Programmatic audio advertising spend set to rise in Europe

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2019, 5:23 PM UTC

Xaxis in collaboration with IAB Europe, found that 60% of marketers are looking to increase their programmatic audio spend.

A recent study found that ad spend on programmatic audio advertising is on the rise with 59% of marketers already using it to some extent. But, the understanding of programmatic audio is low, with only 15% of buy-side marketers confident about the format.

This piece says that 63% of the marketers felt that investing in audio would complement their media mix, while 59% of them wanted to reach specific audiences through programmatic audio. Most respondents said that mobile phones were their device of choice for reaching their target audience.

Of the 499 buyers and publishers surveyed, most said that achieving targeting efficiencies was rated as their primary motivation for investing in programmatic audio. Alex McGibbon, Vice President of Client Solutions, Xaxis noted, “There is an obvious appetite to increase knowledge and understanding of programmatic capabilities”.

Read the original article

[3 minute read]