LOOKING AHEAD: Triton Digital Execs Provide Insights as to Market Direction in ’25 (original) (raw)
Executives from Triton Digital – aglobal technology and services leader to the digital audio, podcast, and broadcast radio industries – are providing TALKERS readers 
with their insights into how audio marketing spending will evolve, how YouTube is impacting the podcasting industry, the growth of contextual targeting tools, and more for the coming year:
• Sharon Taylor, EVP podcast and content delivery: Brands and publishers will respond to a heightened focus on brand suitability by adopting tailored, podcast-specific solutions that integrate contextual curation tools.
These tools will not only proactively guide brands on optimal content alignment but also streamline ad buying processes through automation and data-driven insights, reducing the need for extensive manual intervention. This approach will power precise content targeting and scale reach effectively, all while ensuring brand messages align seamlessly with the right contexts and audiences.
• Stephanie Donovan, chief revenue officer: The global advertising industry will exceed one trillion dollars by year’s end and is poised for continued growth in 2025, fueled by economic expansion across the United States, Australia and regions like Europe and Southeast Asia.
Digital audio marketing spend worldwide will increase 10% next year, in part due to key drivers including the rise of contextual targeting, allowing advertisers to immerse their message within relevant content, and utilizing the growing versatility of dynamic audio insertion to make scaling campaigns more efficient. Additionally, the rapid growth of influencer marketing on TikTok and X is cooling, with marketers increasing spend on podcasts where creators can cultivate more meaningful audience connections. This growth in audio spending will heighten the insistence for transparency as advertisers demand greater visibility into performance metrics and content alignment to ensure trust and accountability. This convergence will solidify audio’s position as a successful channel for integrated marketing strategies worldwide.
• Daryl Battaglia, SVP measurement: In 2025, the number of podcast listeners will grow at a faster rate than in previous years. 
While podcasting will remain fundamentally audio-first, driven by convenience and flexibility, consumers now have more options for how they discover and consume content. YouTube is bringing in new, first-time podcast consumers with a different audience profile. In some cases, they are watching shorter length content or on additional devices other than mobile. Informed by insights about their audience, publishers and creators will be able to deliver an engaged experience across listening platforms and devices, and grow reach.
• Ben Masse, chief product officer: The audio advertising industry will integrate AI more into their tech stack to scale campaigns and audience targeting. 
More specifically, the focus will be on enabling humans to automate tasks so they can focus on strategy. AI will be leveraged to drive more effective and efficient spending, including helping achieve yield for publishers and meaningful campaign outcomes for advertisers, as well as content analysis and audience insights. This tech shift will put a bigger emphasis on having robust data-backed insights on audiences, content, and campaign performance.
• Emanuele Rampichini, head of engineering:The podcasting industry will see publishers increasingly_diversify into subscription-based revenues and build deeper relationships with dedicated audiences while reducing reliance on traditional ad models_**.** 
This approach will be particularly transformative for long-tail podcasters and creators with smaller followings, offering a sustainable revenue stream that can be both a growth and retention strategy. For creators with niche audiences, subscriptions provide a viable alternative to ads and ensure the lion’s share of the revenue goes directly to the creator. As platforms invest more in these tools, creators will be able to engage directly with their subscribers through integrated communication features and eliminate the need for third-party tools. This evolution promises to empower indie creators by streamlining their workflows and enhancing their ability to cultivate loyal audiences.
• Rebecca Dalby, vice president of demand: The demand for precision in audio advertising is growing, making nuanced and contextual targeting more essential than ever.
As advertisers prioritize accurate audience engagement, the shift toward contextual targeting is gaining significant traction. This trend is expected to drive more ad dollars into solutions that deliver measurable results. Innovative technology that amplifies the ability to connect with highly specific audiences at scale and helps meet advertisers’ evolving expectations will win. For publishers, this surge in demand for targeted ad placements unlocks exciting opportunities to expand inventory and enhance reach through strategic partnerships within digital audio networks.
Triton Digital, LLC is a worldwide digital audio technology and advertising company. For more info visit TritonDigital.com.