Audio Advertising State Of The Nation Research 2021
February, 22nd 2022 | Original Article - IAB Australia
The 6th wave of IAB Australia’s “Audio Advertising: State of the Nation” research is now available. See below for the key points as summarised by Richard Palmer - Director of Market Development - Triton Digital and Gai Le Roy - CEO - IAB Australia.
The 2022 Report, which is in its sixth year, found that 64% of media agencies intend to use programmatic for audio advertising over the next 12 months, up from 59% in 2021.
Key Summary
- Streaming digital audio and podcast advertising is continuing to play a more consistent role in media plans than it did 6 years ago
- Intention to buy audio advertising programmatically continues to increase. While data & targeting is still the dominant factor in buying digital audio advertising programmatically, there has been an increase this year in flexibility and operational efficiency as factors driving programmatic usage.
- There are high levels of experimentation across a variety of creative formats and within a range of content genres.
- Availability of advertising effectiveness evidence or streaming digital audio and podcasts has improved this year.
Another fantastic report from the IAB Audio Council. Great to be part of the on-going growth of Digital Audio.
You can download the full report below or get started on your Digital Audio journey by hitting the 'Get Started' button.