Impressive audio growth drives success of IMAA’s inaugural Sound-Byte conference
The Independent Media Agencies of Australia (IMAA) hosted its inaugural Sound-Byte conference in Sydney recently, marking a significant step in spotlighting the nation's burgeoning audio sector. Held at ARN’s North Sydney office, the event gave nearly 85 members from 45 independent media agencies a comprehensive insight into the evolving audio landscape, with participation from every major player in the industry. This first-of-its-kind conference aimed to help independent media agencies better understand and leverage the power of audio as a growing medium for advertising and content delivery.
The conference featured a robust lineup of industry heavyweights, including ARN, Southern Cross Austereo, Nova Entertainment, Nine Radio, Mamamia, News Australia, ATN, and audio measurement company GfK. Support from industry body Commercial Radio & Audio (CRA) underscored the event’s industry-wide significance. The program encompassed expert-led discussions on radio, podcasting, digital audio, and the effectiveness of audio advertising, all designed to sharpen the strategic media planning skills of independent agencies.
A highlight of the gathering was a keynote interview with award-winning radio duo Kyle Sandilands and Jackie O, hosts of the KIIS Breakfast show, conducted by ARN CEO and managing director Ciaran Davis. Despite mixed reviews early on, Sandilands expressed strong confidence in their Melbourne breakfast show's growth potential, highlighting the loyalty of what he termed ‘super fans.’ This keynote provided valuable insights into the challenges and successes of brand-building within the competitive Melbourne market, alongside their philanthropic efforts and innovative campaign strategies.
IMAA chair Jacquie Alley, also COO at The Media Store, guided a panel on “Content is still King: The Art of Entertainment.” This session featured KIIS Sydney Drive hosts Will McMahon and Woody Whitelaw, 4BC Afternoons’ Sofie Formica, and ATN CEO Vic Lorusso, focusing on brand safety, the impact of live reads, and the craftsmanship behind engaging audio content. Meanwhile, CRA CEO Lizzie Young moderated a discussion around the upcoming launch of CRA Audio ID. This is an Australian-first, privacy-compliant initiative that will enable cross-network measurement and audience-based planning for digital audio. Experts from GfK, Nova, and SCA outlined how the new tool will enhance targeting precision, campaign frequency control, and deliver clearer insights for advertisers.
The conference also explored podcasting’s thriving future on a separate panel, guided by LiSTNR's Grant Tothill and hosted by figures from Mamamia, News Australia, Nine Radio, and Nova Entertainment. The panel emphasised podcasts’ rapidly growing popularity, particularly among female listeners, their intimate and trusted nature, and their value in complementing broader media strategies. Panellists agreed that podcasts offer a unique opportunity for brands to enhance awareness, engagement, and storytelling by leveraging the strong host-audience relationship.
IMAA CEO Sam Buchanan described the event as a “huge success,” praising the enthusiastic participation of members and the depth of practical insights shared by the speakers. Buchanan noted the impressive collective expertise present, underlining the industry's commitment to supporting independent agencies and the growing audio sector as a driver of future advertising growth. CRA CEO Lizzie Young echoed this sentiment, calling the gathering “a true demonstration of the future of audio and media nationwide.”
The Sydney Sound-Byte conference is part of IMAA’s broader Bytes series, which launched with Digi-Byte events in 2024. Following the strong reception in Sydney, a Melbourne edition of the Sound-Byte conference is scheduled for July 30, signalling IMAA’s ongoing dedication to educating and equipping independent media agencies to capitalise on audio’s expanding opportunities.
The event’s timing coincides with data that reveals Australia’s audio advertising sector is experiencing strong growth, particularly in digital radio and podcasting. According to recent industry figures, audio ad revenue increased by nearly 13% in April, marking one of the sector’s biggest jumps since the onset of the COVID-19 pandemic. This growth trajectory highlights audio’s increasing significance as an advertising channel and underpins the strategic importance of events like Sound-Byte for agencies aiming to craft impactful, audio-centric campaigns.