Panellists highlighted radio's intimacy, host trust, and strategic value within broader media planning.
The Independent Media Agencies of Australia (IMAA) hosted its inaugural Sound-Byte conference in Sydney, spotlighting the growing importance of audio for independent media agencies.
The event brought together 85 attendees from 45 agencies with the aim to give IMAA members direct access to leading audio voices and greater insight into how the channel can be leveraged for client growth.
Major audio networks including ARN, Southern Cross Austereo, Nova Entertainment, Nine Radio, Mamamia, News Australia and ATN participated, alongside measurement provider GfK.
KIIS FM Breakfast duo Kyle Sandilands and Jackie O were interviewed by ARN Media CEO Ciaran Davis, covering standout brand campaigns, their philanthropic work, and their push into the Melbourne market.
“Melbourne will grow. The people that have glued on are sticking for the whole show, what I call the ‘super fan’ mentality. That’s all I really care about,” Sandilands said.
A panel discussion on content and entertainment was led by IMAA chair and The Media Store COO, Jacquie Alley.
Speakers included KIIS Sydney Drive hosts Will and Woody, 4BC’s Sofie Formica and ATN CEO Vic Lorusso, with a focus on the value of live reads, creating compelling content, and the continued importance of brand safety in audio.
A second panel, moderated by LiSTNR’s Executive Head of Operations, Grant Tothill, explored the future of podcasting.
Mamamia’s Belinda Cook, News Australia’s Dominique McDermott, Nine Radio’s Mia Stern and Nova’s Kim Kerton discussed podcasting’s rising popularity, particularly among female listeners, and the trust-driven dynamic between hosts and audiences.
Speakers pointed to the on-demand nature of podcasts and their effectiveness in storytelling, brand building and engagement. The panel also highlighted the need for better integration of podcasting into broader media strategies.
“Our first-ever Sound-Byte event was a huge success, thanks to the enthusiasm from our members and the sheer depth of actionable insights offered by our guest speakers,” said IMAA CEO Sam Buchanan said.
“We’re overwhelmed by the support from the nation’s audio sector, the large number of highly experienced, industry-recognised panellists, with experience both on the mic and behind-the-scenes, is a testament to the strength of Australia’s audio industry, and its broad-scale support for indie agencies.
CRA CEO Lizzie Young welcomed the collaboration between the audio sector and independent agencies.
“To witness the collective might of the local audio industry, combined with the ever-growing independent media agency sector, was thrilling, it was a true demonstration of the future of audio and media nationwide,” she said.
The Sound-Byte event is part of the IMAA’s ongoing Bytes series, following the launch of its Digi-Byte events last year.
A Melbourne event will be held on July 30.
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