Mood, mindset and meaning: how audio and culture shaped day two of IAB Upfronts

From audio to algorithms, the second day of IAB Upfronts explored how brands can connect more meaningfully through mood, mindset and culture.

Global’s Tommy Cattell opened with new insights into the power of audio, reminding advertisers that mood shapes perception. Audio isn’t just background noise - it drives belonging, boosts emotion and improves focus. With 20% of mobile time spent listening to audio, and new cross-device measurement capabilities from DAX ID, the medium is becoming more measurable and competitive than ever.

WPP followed with a powerful session on the intersection of culture, community and commerce. Case studies from Jet2, Alpro and Boots x Macmillan showed how empathy, connection and creativity drive brand impact when rooted in real human insight.

ASOS and Adidas demonstrated how intentional channel strategies and authentic talent partnerships can translate into cultural moments - with their campaign selling out within a day.

Tripadvisor’s Common Ground project brought a human close to the morning, showing how travel unites us across divides through a stellar session with voices including Professor Green, Daisy May Cooper, Big Zuu, Monica Galetti, Tilly Lockey, and Jimmy Doherty. Uber explored how brands can move at the speed of culture, blending purpose with immediacy through interactive formats and playables.

Finally, YouTube underscored its position as the epicentre of culture, with creators driving trusted, long-form entertainment and shaping the next era of brand storytelling.

Across every session, one message was clear: people don’t just consume media - they choose it, feel it and live it. Brands that meet audiences in the right mood and mindset will be the ones that truly connect.