IAB: Podcasting and streaming now embedded in audio advertising mix
The latest survey finds streaming audio and podcast advertising growing leading to better diversification and use of creative in audio advertising
Advertising Audio State of the Nation Report Wave 5.
The fresh report found 69 per cent of media agencies now reporting streaming digital audio advertising as a significant or regular part of their activity and 36 per cent report podcast advertising as a significant or regular part of their activity.
“While there were those who held all spend throughout the year, most people invested in various types of streaming and podcasting over the year, although it did look very different to the usual way,” said IAB Australia CEO, Gai Le Roy, when discussing the results at an IAB Audio Summit this week.
IAB: 81% of media agencies use streaming digital audio advertising
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Marija Mrvosevic ON 16 March 2021 4 min read
The ‘Advertising Audio State of the Nation Report Wave 5’ was just released at IAB’s Audio Summit. The data it gathered shows that 69 percent of media agencies consider streaming digital audio ads a major part of their activity.
The Interactive Advertising Bureau (IAB) is a trade association for online advertising. The report is a collaborative industry project, supported by industry body Commercial Radio Australia. Fieldwork was conducted by independent research company Hoop Group across December 2020 and January 2021 with 222 respondents.
Here are more significant findings from the Audio Summit:
With 68 percent of ads going into streaming audio, a bigger portion of the remaining percentage, 36 percent goes into podcasts.
Published March 15, 2021
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Media agencies reveal pain points of audio advertising
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Almost 70% of media agencies now see streaming digital audio advertising as a significant or regular part of their activity, and 36% report the same for podcast advertising.
The figures emerged in the IAB’s Audio Advertising State of the Nation report, which also identified the pain points and issues which are stopping agencies and buyers from spending more in this space.
The report noted that audio can miss out on wider integrated campaigns because audio advertising is often planned and bought in siloed teams. The research found only 56% of agencies plan and buy digital audio collaboratively with digital display activity, and 53% plan and buy in combination with digital video.
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