The second wave of IAB Australia’s Audio Advertising State of the Nation research has been published today, providing further insight on how the media buying community is using audio advertising across all platforms.
The research reveals that the number of media agencies using podcast advertising regularly has nearly tripled in the last year (from five percent in December 2016 to 14 percent in December 2017). A further seven in ten agencies are either experimenting with it or looking to experiment with it this year.
The emergence of new audio advertising options is invigorating the whole audio market with media buyers increasing their usage of all forms; broadcast, digital, streaming and podcasts over the last twelve months.
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