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When marketers think of Connected TV (CTV) and Smart TVs, visuals typically take center stage. But a shift is underway—one that puts audio in the driver’s seat. As CTV adoption soars and households lean into content across platforms and formats, savvy brands are finding new ways to make an impact through sound. Welcome to the next era of audio marketing—where the living room is the stage and Smart TVs are turning up the volume.

Performance metrics dominate most media dashboards—clicks, conversions, ROAS. But what if those metrics only tell half the story? As channels like audio, CTV, and podcasting continue to grow, traditional attribution alone is no longer enough to justify media spend. Enter: brand lift.

From podcasts to programmatic TV spots, audio and video storytelling have never been more influential — or more intertwined. As content consumption becomes increasingly omnichannel, brands must adapt not just where they show up, but how they connect. At Veritonic, we sit at the intersection of creativity and data, helping advertisers navigate the rapidly evolving media landscape with clarity and confidence. Here’s a look at the trends redefining how brands tell their stories — and how they measure what matters.