{"id":12886,"date":"2024-10-10T17:26:47","date_gmt":"2024-10-10T21:26:47","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/10\/10\/driving-brand-success-through-custom-audio\/"},"modified":"2026-06-23T17:31:50","modified_gmt":"2026-06-23T21:31:50","slug":"driving-brand-success-through-custom-audio","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/","title":{"rendered":"Driving Brand Success Through Custom Audio"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In a sea of host-read ads and one-size-fits-all podcast spots, custom audio is emerging as a powerful tool for brands to amplify their message and drive results in the podcast landscape. Join Kate Sinnott, Director of NPR Corporate Sponsorship and Jawad Anwar, OMD Senior Digital Director as they discuss SAP Concur\u2019s successful custom audio campaign on NPR platforms. Plus, they\u2019ll be joined by NPR Director of Audience Insights Susan Leland who will share key takeaways from a variety of NPR sponsor custom audio campaigns. Discover how custom audio can help your brand stand out and make a lasting impact.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a sea of host-read ads and one-size-fits-all podcast spots, custom audio is emerging as a powerful tool for brands to amplify their message and drive results in the podcast landscape.<\/p>\n","protected":false},"author":21,"featured_media":12887,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[47,7],"topics":[2],"class_list":["post-12886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2024-sessions","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Driving Brand Success Through Custom Audio | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Driving Brand Success Through Custom Audio\" \/>\n<meta property=\"og:description\" content=\"In a sea of host-read ads and one-size-fits-all podcast spots, custom audio is emerging as a powerful tool for brands to amplify their message and drive results in the podcast landscape.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-10T21:26:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-23T21:31:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-23-at-2.30.30-PM-1024x485.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"485\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Becky Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Becky Johnson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/\"},\"author\":{\"name\":\"Becky Johnson\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\"},\"headline\":\"Driving Brand Success Through Custom Audio\",\"datePublished\":\"2024-10-10T21:26:47+00:00\",\"dateModified\":\"2026-06-23T21:31:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/\"},\"wordCount\":107,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-23-at-2.30.30-PM.png\",\"keywords\":[\"AWNewYork 2024 Sessions\",\"Storytelling + Media\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/\",\"name\":\"Driving Brand Success Through Custom Audio | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-23-at-2.30.30-PM.png\",\"datePublished\":\"2024-10-10T21:26:47+00:00\",\"dateModified\":\"2026-06-23T21:31:50+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-23-at-2.30.30-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/06\\\/Screenshot-2026-06-23-at-2.30.30-PM.png\",\"width\":2098,\"height\":994},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/driving-brand-success-through-custom-audio\\\/12886\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Driving Brand Success Through Custom Audio\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\",\"name\":\"Becky Johnson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"caption\":\"Becky Johnson\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Driving Brand Success Through Custom Audio | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/","og_locale":"en_US","og_type":"article","og_title":"Driving Brand Success Through Custom Audio","og_description":"In a sea of host-read ads and one-size-fits-all podcast spots, custom audio is emerging as a powerful tool for brands to amplify their message and drive results in the podcast landscape.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/","og_site_name":"AW360","article_published_time":"2024-10-10T21:26:47+00:00","article_modified_time":"2026-06-23T21:31:50+00:00","og_image":[{"width":1024,"height":485,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-23-at-2.30.30-PM-1024x485.png","type":"image\/png"}],"author":"Becky Johnson","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Becky Johnson","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/"},"author":{"name":"Becky Johnson","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4"},"headline":"Driving Brand Success Through Custom Audio","datePublished":"2024-10-10T21:26:47+00:00","dateModified":"2026-06-23T21:31:50+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/"},"wordCount":107,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-23-at-2.30.30-PM.png","keywords":["AWNewYork 2024 Sessions","Storytelling + Media"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/","name":"Driving Brand Success Through Custom Audio | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-23-at-2.30.30-PM.png","datePublished":"2024-10-10T21:26:47+00:00","dateModified":"2026-06-23T21:31:50+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-23-at-2.30.30-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/Screenshot-2026-06-23-at-2.30.30-PM.png","width":2098,"height":994},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/driving-brand-success-through-custom-audio\/12886\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Driving Brand Success Through Custom Audio"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4","name":"Becky Johnson","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","caption":"Becky Johnson"}}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=12886"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12886\/revisions"}],"predecessor-version":[{"id":18169,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12886\/revisions\/18169"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12887"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12886"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}