With the proliferation of programmatic audio, podcasts, and streaming radio, the way we listen to content is ever changing. By 2021, the average US adult will spend 86.88 minutes a day with digital audio, according to eMarketer.
More than three-quarters of US internet users will listen to digital audio formats like podcasts and streaming music at least once a month this year. Podcast listeners account for a much smaller portion of the US internet population (26.9%), but this audience is growing fast. There are more than 550,000 podcast shows with topics to match any interest.
As consumers move from radio to digital audio, major advertisers are buying fewer and fewer radio ads, and instead are turning to digital to extend their audience reach and increase message frequency, with the inherent efficiencies that programmatic advertising offers over more traditional ad buys.
For marketers, programmatic audio presents a golden opportunity to get in front of an engaged audience in a new way. But how do you get started with programmatic audio? And how can you be sure your audio ads are performing effectively?