Communication using sound has evolved through the years. Starting with war drums and horns, going through heralds who wandered the streets and proclaimed the decrees of those in power, ending with today’s endless possibilities of self-promotion through audio channels. Not so long ago radio advertising was only available on terrestrial radio for advertisers with large budgets. Ads were addressed to a broad, extremely diverse audience which resulted in teens listening to mismatched and annoying ads about haemorrhoids and heartburn medications. Today it is a measurable, targeted broadcast reaching listeners through various channels, including radio stations, podcasts, audiobooks, music streaming services or mobile applications, providing intimate, interesting, precisely fitted and not annoying(!) audio-ad content to the targeted audience.