Audio is a channel buzzing with opportunity as buyers and publishersexpect notable growthin the near future. As a medium that reaches
highly engaged audiences at moments when its more visual counterpartscannot, audio is capable of complementing buyers wider plans andpublishers’ media offerings. Advancing the technologies that enable audioadvertising unlocks cross-channel optimisation and performance forbuyers, making audio inventory even more attractive and driving revenue
for publishers.
Audio is a channel buzzing with opportunity as buyers and publishersexpect notable growthin the near future. As a medium that reaches
highly engaged audiences at moments when its more visual counterpartscannot, audio is capable of complementing buyers wider plans andpublishers’ media offerings. Advancing the technologies that enable audioadvertising unlocks cross-channel optimisation and performance forbuyers, making audio inventory even more attractive and driving revenue
for publishers.
From 2018 to 2022, digital audio has outpaced all other advertising channelsin Europe in terms of compound annual growth rate’. The pandemicserved as a cyclical catalyst for digital audio, particularly podcasts, dueto a rise in consumption. However, structural enhancements like improvedmeasurement, simplified buying and automation continue to advancethe market The advertising industry’s emphasis on attention in a screensaturated media environment, quality of reach and brand safety positionsdigital audio as a promising investment channel for advertisers and a potentplatform for publishers to exploit context. We project the European digitalaudio market which stood at e⁷72 million in ad spend in 2022, to surpass theclbilion martby2025.99
AB Europe’s AdEx Benchmark study currently measures ad spend for display, audio,social video. Ret ail Media is not currently a part of the study.
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