Audio Ads Just Got Smarter (And More Personal)

Why Spotify’s latest move changes the ad game and what it means for marketers.

October 08, 2025

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Have you ever heard an ad that felt a little too perfect for the moment? Maybe it mentioned the weather, your location, or even what time of day it was. Welcome to the era of smart, personalized audio, where ads don’t just play, they adapt.

Coming Up

The Evolution of Audio Marketing: Why Your Next Ad Might Talk Back

If you think audio ads are just radio jingles with a digital facelift, think again. The world of audio marketing is having a serious glow-up. Between podcasts, streaming platforms, and smart speakers, brands are finding new ways to literally speak to their audiences, and now the tech behind those ads is getting even smarter.

Last week, we covered some big news on Marketing News Canada: Spotify ads just got a major boost. Spotify has opened up programmatic access to its inventory through Amazon DSP and Yahoo DSP globally. For Canadian marketers, this means Spotify ads can now be managed alongside other channels in a more privacy-compliant, performance-focused environment.

This might sound like an ad tech footnote, but it’s actually a big deal. For years, programmatic audio has lived in the shadow of video and display. With this move, Spotify is turning up the volume, literally, on audio’s place in the marketing mix.

From Radio Spots to Dynamic Storytelling

Audio advertising has come a long way since the days of “call now!” spots between Top 40 hits. We’ve moved from broadcast to streaming, from static ads to dynamically inserted creative that can change based on who’s listening, where they are, and even what they’re doing.

Think about an ad that knows it’s raining in your city and promotes a hot coffee offer. Or one that tweaks its message when you’re at the gym versus in the car. This kind of personalization was once reserved for display and social, but it’s now coming to your earbuds.

Why Spotify’s Move Resets the Audio Game

Spotify’s DSP integrations are a signal that audio is officially joining the big leagues. Marketers can now plan and measure audio alongside video, display, and connected TV, all within the same platform. That means better targeting, smarter optimization, and finally a way to prove ROI without cobbling together multiple dashboards.

For Canadian advertisers, the Yahoo DSP partnership is especially interesting. It opens up access to Spotify’s inventory in a privacy-safe, local way. Combined with Amazon’s first-party data muscle, it could make 2025 the year audio finally steps out of the experimental budget bucket.

What’s Next and How to Test It

If you’ve been curious about audio but haven’t tried it yet, now’s a good time to experiment. Here are a few easy ways to dip in:

  • Run a small test buy through your DSP using Spotify inventory, and compare performance to social or video.

  • Experiment with creative tone. Audio is intimate, your listeners are often alone with headphones, so speak to one person, not a crowd.

  • Track simple metrics first. Completion rates, engagement lift, or branded search. Don’t overcomplicate your first test.

  • Watch this space. With platforms like iHeart, Google, and others continuing to evolve their audio strategies, more competition and innovation are on the horizon.

Audio is no longer the quiet kid in the corner of the media plan. It’s got something to say, and thanks to these new tools, it’s saying it smarter than ever.

Community Spotlight: Mentorships That Move Marketing Forward

Jelly Academy is connecting emerging marketers with seasoned professionals through its nationwide mentorship program. Whether you're looking to learn or give back, it’s a smart way to build relationships and strengthen the industry from the inside out.

And if you’d like to be featured in a future Community Spotlight, join the SocialNext Marketing Alliance (currently free) and contribute to the conversation. We highlight members doing great work across Canada’s marketing industry.

Join hundreds of Canadian marketers in the SNMA and share you marketing stories!

Photo by Mat Higgins-Savidant

SNMA Webinar Calendar

Wednesday, October 8 | 10 AM MST/12PM EST
The Brand-First Approach & Thought Leadership for Growth
You don’t need another trend, you need a brand people trust. This session dives into how modern marketers are leading with brand to drive growth, visibility, and long-term authority. Thought leadership starts here.

Wednesday, October 15 | 10 AM MST/12PM EST
Building a Loved Brand in a Hated Industry
Insurance isn’t exactly beloved, and that’s the point. Join Insurely CMO Kate Brown as she shares how to turn customer skepticism into brand loyalty, using data, psychology, and bold creativity.

Friday, October 17 | 10 AM MST/12 PM EST
SNMA Interviews: Chad Hason on Brands That Actually Deliver
Brand strategist and Brand is a Verb author Chad Hason joins Mike Morrison to unpack what most brands get wrong and how to build one that truly delivers.

Photo by Mat Higgins-Savidant

SocialNext Events Roundup

There are fewer than 50 tickets left for SocialPacific! There are still some exciting announcements to come, so stay tuned! If you’re attending on October 30 at North Vancouver’s The Pipe Shop, we’ll see you there! And if not, grab a ticket before they’re gone!

SocialNext’s first event of 2026 is officially open for registration. Designed for Canada’s nonprofit and public sector, SocialNext: Ottawa returns January 29, 2026 at a new venue: The Ottawa Conference and Events Centre. There are only 50 pre-sale tickets available, with a discount that saves you $200, a great option if you’ve been planning to attend.

Canadian Marketing & Business Weekly Brief

Kraft Heinz Returns to MLSE Venues — Kraft Heinz is rejoining Scotiabank Arena and other major venues through a new partnership with Maple Leaf Sports and Entertainment, reestablishing its presence in Canadian sports and live entertainment.

Canada’s Fastest Growing Companies (2025) — Report on Business Magazine reveals this year’s list of top performers, spotlighting Canadian brands scaling through data-driven marketing, innovation, and customer experience.

What the Blue Jays Built — A behind-the-scenes look at how the Toronto Blue Jays transformed their franchise into a multifaceted brand ecosystem spanning fan engagement, merchandising, and community impact.

Why Canadian Founders Are Leaving — “We need better incentives.” That’s the message from CEOs watching Canadian talent head south. BNN Bloomberg dives into what’s driving startup leaders out of the country.

Holiday 2025 Outlook: Redemptions Up, Budgets Down — Canadians are expected to spend less this holiday season, with loyalty programs and digital rewards emerging as key tools to retain and engage shoppers. PwC’s new report has all the details.

Canadian Beauty Market Evolves — Circana’s latest research highlights how premium pricing, product innovation, and regional preferences are shaping how Canadians buy beauty, and where brands are focusing next.

Pinterest + Affiliate = Performance Opportunity — With affiliate tools gaining traction, Shopify is seeing more Canadian brands turn Pinterest into a measurable performance channel. It’s a smart move for marketers looking to blend content with commerce.

Social Media Planning Made Simpler — Metricool’s new Canadian social media calendar is out, and it’s already being used by teams to align campaigns with key moments, holidays, and seasonality across the year.

Celebrating Small Business Month — To mark Small Business Month, RBC is profiling entrepreneurs from across the country, showing how local marketing, digital tools, and community connection are powering long-term growth.

Kickstart your holiday campaigns

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Don’t wait to get started. Streaming on Roku picks up sharply in early October. By launching your campaign now, you can capture early shopping demand and be top of mind as the seasonal spirit kicks in.

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Coast-to-Coast Job Postings

Have a great story or big news to share?
We’re always looking for fresh campaigns, smart strategies, and standout wins from Canada’s marketing community. Send us your news at [email protected] and you could be featured in an upcoming edition.

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