Stephanie Donovan from Triton Digital had some good news for the audio sector. Online audio consumption is growing – 70% of online audio is podcast listening, Time spent listening has also grown. Advertisers have increased their ad spend online by 40% globally. In the future this will grow further especially in the next two years. Audience is everywhere, 78% of audiences listened to online audio in this last month. There is a habitual listening. This growth is coming from smart phones and in car entertainment that’s 61% grown listening to online audio or podcasts in the car. 80% of people say they are listening to radio in the car, radio is still the most popular media in the car. Advertisers are following the audio, in ytd 2022 78% programmatic growth in ad spend in APAC it’s 108%, in Singapore 137%. Audiences are growing. Stephanie had some takeaways for broadcasters; Be everywhere for your audiences, measure all the time everything and finally build a loyal audience – connect so they gravitate towards you. Programmatic audio is brand safe for example. Audio is attractive, stand out, differentiate your content and be everywhere.
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