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4 Reasons To Increase Ad. Spend On Radio / Digital Audio

According to “The Rise of Digital Audio Advertising” a new report from MTM Research, advertisers and agency planners are fast re-assessing the strategic role of radio/digital audio.

WHY?

Four key factors are driving investment in digital audio –

  1. increased podcast listening
  2. smart speakers and connected cars
  3. the rise of programmatic trading
  4. cross-platform targeting opportunities

Now, the value proposition and opportunities in digital audio are clearer, so too is the growing significance of digital audio in advertisers’ media strategies.

REPORT’S KEY FINDINGS

85% of UK advertisers are planning to increase their investment in digital audio over the next 12 months.

78% of 215 senior and mid-level executives from UK media agencies and brand owners expect to increase spend across music and digital radio this year.

75% of the respondents plan to increase spend across podcasts.

86% of advertising agency executives and 66% of brands also said they now see digital audio as a “key” part of media strategies, while the number of stand-alone digital audio campaigns is on the rise.

TMS12 VIEW

This year we have linked new effectiveness tracking to our key radio clients’ campaigns and we have driven a series of impressive results. There is a new depth of accountability in the radio and digital audio arena.

These are exciting times – new insights refresh our planning approach and are a life blood in our offering to clients.

To find out more about our innovative approach to media planning, please contact us on info@tms12.co.uk

Richard Huglin

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