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The market for advertising in audio format will continue to grow in the coming years, according to the Amplification of Media Quality in Digital Audio 2022 study.
The study shows that 93 percent of marketers plan to invest in digital audio advertising this year, and 63 percent are confident that these types of formats will increase performance and branding, thus contributing to the overall success of digital audio advertising. advertisers.
The majority (73 percent) trust that programmatic advertising in audio ads will improve efficiency and scalability.
Podcasts, intelligent voice assistants, digital radio offerings, and audio streaming services have transported audio advertising into the new millennium, and one study confirms it, as according to Integral Ad Science (IAS) 93 percent of media professionals plan to use digital audio advertising this year.
On the other hand, according to German Association for the Digital Economy (BVDW)the advertising range of Audio it is expanding by 20 percent a year. This is possible mainly because of the smartphones that people carry in their pockets, but also because of the advent of smart speakers. More than 11 million German citizens already actively use smart speakers at home. Particularly popular: Google Home, Amazon Echo/Dot or Apple HomePod, based on figures provided by audio marketer RMS for last year.
The most used feature on these devices was the playback of audio content using podcast apps or streaming or radio providers. Based on current growth figures, every advertiser should integrate audio advertising into their media planning
In addition, the market for advertising in audio format will continue to grow in the coming years and this is indicated by the study Amplification of the quality of media in digital audio 2022. This report, produced by the company Integral Ad Science (IAS) together with the opinion research institute YouGovis based on the opinions of different American media professionals, who analyze the current situation of audio advertising, what risks must be combated and how quality can be ensured in this type of format.
The study shows that 93 percent of marketers plan to invest in digital audio advertising this year, and 63 percent are confident that these types of formats will increase performance and branding, thus contributing to the overall success of digital audio advertising. advertisers. The majority (73 percent) trust that programmatic advertising in audio ads will improve efficiency and scalability.
However, ad fraud and poor measurement metrics are raising concerns among industry professionals, according to the IAS study.
As this study points out, 45 percent of respondents call for better tools to compare the performance of audio, display and video campaigns in the future, as well as a standardization of «audibility» criteria, which until now have not been sufficient to be able to compare them with visibility.
Also, 87 percent of interviewed experts are concerned about ad fraud in the digital audio industry. In this sense, they ask for verification by external partners to improve quality in the future and make investments in digital audio advertising worthwhile. At the same time, such verification could help improve audio advertising metrics by providing performance insights and incorporating customer feedback, thereby boosting the industry.
Thus, media planners and advertisers cannot avoid audio advertising in the future. LAudible devices like Bragi’s The Dash bring voice directly into users’ ears.
The skills or actions, that is, the applications integrated into smart speakers, make direct communication with the client possible. Working by voice command, the user can open a search page by voice, have the audio script read aloud, or redeem a coupon directly from the audio ad through dynamic voice activation.
New digital audio formats open up limitless possibilities for audio advertising: as early adopters of the technology, brands that establish their own audio identity today will enjoy a market advantage.