Radioads.com.au has debuted as Australia’s newest audio advertising agency. 

Per B&T, the agency specializes in radio, podcast, and digital audio advertising and targets companies of all sizes across the country. It aims to offer businesses access to prime advertising spots at reduced costs.

“With our deep industry expertise and advanced audio insight tools, we’re able to offer customized solutions that deliver measurable success,” said Radioads founder and CEO Matthew White in a statement. 

White reports that the agency leverages its extensive audio network and access to short-term unsold inventory to secure advertising placements at lower rates. This approach, White claims, gives clients a competitive edge in the audio advertising market.

The launch comes as audio advertising shows signs of growth. According to data cited by White, digital audio ad revenue increased by 27% in the most recent quarter, and podcast audiences have grown by 20% over the past two years.

Radioads.com.au’s services encompass strategic planning, creative production, media buying, and campaign management. The agency uses “advanced audio insight tools” to develop customized advertising solutions.

White brings 16 years of experience in various industries to the venture, including retail, FMCG, beauty, cosmetics, manufacturing, consumer electronics, agriculture, automotive, mining, marine/leisure, and show/expos. He stated that this diverse background informed the agency’s approach to adapting media strategies.

He expressed confidence in audio advertising’s potential, describing it as “one of the most powerful tools available to brands today.”

Australian internet advertising expenditure reached $15.6 billion for the financial year ending June 30, 2024, marking a 9.7% year-on-year growth, according to the latest IAB Australia Internet Advertising Revenue Report (IARR) prepared by PwC Australia.

Video advertising led the growth, increasing 18.6% to $4.1 billion. Search and directories followed, rising 10.4% to $6.9 billion. Digital audio showed strong performance, growing 23.6% to $290.2 million.