Episode Summary: "The Future of Audio is Now" with Ari Stein (SiriusXM)
Podcast: AdTechGod Pod
Host: AdTech God
Guest: Ari Stein, Senior Director of Programmatic Sales, SiriusXM Media
Release Date: August 19, 2025
Duration: ~28 minutes
Overview
In this episode, AdTech God sits down with Ari Stein, a 13-year veteran at SiriusXM Media (including Pandora), to unpack the past, present, and future of streaming audio and podcasting. They examine the booming audio landscape, shifts in media buying, how measurement and outcomes are evolving, and why culture and people remain foundational to retaining top talent in adtech. Expect stats, stories, and candid advice from the front lines of programmatic audio.
Key Discussion Points & Insights
Ari’s Audio Career Journey
[04:24 - 06:48]
- Ari recounts his path from grad student and Pandora fan to leader of SiriusXM’s programmatic audio sales team.
- Entered through a “happy accident” after starting at media startup Meebo.
- Advice: Stay open to new opportunities and let your strengths guide your career choices.
- "My career has been a series of very happy accidents...I try at least, and I try to give this as advice to people...keep an open mind for what's going on around me and what areas I can jump into." (Ari Stein, 05:00)
The Evolution and Expansion of Streaming Audio
[06:17 - 09:04]
- Early days: Pandora as a desktop-only internet radio.
- Growth drivers:
- Launch as the first music app on iPhone.
- Mobile dominates, with up to 85% of users in-app.
- Expansion into IoT, connected cars, smart speakers, and now TVs.
- Audio now permeates daily life—commuting, chores, relaxing—across all ages and devices.
- Audio’s personal, “always-on” reach creates unique, intimate ad opportunities.
Streaming Audio & CTV: Living Room Listening
[09:04 - 10:18]
- Discussion on the intersection of streaming TV and audio (listening to Pandora on smart TVs).
- Ari notes the real growth is through smart speakers rather than TVs, highlighting the personal touch and ease-of-use of voice-activated streaming.
- “The bigger piece of it has really been the smart speakers. The boom of smart speakers over...10 years or so has really given people an opportunity to personalize that experience through their home system.” (Ari Stein, 10:18)
Audio Outcomes, Attribution, and the Multi-Touch Funnel
[11:03 - 13:48]
- The challenge: Audio’s impact often goes unnoticed in last-click/last-touch models—search and platforms like Google often get more credit for conversions.
- Brands are waking up to the need for multi-touch attribution and media mix modeling.
- Audio drives upper-funnel (awareness) and lower-funnel (direct sales) results:
- Stat: "If you're running CTV and audio alongside it within your DSP, you can get as high of a lift as 14% message association..." (Ari Stein, 12:15)
- Auto Case Study: Adding audio to CTV campaigns for local auto dealers yielded a 5% increase in market share—“That's car sales. That's as bottom of the funnel in a long sales cycle as you can get…” (Ari Stein, 13:20)
From Linear Radio to Podcast: Media Buying Mindset Shift
[13:48 - 16:12]
- Traditional FM radio dominated, but growth is now in streaming and podcasting.
- Podcasts now offer audience-based, scalable programmatic opportunities—going beyond host-read deals to reach at scale.
- Younger buyers get it faster, but the shift is ongoing: “The change is happening. It's just taking people time to shift their mindset...but have it have a greater impact than what is possible in the linear world.” (Ari Stein, 15:30)
Culture and Retention at SiriusXM
[16:12 - 19:44]
- The real reason for Ari’s tenure (13+ years): “It’s the people.”
- Emphasizes the value of good colleagues, supportive leadership, and a healthy culture over “flashy names” or big salaries.
- Advice: Don’t run from something—run toward opportunity. Always do the personal “math.”
- “You should constantly be doing the math to see, you know, does everything add up?...not just the flashy name or the big title...but does everything really add up as it mixes with your goals and your lifestyle?” (Ari Stein, 19:44)
Trends & The Future of Audio
[20:30 - 22:30]
- Growth: Consumer demand for audio keeps growing in content quantity and time spent.
- Challenge: Audio under-indexes in media budgets—“25% of consumers’ time spent is with audio. Only 8% of the media budgets are going towards the channel. That’s an opportunity...” (Ari Stein, 21:30)
- Measurement: The push is on for outcomes, proving and communicating audio’s value against legacy channels.
- Misconception: Audio is undervalued as it doesn’t offer sight, sound, and motion—yet it often commands more focused attention (e.g., in-car listening or during chores).
The Unique Power of Audio
[22:30 - 25:10]
- Audio commands deep attention and creates “the theater of the mind.”
- Ads in audio reach consumers during moments where hands and attention are occupied (driving, dishwashing), reducing ad skipping.
- “...audio sticks with you...you're going to be absorbing not just the content that you opted into...but they're also ready and primed to lean in and pay attention to the brand message that's running during those ads.” (Ari Stein, 23:31)
Work-Life Balance and Motivation in AdTech
[25:10 - 27:44]
- Ari finds motivation in his family, supportive team, and the thrill of managing and mentoring colleagues.
- The adtech/audio space is dynamic and ever-evolving, providing constant opportunities for learning and impact.
- “Their success is more exciting than my own success. They close a deal. I'm so much more excited than when I was a salesperson closing a deal.” (Ari Stein, 26:55)
- Sees AI as a tool rather than a job killer: the space will require ongoing education and agility.
Notable Quotes & Moments
- On Remaining Open-Minded:
“Keep an open mind for what’s going on around me and what areas I can jump into.” (Ari Stein, 05:05) - On Audio's Brand Impact:
“If you can match that [personal listening] with a personal message, that takes an advertising experience from something...consumers sometimes feel they have to get through to something that they can relate to.” (Ari Stein, 08:15) - On Measurement and Budgets:
“Money follows measurement. So if the right measurement is in play...then audio constantly shows up.” (Ari Stein, 12:25) - On Company Loyalty:
“Don’t run away from something, run towards something.” (Ari Stein, 17:40) - On Audio’s Advertising Potential:
“The theater of the mind is powerful...audio presents the opportunity to add a strong message to that imagination, to let people's imagination go wild.” (Ari Stein, 23:50) - On Motivation:
“Their success is more exciting than my own success. They close a deal. I'm so much more excited than when I was a salesperson closing a deal.” (Ari Stein, 26:55)
Timeline: Key Segments
- 02:15 – Ari joins and shares early experiences with Pandora
- 04:24 – Ari’s career journey and jumping into programmatic audio sales
- 06:17 – Evolution of streaming audio, proliferation across devices/platforms
- 09:04 – Streaming audio’s relationship with CTV and smart speakers
- 11:03 – Attribution and measurement challenges in audio advertising
- 13:48 – Changing buyer behaviors: From linear radio to podcasting
- 16:12 – Keys to career longevity and culture at SiriusXM/Pandora
- 20:30 – The future: audio growth, current underinvestment, and trends
- 22:30 – Why and how audio captures deep consumer attention
- 25:10 – Work-life motivation, happiness, and balancing personal/business growth
- 27:44 – Wrap-up and gratitude
Tone
The episode is candid and insightful, mixing Ari’s personal journey with strategic, data-driven discussion. Both host and guest are enthusiastic about the innovation in audio, with a friendly, practical, and forward-looking tone.
For New Listeners
If you want to understand why podcasting and streaming audio is booming—and how smart marketers are shifting their strategies to capture focused attention and real, measurable outcomes—this episode delivers firsthand stories, practical advice, and actionable stats from a veteran who’s been at the heart of audio’s evolution.