Adding Audio, Caffeine, & Conversation: AWNewYork 2024

Testing 1, 2, 3…and we’re live in the city that never sleeps. Advertising Week 2024 flashed by like lightning this year—gone too fast but made its presence known. We gathered in NYC for the 20th edition of the multi-day affair, along with 17K+ industry thought leaders and 1.2K+ speakers. 

We watched and listened in awe as our guests Tinx and Yara Shahidi took the stage to talk about podcasts’ power to build communities and the importance of authentic brand relationships. We heard from our very own thought leaders—Lizzie Collins, Nikki Buchanan, Lauren Chesley, and Molly Fuard, who held it down as moderators and panelists. 

We also filled our cups (literally and figuratively) at the SiriusXM Media Cafe, where everyone got their caffeine and pastry fix. 

Adding Audio and Insights to the Conversation

We kicked off our event present with a new report. Just Add Audio proves that your media mix is not complete without audio—achieving incremental reach over other media, including AM/FM radio, linear TV, CTV, and social media. The report features new research from a custom study conducted with Edison Research, as well as the recent Mobility of Audio report from SiriusXM Media, Publicis Media, and Edison Research.

The net-net: You need digital audio in your media mix. If you want more detail, be sure to download the report.

Fueling up at the SiriusXM Media Cafe 

With a long multi-day conference ahead, a morning, mid-day, and afternoon energy boost is a must. From pumpkin spice lattes, to trendy NYC snacks, to a little bit about how we’re the top audio portfolio in the nation—the cafe had everything an advertiser would need to boost their day (and media mix).

Leaning into the Intimacy of Podcasts 

In one of the week's highlights, Lizzie Collins, Senior Vice President of B2B Marketing at SiriusXM Media, sat down with none other than the Internet’s Big Sister, Tinx. Known for titles like influencer, podcaster, author, and DJ, Tinx discussed her audio journey and evolution, as it was only two years ago that she signed with SiriusXM Media for her podcast It’s Me, Tinx and SiriusXM show It’s Me, Tinx Live.

Tinx enjoys the intimacy of her podcast and live weekly radio show. While social media tends to be about grabbing attention, podcasts and audio are about forming an intimate community. Tinx shared that she finds podcasting more meaningful than social media, especially when she gets feedback about a podcast episode changing a listener’s life. 

When it comes to working with brands, Tinx keeps her extended friend group in mind: 1.5M TikTok followers and almost 600K Instagram followers. She finds host reads work best when brands customize scripts based on the show and allow her to ad lib and provide input. She also leans into products and services that she personally enjoys, from Airbnb to Tabasco, with her most successful partnerships being organic. 

Building Unique and Personal Brand Relationships

It seems like just yesterday Yara Shahidi dazzled the crowds at Cannes Lions 2024. Now, the actress, producer, and podcast host joined the stage for her first-ever Advertising Week. Interviewed by Nikki Buchanan, Senior Sales Director at SiriusXM Media, Shahidi discussed her upcoming podcast, the power of audio, and building authentic brand relationships. 

With audio as her first love, Yara grew up in a SiriusXM family, listening to radio classics. She says, “I may not know, as an actor, what are the top shows right now? [But] I will tell you what podcasts are trending.” It was only fitting that she’s launching her first podcast, The Optimist Project, soon to arrive on SiriusXM Media, inspired by her family and intergenerational conversations. 

Shahidi is no stranger to brand relationships. She emphasized that audiences will only connect when they see a unique and personal touch in the host-brand collaboration. For instance, she decided to work with Cartier due to the instant connection over the philanthropic mission, leading to her giving keynote speeches at internal conferences and hosting a podcast for Cartier’s Women’s Initiative work. 

Marrying Humans and AI (But Not Literally) 

The female energy was palpable on the Female Quotient floor. From the wall of empowered tweets, to the Equality Lounge where panels and insights were endless, women were unapologetically taking up space. 

Molly Fuard, VP of Ad Product Marketing at SiriusXM Media, joined the Equality Lounge to talk about human-centric AI. Fuard dove into how SiriusXM Media is experimenting with AI in our creative efforts. With the help of our in-house creative agency Studio Resonate, and many rounds of trial and error, we’re exploring how AI can help us create content, automate sound, and with post-sales production efforts. 

While we don’t have the magic formula yet, the end goal is that AI will help us drive efficiency while we ensure that the emotional and human connection stays intact. When asked to think of one word to describe the future of AI, the panelists answered, “Renaissance, engagement, innovation, patience, and dynamic.” 

Place Audio at the Forefront 

It’s not every week that tens of thousands of experts, thought leaders, and seasoned creators are in the same space—with room for us to add our own thought leadership to the conversation. Though Advertising Week New York 2024 is over, the laughs, insights, and conversations have left a lasting imprint. Repeat after us: Partner with collaborators who have a personal connection to your brand, make room for female voices, and keep authenticity at the forefront. We hope you’re inspired to continue (or start) to incorporate some audio magic into your next campaign. 

Ready to lean into the power of audio? Let’s chat. 

**Interviews and quotes have been shortened for clarity