A new study from DAX, the digital audio exchange created by Global, reveals how the rise in voice-activated devices and podcasts will continue to drive change in the way advertising is planned, created and bought in the UK.
With listening habits changing and some 24 million people now listening to digital audio every week in the UK, the findings from The Rise of the Digital Audio Advertiser reveal how brands and agencies are recognising the potential of digital audio as a critical part of their media mix.
Following extensive research, the study revealed that 79% of advertisers and agencies believe reaching audiences through voice-activated devices in the next 12 months is key, with 68% actually planning to create ads specifically for voice-activated devices in 2018.
The study also showed that as digital audio consumption increases, 77% of advertisers and agencies agree advertising in podcasts represents an untapped opportunity with 66% of advertisers saying they will advertise in podcasts this year.
“From the explosion of new technologies, such as voice-activated devices, to advanced targeting and immersive experiences, our findings show that digital audio is driving real change,” said Mike Gordon, Global’s chief commercial officer.
“This new study is definitive proof that advertisers are tuning into the benefits of digital audio with 84% planning to invest more in digital audio in 2018.”
Commenting on the findings, media consultant, Paul Mead, added: “Smart speakers have a steeper adoption curve than smartphones. Despite the absence of an ad product in this ecosystem there are many ways for brands to play a role through skills and owning certain behaviours.
“Digital audio is the way brands can create and reinforce these new interactions and we will see a lot of growth in this area.”
