Understanding and Selling Digital Audio.

Session 1: Know It – Understanding Digital Audio and Its Commercial Value

• Understanding digital audio metrics: Downloads, completion rates, unique listeners, and impressions – what really matters and how to translate these into clear commercial
• value for clients.
• Using talent to sell digital products: How to leverage in-house presenters and producers as part of the digital sales story, including authentic persona integration and brand alignment.
• Industry trends in digital media: Key trends shaping digital audio and media consumption – podcast ad spend up 33% year-on-year, digital audio now holding 65%
• share of wallet – and how to use these insights in client conversations and proposals.
• AI integration: Using AI tools for trend research, generating metric summaries, and creating talent-matched content concepts.

Session 2: Use It – Selling Digital Audio with Confidence

• Proposing bespoke digital offerings: Creating tailored digital solutions based on client objectives, using KPIs with confidence, and weighting the idea/concept within the sell –
• our ideas are worth money.
• Structuring digital-first packages: Building packages that are easy to sell, clearly priced, and outcome-led, while allowing flexibility across audio, social, and content.
• Showcasing clear ROI for clients and planning teams.
• Client approach strategies: How to effectively add value in packages without givingaway margin, and how to approach different client types with digital-first propositions.
• AI integration: Using AI to draft proposals, model package pricing, generate ROI projections, and create visual sell sheets.

Both sessions include hands-on practical exercises where participants work on their own station’s digital products and real client scenarios. Minimum 60% of each session is practical work.

Joanne Sweeney, Digital Training Institute

Joanne Sweeney is the founder and CEO of Digital Training Institute. A former journalist with over 25 years of experience in digital transformation, Joanne holds credentials from the Harvard Kennedy School in AI and Public Policy, is the author of four books including AI Playbook, and hosts the AI SIX podcast (300+ episodes). 
Joanne has been delivering training for Learning Waves Skillnet for 8 years, during which time she has designed and delivered four CPD-accredited programmes for the independent radio sector: Certificate in AI for Radio, Diploma in Social Media for Radio, Diploma in Digital Marketing for Radio, and Certificate in Digital Sales for Radio.