Association of Online Publishers

Finding your voice: How to grow your audio and video content strategy

Date: 25 Sept 2025 , 9:00 - 12:30
Charlotte Street Hotel, London

Our CRUNCH series continues to be supported by our TAB partner Google

Attendees joined us at AOP CRUNCH to discover actionable ideas for investing in strategic audio and video content that drove both long-term commercial growth and increased brand trust for their digital publishing brands.

Topics included:

Effective strategies to reach younger audiences where they were already spending time
Techniques to adapt brand voice to new platforms in order to engage fresh audiences
Exploration of why the line between audio and video content was blurring and what that meant for delivering impactful storytelling
Enhancing existing content verticals using new content formats
Developing commercial offers around video and audio content through innovative new formats and brand partnerships
Advancing measurement practices around video and audio content to deliver better understanding of reach, impact, and brand awareness

Bitesize

Here are just a few of the key highlights from the conversations:

Take a multi-format approach to maximise the value of both audio and video, using live events, subscriber content and cross-channel flexibility to meet your audience where they want to engage.
Treat every touchpoint as its own platform, with its own audience to engage. The podcast is the engine, but not every engagement has to include listening to the full episode.
Audiences respond to good video regardless of its purpose. Honing a great approach to creating impactful video content should be the top priority for publishers. Collaboration across commercial, editorial, and social media teams will help achieve this and open doors to more effective monetisation, better ads and increased engagement.
With almost half (47%) of audiences engaging with podcasts while relaxing at home, the opportunity to consume video alongside audio is growing, supported by the increased popularity of YouTube for content consumption and 52% playing the video while listening to a podcast.
Podcasts are chosen rather than discovered, but publishers aren’t just competing with other podcasts for audiences’ time. Ad campaigns should reflect the specific interests that drew the viewer or listener in and seamlessly integrate with the content to ensure they return for the next episode.
The video space has better control over the creation of good ads than ever before, shaped by publishers’ incredible IP and the talent they can access.
Not every podcast needs video, it needs to be right for the format and talent. When the perfect combination is created, video can drive a significant increase in audience size.
Connected TV is bringing once mobile-first video experiences into the living room, with platforms like YouTube making it onto the big screen. This is creating expanded opportunities to deliver high-attention premium content to viewers.