Butler/Till, iHeartMedia complete AI audio campaign

The campaign demonstrates how AI can participate in media buying execution while operating within marketer-defined objectives, governance requirements and human oversight.

Butler/Till and iHeartMedia have completed what they describe as the advertising industry's first agentic streaming audio media campaign, using an AI-powered workflow to purchase premium streaming audio inventory.

The campaign, conducted for a US Agricultural Solutions company, demonstrates how AI can participate in media buying execution while operating within marketer-defined objectives, governance requirements and human oversight.

AI moves into premium audio media buying

iHeartMedia is expanding advertiser access to premium audio inventory through agentic media buying, with plans to make broadcast radio available through agentic transactions later this year. The move follows the launch of AudioGraph™, which brings digital-style targeting, identity-based planning, measurement and attribution to broadcast radio.

Lisa Coffey, Chief Business Officer, iHeartMedia: "We’re constantly exploring new opportunities for brands to connect with audiences at scale and pioneering new ways to modernize audio advertising, making it more accessible, efficient and effective. Our collaboration with Butler/Till on this industry-first agentic campaign represents an important step forward in how advertisers access and activate premium audio inventory, demonstrating how AI can help create a more dynamic and efficient marketplace while maintaining the quality, scale and accountability our partners expect from iHeart."

Until now, agentic buying has largely focused on media channels accessible through programmatic technology. The campaign extends the approach into premium streaming audio and points toward broader use of AI in planning, buying and optimizing media transactions.

Butler/Till leads campaign execution

Butler/Till served as iHeartMedia's launch partner for the campaign, applying an AI-enabled buying process within a framework of human strategy and governance.

Scott Ensign, Chief Strategy Officer, Butler/Till: "Every major transformation in media begins with a first and we're proud to partner with iHeart on this industry milestone. Programmatic buying, private marketplaces and connected TV each redefined how media was bought and sold. Agentic media is the next evolution. This campaign demonstrates that AI can execute media buying within human-defined strategy and governance, creating a faster, smarter marketplace for advertisers and publishers alike. iHeart combines premium inventory with the unmatched scale of broadcast radio, making them an ideal partner to help bring this innovation to market.”

Agentic buying improves campaign efficiency

The campaign delivered streaming audio 42 percent more efficiently than the advertiser's traditional direct buying benchmark. In podcasting, 48 percent of impressions were served in high-value, non-skippable mid-roll placements, compared with 33 percent in the traditional plan.

The companies said the campaign maintained access to comparable premium inventory while improving cost efficiency. The results point to potential benefits beyond workflow automation, including faster execution and more responsive media investment.

AI works within human-defined media rules

Agentic media buying differs from traditional automation by allowing AI agents to evaluate campaign objectives, identify opportunities and execute approved buying decisions dynamically within defined business rules.

Human teams remain responsible for strategy, governance and oversight, while AI handles elements of campaign execution. The approach could also reduce transaction friction for publishers while allowing advertisers to respond more quickly to changing objectives and optimize investments with less operational complexity.

Butler/Till and iHeartMedia plan to explore agentic transactions across additional premium inventory over time, extending the approach beyond the campaign's initial focus on streaming audio.

www.iheartmedia.com

www.butlertill.com

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