Audio's Authentic Storytelling Builds Unified Brand Connections

Key Quotes

"Audio has always evolved, right? Like the way that what we're doing at Audacy is really looking at how can we get our content in all the ways that people are consuming it. And I think about the way that I consume media today, and it's totally different than it was even two years ago. I look at the way that my kids consume, and I walked into my son's room, he's 17, and he was playing a video game, he had his homework in front of him, and he was watching something on his phone. And I said, 'What are you doing?' And he said, 'I'm listening to a podcast.' Didn't say, 'I'm watching a podcast.' He said, 'I'm listening to a podcast.' And that's really telling about where we're going."

Jenny Nelson explains that audio consumption is rapidly changing, with listeners integrating audio content into various activities and platforms. She highlights how younger generations, like her son, often refer to watching podcasts as "listening," indicating a shift in how people engage with audio content across different media. This evolution suggests that audio's presence will continue to expand and adapt to diverse consumption habits.

"The best content out there right now is all about authentic storytelling. And I think whether it's your morning radio show that you're listening to on the drive to work, or the podcast that you're listening to when you're working out, or, you know, what you're listening to on your smart speaker when you're cooking dinner, we're captivated by storytelling and really feeling like you want to learn more about the story, that you want that authentic human connection. And I think that that's what really breaks through today."

Jenny Nelson emphasizes the critical role of authentic storytelling in capturing audience attention across all audio formats. She argues that whether it's radio, podcasts, or smart speaker content, listeners are drawn to narratives that foster a genuine human connection. Nelson believes this authentic approach is the key differentiator for content that succeeds in today's media landscape.

"Audio is one of the most powerful tools in a marketer's toolbox. It reaches locally, builds trust, and drives performance. So say more about that."

Jenny Nelson asserts that audio is a highly effective marketing tool due to its ability to connect with audiences on a local level, foster trust, and ultimately drive measurable results. She suggests that the intimate nature of audio content allows brands to build deeper relationships with consumers. Nelson's statement underscores the strategic value of audio in a marketer's arsenal.

"Let us do our thing. Like, let us tell the story. Don't give me a script, give me bullet points so that I can tell the story in my way because it's going to connect more than, than anything else."

Jenny Nelson relays a key piece of advice from creators regarding advertising partnerships. She explains that creators find their work most effective when given flexibility to tell a story in their own authentic voice, rather than adhering to a rigid script. Nelson highlights that this approach leads to a stronger connection with the audience.

"We need to be much more integrated. So tonight I'm on stage with Leah Reese Dennis, who's our head of podcasts. We're doing this together. And I think that we're today really working to be more unified, one Audacy, and structuring the team so that we can support that. And I know that that Kelly, our CEO, is really focused on being one team, one Audacy. And I think we've made some pretty monumental moves to become one organization rather than separate teams."

Jenny Nelson discusses Audacy's strategic shift towards greater integration and a unified team structure. She explains that the company is moving away from siloed operations, emphasizing collaboration between departments like podcasts and the broader organization. Nelson indicates that this unified approach, driven by leadership, is crucial for the company's future success.