Digital Soundwaves Shaping the Future

As co-chairs of IAB’s Audio Council, Zenith’s Ryan Reid and Lee Thompson from Audio One share research and insights, showcasing the strength of Audio and the potential it holds for brands. Within this edition of the Digital Digest we have summarised some key stats shared for Digital Audio:  

• We love to listen: According to a recent report from Comisiún na Meán, 43% of Irish adults tuned into a podcast within the past month, outpacing the US (41%), EMEA (37%), and the UK (31%).  

• We’re tuning in regularly: An IAB study conducted in Jan 2024 revealed 78% of Irish adults were weekly digital audio consumers. 

• Brands are taking note: Irish ad spend is reflecting the growth in the channel with €18.5m invested in Digital Audio in 2023 – triple the spend recorded just five years ago. Core’s Outlook released earlier this year forecasts an additional 18.5% growth in Digital Audio in 2024  

• Immersive Impact: The intimate and personal nature of digital audio, delivered directly through headphones, creates an ideal environment for impactful advertising. This experience enhances ad recall, as confirmed by a Pandora NeuroInsights study, which found digital audio ads are 49% more memorable than linear ads. 

Is there untapped potential in digital audio? There is certainly a lot of opportunity for targeting across audience, creative messaging, contextual moments, time targeting and more.  The channel allows for agility and, often, cost effective creativity. For more in depth recommendation on the role digital audio can play in your plans, contact your client team in Core.  

For the full download, read Ryan & Lee’s opinion piece here.   

Source: AdWorld