Media agencies reveal pain points of audio advertising
Image: Mohammad Metri on Unsplash
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.