Streaming digital audio as well as podcast advertising are both playing increasing roles in brand building, yet under half of advertisers are consistency using an identifiable sonic logo or audio asset in their creative mix.
That’s just one of a number of findings from the Interactive Advertising Bureau (IAB) Australia’s sixth annual Audio Advertising State of the Nation Report survey, undertaken in partnership with Hoop Research Group. The emphasis is on agency respondents as well as those focused on those allocating marketing spend on audio campaigns. The survey covers broadcast radio, streaming digital audio, DAB+ and podcasting
During today’s IAB Australia Audio Summit, director of research, Natalie Stanbury, highlighted a number of key report insights.
Overall, usage of digital audio advertising has consistently grown over the past six years. More than seven in 10 agencies (73 per cent) either significantly use streaming digital audio services or regularly consider them as part of activities, up from 69 per cent a year ago. Nearly six in 10 (59 per cent) regularly consider podcast advertising, up from 36 per cent from last year.
For the first time, the IAB report broke down podcasts into original content and catchup radio, finding both were regularly considered by agencies (53 per cent and 41 per cent, respectively).
A growing desire to buy audio advertising programmatically is also rising. The report found 64 per cent of respondents intend to use programmatic means for audio advertising over the next 12 months, with buying both on open exchanges as well as private marketplaces increasing significantly over the past year.
Reasons to use programmatic are changing too. According to IAB’s finding, while data and targeting is still the dominant use case (83 per cent), more advertisers are embracing programmatic for flexible buying options (80 per cent,…