Podcast advertising growth doubled in 2021, according to the Interactive Advertising Bureau's (IAB) recent study.
The report states that podcast advertising revenue surpassed $1 billion in 2021, reaching $1.4 billion. A rising user base, more usage of automated ad tech, and expanded investments across additional ad categories have been the driving force behind the boost.
The report notes that an increasing user base will lead to increased consumption of the ever-expanding library of new and diverse content. The share of ad revenue via Dynamic Ad Insertion (DAI) increased 84% in the last two years.
In the two years, the share of ad revenue generated by smaller categories has grown from 8% to 28%. In addition, podcasting ad revenue is expected to surpass $2 billion in 2022 and $4 billion in 2024.
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