Let's Do Some Math

A: US advertisers will spend $17.46 billion on branding, By 2017, [the online] branding spend is expected to grow to $29.33 billion” eMarketer

B: "Traditional digital branding techniques are quantitatively loosing effectiveness" - Dynamic Logic

C: "Our media environment is becoming increasingly audio enabled" Pew Research Centre State of the News Media Report

 

Ok So...

A: Digital branding is growing, yet B: it's loosing its effectiveness. Brands will need to look for new avenues in order to stay effective and competitive, and a new avenue is indeed opening up: 

C: Audio.