At a time when brand safety is a critical consideration for advertisers online, digital audio stands apart as it offers a premium, brand-safe environment, writes Lee Thompson.
The digital audio market represents one of the least cluttered spaces in digital advertising and therein lies the real and present opportunity.
In the last 6 weeks alone, there have been significant moves by key industry actors highlighting a market that is ripening quickly on the back of growing listenership worldwide. In February
news emerged that AudioBoom, the UK podcasting company will be merged with larger US rival Triton Digital in a £134m deal. In March, Pandora, the largest music streaming service in the U.S., announced that it would acquire AdsWizz, the global leader in digital audio ad technology. Both deals will allow the combined entities expand quicker in the fast-growing market for digital audio advertising.
Digital audio is more than just radio online. It covers a wide range of services including broadcast radio stations online, online only radio stations such as RTE Pulse, on-demand music services such as TuneIn and Spotify and podcasts.
“At an all adult level, smartphone listenership declines with age whereas FM listenership increases with age.”
All of the above can be accessible via a publisher’s desktop player, its native apps or via third parties like TuneIn or aggregation services such as iTunes.
At a time when brand safety is a critical consideration for advertisers online, digital audio stands apart as it offers a premium, brand safe environment.
Read More at The Original Article: www.adworld.ie
