Podcast advertising projected to $1B/year by 2029 (EMARKETER)

"Advertisers champion digital audio because it builds new brand audiences, consumers that wouldn't otherwise be engaged on other established channels. Incremental reach - the creation of new audiences for the advertising message - is perceived by marketers as the primary strength of digital audio, above audience engagement and audience targeting."

"Many advertisers are new to the digital audio space and testing the waters. At the same time, a hefty 79% have used the venue to some extent. Almost 40% started in digital audio within the past two years, revealing a range of experience among surveyed organizations."

"The survey also revealed that twice as many marketing budgets included digital audio (67.0%) as broadcast audio (33.0%). A whopping 83% of advertisers believe that digital audio provides some degree of incremental reach, with in-car and commuting listening nearly twice as effective as hearing ads at home."

An EMARKETER survey of 100 U.S. marketers reveals strong adoption and growth potential for digital audio advertising. While many advertisers are new to the space, 79% have used digital audio to some extent, with 40% starting within the past two years. Twenty-five percent plan to increase investments within a year, and 40% are somewhat likely to do so. Digital audio receives twice the budget allocation compared to broadcast audio (67% versus 33%). Marketers prioritize digital audio for its incremental reach capability—83% believe it builds new audiences unavailable through established channels. Social media leads channel usage at 83%, followed by display at 75%, with streaming audio and podcasts at 67%. In-car and commuting environments show nearly twice the receptivity compared to home listening.

Read at RAIN News