Scott Simonelli on the Future of Audio Advertising: Measurement, Scale & Creative ROI | Veritonic

1. With the new enhancements to your Creative Measurement solution, how do you envision improving the speed and accuracy of testing audio assets at scale?
The enhancements to our Creative Measurement solution were designed with scale in mind. By streamlining asset setup and enabling real-time, in-platform collaboration, we’re significantly reducing the time it takes to go from concept to actionable insight. Brands can now test multiple creatives across target audiences simultaneously, eliminating the bottlenecks that traditionally slowed down pre-market testing. The result is faster validation, sharper messaging, and more confident media investment decisions—all without sacrificing the scientific rigor our partners rely on.

2. What role does creative measurement play in your media investment decisions, particularly within the growing audio advertising landscape?
Creative measurement is no longer a “nice to have”—it’s a strategic imperative. In a medium as intimate and impactful as audio, the difference between good and great creative can directly impact ROI. We use creative measurement to not only understand what resonates but why it resonates. This allows us to double down on high-performing assets, optimize underperformers, and ensure every dollar we spend is driving maximum return.

3. What challenges have you encountered in aligning marketing, creative, and analytics teams on campaign objectives, and how could integrated feedback features help address those issues?
One of the biggest challenges we hear about is translating qualitative creative ideas into measurable performance goals that everyone—from the brand team to the data scientists—can rally around. When feedback lives in email chains or spreadsheets, it creates silos. By integrating campaign objectives and feedback directly into the measurement platform, we’re fostering alignment among various teams across an organization from the start. Everyone sees the same data, speaks the same language, and works toward the same outcome.

4. How important is cross-functional alignment in a brand’syour creative testing processes, and how can they do you plan to take advantage of capabilitiestools like permission-based collaboration features?
Cross-functional alignment is essential. The most effective campaigns are born when creative, strategy, and analytics come together around shared KPIs. With permission-based collaboration, clients can securely loop in the right stakeholders at the right time—whether it’s brand managers reviewing creative effectiveness or analysts diving into audience segmentation. This level of control ensures focused collaboration without unnecessary noise, enabling teams to move quickly and make smarter decisions together.

5. As an organization evaluates platforms for creative measurement, how important is it to integrate feedback loops and campaign objectives directly into the analytics environment?
It’s critical. Measurement in isolation is just data. When you embed feedback loops and campaign objectives into the analytics environment, you turn that data into direction. Our goal is to enable iterative creative refinement—where insights lead to immediate action, and action leads to better outcomes. That’s what drives continual improvement and sustained brand lift across channels.

6. With the continued rise of podcasting and streaming audio, how are brands you evolving theiryour marketing strategies to ensure consistent brand voice and performance across all audio channels?
Consistency in brand voice is non-negotiable—especially in audio, where tone and sound identity carry so much weight. We’re evolving our client’s strategies by putting creative testing at the center of every audio investment. From host-read podcast ads to dynamic streaming audio spots, we can validate every asset against our benchmarks for recall, favorability, and resonance. This ensures a brand’s voice is not only consistent but consistently effective—no matter where it’s heard.

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