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Audio Advertising State Of The Nation Research 2021

March 15, 2021 Original Article - IAB Australia

The 5th wave of IAB Australia’s “Audio Advertising: State of the Nation” research is now available. See below for the key points as summarised by Richard Palmer - Director of Market Development - Triton Digital and Gai Le Roy - CEO - IAB Australia.

Audio Advertising Key Summary

  • 59% of media agencies intend to buy programmatically over the next 12 months, with intentions to buy multiple types of programmatic such as open exchanges, guaranteed and private marketplace deals increasing on last year.
  • Growing in its importance, the predominant objective for streaming digital audio and podcast advertising is to increase brand awareness.
  • There is an opportunity to improve ad effectiveness for a third of media agencies are not tailoring creative to suit different audio environments when running campaigns across different broadcast and digital audio advertising options, this has not improved over the last year.
  • Only half of media agencies report both planning and buying audio activities within the same team. 56% of agencies report planning and buying digital audio collaboratively with digital display activity, while 53% report planning and buying in combination with digital video activity.

Here at Digital Audio we fully support the IAB Audio Council and love the work gone into this study. You can download the full report below or get started on your Digital Audio journey by hitting the 'Get Started' button.