85% to increase ad investment in digital audio over the next year
Posted on: Thursday 04 July 2019 | IAB UK
A new study by DAX, conducted with MTM, explores the rise of digital audio advertising in the UK.
With digital audio consumption higher than ever – latest RAJAR MIDAS data shows that 52% of over 15-year olds listen every week – DAX’s report highlights the growth of digital audio on advertisers’ plans.
It shows that 86% of agencies and 66% of advertisers surveyed* see digital audio as an important part of most media strategies.
Digital audio is perceived as a creatively rich medium with 78% of respondents saying that listeners are highly engaged because of the great content available. In addition, 53% believe that digital audio is the medium developing the most innovative opportunities for advertisers. It is also valued for allowing brands to target the right people at the right time.
Looking to the future, 85% of respondents said that they would increase their investment in digital audio in the next 12 months, citing podcast popularity and the growth of smart speakers as key drivers of growth.
* 215 senior and mid-level executives at leading media agencies and UK brand owners
View the full report below
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