IAB 2019 Digital Audio Buyers Guide 2.0
The renaissance of audio continues, mostly due to smartphones and connected lifestyles. According to the Infinite Dial 2018 report published by Triton Digital and Edison Research, 64% of 12+ Americans listen to online radio, 26% to podcasts. Audio is playing an important and ubiquitious role to most US and global audiences. 75% of the US population own smartphones with constant connectivity. The connected environment and new technologies are impacting media consumption trends in profound ways.
Screens and browsers on these mobile and connected devices are shrinking. The Connected Car and Connected Home are “Audio First” environments. The importance of what you hear is becoming more important than what you see. Advertisers, brand and agencies are discovering more and more that this environment is ideal for driving brand awareness and direct action to their marketing campaigns.
One of the key advantages of audio advertising is that it is the only ad format that does not interfere with other activities like video nor requiring distracting levels of concentration like text. Audio is complimentary, which makes audio advertising truly a superior user facing ad experience.
Now, with the recent adoption of voice interfaces, customers are gaining the ability to engage with conversation-based audio advertising. Voice-enabled advertising makes the user ad experience shorter, interactive and a lot more fun. Users can skip irrelevant ads or ask to learn more when interested.
Beyond the obvious benefits like high levels of engagement driving conversion and ROI — every interaction and voice command to voice-activated ads is measured in real time and provided to brands and agencies for campaign analysis and optimization. This level of empirical measurement is solving the attribution challenge for audio marketers and becoming a game changer for audio publishers.
The IAB has just released their 2019 Digital Audio Buyers Guide 2.0, a great resource for planning and buying digital audio advertising.
We really loved the following quote by Gina Garrubbo, CEO at NPM. Gina, we couldn’t agree with you more!
“I believe we will see media companies exercising the creative possibilities of voice activation in new ways, especially as people become more comfortable navigating their day through voice and more screened smart speaker devices enter the market,” says Gina Garrubbo, CEO, National Public Media.