to better understand the issues from a 360 degree perspective.

Ray Borelli, SVP, Research & Insights, Audacy, comments, “There are more options available to marketers in audio than ever before, and we see time and again the positive results that come when brands increase their audio spend. However, investment in audio is being constrained for some by a series of perceptual barriers. This white paper aims to dispel those misperceptions and highlight the opportunities that are in front of marketers who embrace audio advertising.”

Paul Stringer, Managing Editor, Research & Advisory, WARC, adds: “Now – thanks to an explosion in audio listenership – there is a growing volume of evidence to suggest that audio drives a big impact in terms of attention, brand lift and key business KPIs. Yet a gap remains between investment and consumption. We’ve touched on this gap before in previous WARC research. But this paper goes one step further to understand precisely why audio is lagging behind other channels in terms of investment. After reading this paper, I hope advertisers and agencies feel more inspired and more confident about giving audio the attention and investment it deserves.”

“Breaking Down the Barriers Behind the Audio Investment Gap” spotlights the central role Audio plays in the lives of many Americans. Driven by growth in streaming and podcasts, time spent with Audio is growing significantly faster than media consumption overall.

Edison Research shows that average daily Audio consumption is 220 minutes: one-third of the total. This increase is evident across all age groups. Audiences aged 55 – 64 now spend 39% more time with Audio than they did in 2020; for those aged 16 – 24 the daily consumption has risen by 21%.

The medium’s challenge, however, is that it is realizing just 8.4% of advertiser spend, per WARC Media data. The findings show that spending would need to increase nearly threefold to match its share of ad-supported consumption.

This latest research uncovers myths that may lead to lack of investment in Audio.

Audio delivers high levels of reach, attention, targetability and full-funnel impact

Despite the misconception that Audio does not deliver campaign KPIs and is highly fragmented, evidence shows the medium delivers attributes that brands need most:

Unparalleled reach: In the USA, Audio’s total daily reach is 96%. Broadcast radio alone reaches 84% and 34% of Americans listen to at least one podcast a week.
High levels of attention: Podcast ads register 10,630 attentive seconds per thousand impressions (APMs) compared to TV at 4,430 APMs.
Strong targetability: Audio buys are now based on consumer interests, behaviors and contextually relevant moments.
Positive impact across every stage of the path-to-purchase journey: Recent research by Radiocentre found that allocating budget to the channel enhances overall campaign performance by boosting organic search volumes, increasing paid search impressions with improved conversion and uplifting response to paid social ads. Nielsen states that Audio consistently ranks as a top-tier medium for ROI.

Audio leverages comms opportunities through trust, engagement, culture and community

Given its unique characteristics, Audio is felt to be particularly difficult to integrate into the mix. This is exacerbated by a widespread belief that visual assets are essential to effective communication, but evidence shows that the channel is highly trusted.

Including radio in a campaign significantly increases brand trust according to System1 and Radiocentre in the UK; it enables brands to penetrate local communities and cultures – sports radio listeners are 3x more likely to search for a sponsor’s brand and 4x more likely to purchase its product or service than non-listeners; it is a media multiplier when working alongside other platforms; and creates new opportunities for integration – through display banners and videos and ‘podfluencers.’

Advances in Audio measurement & optimization

In an increasingly data-driven market, there are concerns about measuring Audio’s effectiveness. However, Audio measurement is evolving and effective tools now exist to track conversion, enabling brands to optimize campaigns mid-flight.

By combining pixel-tracking with systems from companies like Claritas, Veritone and ArtsAI, brands can now match audio ad exposure to online and in-store conversion. Additionally, brands are able to evaluate share of search, but care needs to be taken with attribution and marketing mix models (MMM); unless properly calibrated, they often fail to pick up Audio’s full impact.
 



 

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Not Just a Sporting Event, but Also a Technological Test: Insights into the World’s First Human-Robot Co-Run Marathon

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E-Town

BEIJING, CHINA – Media OutReach Newswire – 9 April 2025 – A scene even science fiction has yet to depict—humans and humanoid robots running side by side in a half-marathon — will become reality on ​April 13 in Beijing E-Town. Every spring, marathons sprout across China like bamboo shoots after rain. In Beijing, the world’s only “Dual Olympic City” and a global hub for science and innovation, the ​2025 Beijing E-Town Half-Marathon and Humanoid Robot Half-Marathon, scheduled for ​April 13, will pioneer a “sports + technology” format. For the first time, humanoid robots will register alongside human runners, start simultaneously, and share the 21.0975-kilometer course in an unprecedented fusion of innovation.

Li Quan, Member of the Party Working Committee and Deputy Director of the Administrative Committee of Beijing E-Town, revealed that the event has already attracted over ​30,000 human applicants. On the robotics front, global humanoid robot companies, research institutes, robotics clubs, universities, and other innovators have shown immense enthusiasm, with registration numbers soaring.

Notably, to ensure safety, ​physical barriers will separate human and robot runners, with distinct race rules and completion time standards. Yet this groundbreaking human-robot collaboration undeniably signals a bold leap for “technology stepping into reality.”

During a visit to training facilities, reporters observed teams racing against time to upgrade robotic components and intelligence levels, tackling technical challenges to enhance mobility. Some competing robots now reach a ​top speed of 12 km/h. To mitigate the physical strain of road running, some models have added shock-absorbing mechanisms, while others wear customized running shoes.

Liang Liang, Deputy Director of the Beijing E-Town Administrative Committee, explained that as the event is a ​global first with no prior experience or data to reference, both logistics and participants face significant hurdles. To support the robots, organizers have deployed dedicated support vehicles and robotic aid stations. Additionally, they are working closely with each team to refine technology, troubleshoot functions, and achieve developmental goals through pre-race collaboration.

At the ​2024 Paris Olympics, artificial intelligence revolutionized real-time data monitoring, 3D motion capture, and referee decision-making—boosting athlete training efficiency and competitive fairness while showcasing how technology elevates life’s value.

The upcoming human-robot “half-marathon” collaboration represents a ​new frontier where the humanoid robotics industry intersects with humanity, sports, and endurance challenges. Industry experts note that half-marathons strike an ideal balance between “challenge and accessibility”: the event’s low entry barrier contrasts with its rigorous test of physical stamina and mental resilience, culminating in profound personal achievement. By completing the same course, humanoid robots aim to validate industrial progress and refine human-centric technologies.

“This isn’t just a sports competition—it’s a ​stress test for technological breakthroughs and industrial growth,” asserted Xiong Youjun, CEO of the Beijing Humanoid Robot Innovation Center.

A participating robotics executive stated that “marathon-running robots” could accelerate technical maturity, spur industry standards, and drive innovation. On one front, the effort pushes upgrades in high-torque motors, flexible joints, and wear-resistant materials. On another, running’s demand for full-body coordination forces tighter integration of hardware-software systems and deeper partnerships between manufacturers and AI algorithm firms.

These advances promise to unlock ​transformative applications: deploying humanoid robots in disaster relief, long-range inspections, hazardous operations, smart manufacturing, and even elderly home care. As capabilities grow, such robots could also serve as AI training partners for elite athletes, “giving back” to sports development.

Industry experts emphasize that humanoid robots—comprising thousands of components—still face significant hurdles in maintaining stable, prolonged running.

Xiong Youjun explained, “Real-world road conditions differ vastly from lab environments.” To complete the race, robots require ​high-density integrated joints and bodies capable of enduring long distances with efficient heat dissipation. Second, precise coordination of all joints is critical for running, positioning, and dynamic obstacle avoidance—a test of core algorithm development and adaptability. Third, the marathon’s demands on stability, reliability, and battery life are immense, with slopes, turns, and uneven terrain pushing machine performance to its limits.

Given ​persistent technical challenges requiring breakthroughs in industrial development, alongside the disruptive impact of complex outdoor environments on robotic operations, current capabilities allow robots to run alongside humans but not truly compete with them. Thus, this event functions more as an ​industry dialogue and a ​robotic stress test than a traditional race.

For human participants and spectators, sharing the track with robots offers sensory thrills and intellectual expansion. These benefits are concrete: the “constructive interplay” between technology and society clarifies the boundaries of human-robot collaboration, reinforces the principle of “technology for humanity,” and accelerates the shift from ​coexistence to ​co-prosperity.

“As the essence of this event, humanoid robots ‘running marathons’ symbolize humanity’s imagination and dreams in motion—that’s the ultimate highlight,” said Li Quan. “Regardless of rankings or speed, the footprints left by these robots at the finish line hold greater value than any medal. The 21-kilometer course will end, but our quest for human-robot synergy never will.”

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Ghana’s Minister of Lands and Natural Resources to Speak at Mining in Motion Conference

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Critical Minerals Africa

Mining in Motion will feature Hon. Armah-Kofi Buah, Minister for Lands and Natural Resources in high-level panel discussions on trends and opportunities within the gold mining sector

The Mining in Motion 2025 Summit is pleased to announce the participation of Hon. Emmanuel Armah-Kofi Buah, Minister for Lands and Natural Resources, Ghana as a keynote speaker.

Held under the theme Sustainable Mining & Local Growth – Leveraging Resources for Global Impact, the summit brings together Ghana’s policymakers, gold mining stakeholders and international investors to explore strategies for unlocking Ghana’s full mining potential.

Minister Buah’s participation will be instrumental in highlighting opportunities across Ghana’s gold mining value chain, discussing regulatory reforms designed to attract new investments and promoting local content development. The event will showcase Ghana’s initiatives to formalize and strengthen the artisanal and small-scale gold mining (ASGM) sector.

Under the leadership of Hon. Bauh, Ghana’s Ministry of Lands and Natural Resources has driven the growth of the ASGM sector and its contribution to economic growth and community development. The sector employs over one million people and has generated $5 billion in gold export revenue in 2024, strengthening the mining sector’s contribution to revenue generation.

In partnership with the World Bank, the Ministry of Lands and Natural Resources is implementing the Ghana Landscape Restoration and Small-Scale Mining Project to empower District Mining Committees and formalize the ASGM sector. Additionally, Ghana is establishing a Gold Board to improve access to finance and markets for small-scale miners. The Cooperative Mining Policy of 2024 further strengthens the sector by fostering community mining cooperatives and enhancing their technical and financial capacity.

Minister Buah will use the summit as a platform to position Ghana as a model for ASGM formalization and sustainable sector growth. Beyond panel discussions, he will also participate in exclusive networking sessions and high-level meetings with global investors, exploration and production firms, government representatives and key mining stakeholders. These engagements will facilitate deal signings and partnerships aimed at accelerating the expansion of Ghana’s mining sector.

Stay informed about the latest advancements, network with industry leaders, and engage in critical discussions on key issues impacting ASGM and medium to large scale mining in Ghana. Secure your spot at the Mining in Motion 2025 Summit by visiting www.MiningInMotionSummit.com. For sponsorship opportunities or delegate participation, contact Sales@ashantigreeninitiative.org.

Distributed by APO Group on behalf of Energy Capital & Power

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South Africa Approves Renewable Energy Masterplan, Targeting Enhanced Energy Security

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African Energy Week

African Energy Week: Invest in African Energies 2025 will examine the impact the South African Renewable Energy Masterplan will have on the country’s power generation landscape

CAPE TOWN, South Africa, April 9, 2025/APO Group/ –The South African Cabinet has approved the South African Renewable Energy Masterplan (SAREM) for implementation, targeting energy security and broader industrial growth. The plan seeks to address challenges associated with local capacity, infrastructure and investment by providing a roadmap for developing renewable energy and battery storage technologies. For investors, the plan identifies a clear pathway to advancing power projects as South African electricity demand is expected to rise two-fold by 2040.

The upcoming African Energy Week (AEW): Invest in African Energies 2025 – taking place September 29 to October 3 – will examine the impact the SAREM will have on the country’s energy mix. Uniting African government and policymakers with energy operators and investors, the event seeks to drive investment in African energy, in alignment with broader goals of making energy poverty history.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit http://www.AECWeek.com for more information about this exciting event.

South Africa targets ambitious growth across its renewable energy market, striving to strengthen grid resilience through large-scale investments in generation and transmission infrastructure. Led by policies such as the Integrated Resource Plan (IRP) – revised in 2023 – the country envisages 29.5 GW of new capacity by 2030. Of this, 14.4 GW will be derived from wind while 6 GW comes from solar. The latest procurement round of the IRP targets 6.8 GW of renewable energy, 3 GW of natural gas and 1.5 GW of coal.

To realize these goals, the SAREM aims to leverage rising demand for renewable energy and storage technologies, with a focus on solar, wind, lithium-ion battery and vanadium-based battery technologies to drive industrial development in South Africa. The masterplan is anchored on four primary areas: supporting local demand for renewable energy and storage by unlocking system readiness; driving industrial development by building renewable energy and battery storage value chains; fostering inclusive development by driving transformation of the industry; and building local capabilities in terms of skills and technological innovation.

The SAREM is expected to fuel the already-growing South African renewable energy market. According to the African Energy Chamber’s State of African Energy 2025 Outlook, South Africa – alongside Egypt – is expected to continue leading Africa’s power generation in 2025. The continent has over 500 GW of renewable energy capacity in concept phase, 80% of which are in the North African region and South Africa. South Africa is also one of several countries leading in nuclear-based power generation. The SAREM will support growth by facilitating partnerships across the value chain, implementing targeted training programs while addressing challenges associated with regulatory barriers. While the SAREM provides significant benefits to the renewable energy landscape, Cabinet has directed that additional work be done on the masterplan to incentivize investors to fund projects. This includes the development of green hydrogen to meet international obligations of 5% blended fuel in aviation and maritime sectors by 2030.

During AEW: Invest in African Energies 2025, a multi-track program will explore how policies such as the SAREM will shape Africa’s energy landscape. A dedicated Energy Transition stage will investigate Africa’s strategic approach to driving a just transition, tackling key topics including Energy Security in Africa; Driving Local Value; Scaling-up Renewable Energy; and many more. A Powering Africa stage will address fundamental challenges and opportunities surrounding Africa’s electricity market. For South Africa, panel discussions on Bridging the Electricity Gap; Energy Efficiency; Strengthening Public and Private Sector Collaboration; Energy Diversification, and more, will identify opportunities for investors and project developers. Meanwhile, an Invest in African Energies: Country Spotlight on South Africa will examine the country’s energy landscape, including the advancement of oil and gas projects and the implementation of utility-scale renewable energy projects. From green hydrogen adoption to battery storage solutions to solar, wind and natural gas, the spotlight will explore the role an integrated energy mix will have on the country’s energy future.

Distributed by APO Group on behalf of African Energy Chamber

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