Report: Streaming, podcasts top choice for digital audio advertising

Brand awareness is a key driver for digital audio advertising, with streaming and podcasts favoured by advertisers according to latest Interactive Advertising Bureau report into audio advertising

Digital audio advertising is reaching maturity, with 90 per cent of advertisers choosing streaming services and some 75 per cent opting for podcasts, according to the 2020 Interactive Advertising Bureau (IAB) Audio Advertising State of the Nation report.

Now in its fourth year, the report found agencies turn to podcast advertising to help build brand awareness, particularly for podcast advertising, with almost half of agencies using podcasts primarily for branding. However, while brand awareness is the top objective of audio advertising, only one third of ad buyers are tracking this metric and only 25 per cent are tracking sales.

When it comes to streaming and podcasts, reach, frequency and completion are the most common metrics for both, although the report finds agencies are more confident in measuring these metrics for streaming audio, compared to podcasts.

IAB Australia CEO, Gai Le Roy, noted the evolving market in digital audio advertising, developing from experimentation “into a more strategically driven brand-building approach to digital audio advertising, reflecting the growing consumer consumption of audio formats, particularly podcasting”.   

The report also finds call to action spots are most popular format of streaming audio and have increased in usage strongly year-on-year, while programmatic audio advertising space is attractive to harness data and targeting and, in a challenging ad market, price is increasingly playing a part in choice of advertising.

In terms of creative development, the IAB report finds it’s one of audio advertising’s greatest strengths, yet also the greatest challenge. The ease and speed of audio creative development has proven to be a great attraction for agencies; however only 17 per cent of media agencies are regularly tailoring their creative to suit different audio environments. The report noted creative is the most important part of a successful campaign achieving impact.

IAB Audio Council co-chair, Richard Palmer, said the report shows the market is embracing the branding potential of the different audio formats, but needs to go further in developing unique creative for the various digital audio formats.  

“Over the next twelve months we anticipate the industry will come to understand the need to move from repurposing existing ads and instead look to produce creative campaigns tailored to suit the environment in which it appears,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great article!

Daniel Dan

What robotic process automation can do for marketers

Read more

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in