Digital audio is a rapidly growing area. Consumers love the content, and the emerging platforms are enabling brands to reach their audiences through audio branding in intimate and immersive ways.
Advertising Age and The Trade Desk, along with Advantage Business Research, surveyed 532 media and marketing professionals about the future of digital audio ads.
In June 2016, respondents reported that approximately 7% of their advertising budgets were set aside for digital audio. However, data showed that planned investment by mid 2017 would reach 11.6%, marking a significant growth in allocation. 38.6% of respondents said that digital audio is an important part of their marketing strategy.
Music streaming services, such as Spotify, were of most interest to respondents (67.5%), followed by podcasts (41.7%) and formatted music channels (37.4%).
The whitepaper Programmatic and the Rise of Digital Audio is available here.