Exclusive: Audion raises $15M, plans U.S. expansion
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Audion has raised a $15 million Series B and is expanding to the U.S. as it aims to turn digital audio into a more measurable, AI-powered performance channel for advertisers, CEO Arthur Larrey exclusively tells Axios.
Why it matters: Audio commands massive attention but has lagged behind search, social and connected TV in attracting ad dollars.
How it works: Paris-based Audion offers a platform for planning, activating and optimizing ad campaigns for audio.
- The 50-person company processes about 500,000 hours of audio and video content per week across audio platforms like Spotify, Apple and YouTube to identify contextual signals like topic and tone.
- The platform integrates with third-party measurement providers to track outcomes such as conversions, store visits and brand lifts. It also offers dynamic creative and real-time optimization based on performance.
- Clients include Apple, Samsung, Uber, Audi, Ikea, L'Oréal, Paramount Pictures, Universal Pictures, Nike and Adidas.
Follow the money: The funding marks Audion's third round, following earlier raises in 2019 and 2022, with a total of $22.6 million to date.
- Founders Future and Elevation Capital co-led the latest round after also leading the Series A. Kima Ventures and Bpifrance previously invested.
The big picture: Advertisers are prioritizing measurable outcomes, fueling the rise of performance-driven channels. But audio has struggled with fragmentation and measurement difficulties.
- Larrey identified this gap while at media agencies, previously working at Publicis, WPP and Havas in Paris.
- "Eight years ago, when we wanted to do a podcast advertising campaign, it was extremely manual. You had to record with a voiceover with a host. It was almost like an agency business," Larrey says.
- "Audiences were there, but marketers didn't really have the right solutions and right tools in order to execute digital audio campaigns," he adds.
What's next: The funding will go toward its U.S. expansion and AI investments.
- Larrey plans to relocate to New York later this year.
