Fresh Ears: Rethinking Audio Advertising in an Age of Distraction with Ralph van Dijk – MII Morning Masterclass

In an era of skippable formats, shrinking attention spans and algorithmically targeted everything, audio remains the one medium with low ad avoidance, broad reach and the emotional bandwidth to tell a story that actually stays with people. The problem isn’t the medium. It’s the assumptions marketers bring to it.

This session strips those assumptions back and starts again, with fresh ears. It explores what makes audio work, why much of it doesn’t, and the four strategic ingredients that separate the campaigns people remember.