DAX：数字音频广告商的崛起（英文版）(13页).pdf

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1、THE RISE OF DIGITAL AUDIO ADVERTISING THE RISE OF DIGITAL AUDIO ADVERTISING1 1. Overview Foreword from Ollie Deane, Director of Commercial Digital at Global Over the course of a year, the digital audio industry has experienced unprecedented change. This years analysis reveals how perceptions of digi

2、tal audio have developed in the past 12 months and takes a definitive look at the factors driving the industry forward. This year, 86% of advertising agencies and 66% of brand advertisers said that they now see digital audio as a key part of their integrated media strategies. The rise of smart speak

3、ers has led to a surge in brands and advertisers prioritising digital audio as an essential part of their campaigns. Digital audio is already an important part of many listeners daily habits and advertisers are eyeing further opportunities to reach even more listeners, with the roll out of 5G enabli

4、ng widespread adoption of connected cars. Podcasts are now well and truly at the forefront of advertisers minds. With many forecasting that podcasts will achieve even more scale, 75% of advertisers plan to increase spend across podcasts in the next 12 months. The report identifies the growth of podc

5、asts as a key factor for driving change around the way audio is planned and bought. Contextual advertising across a range of verticals - from sport to business and well-being coupled with a range of different ad formats, has presented advertisers and agencies with many different options suited to a

6、wide variety of brands. Whilst interest in digital audio is stronger than ever, the proliferation of content and platforms can make for a fragmented marketplace for advertisers. As one of the pioneering platforms created to connect advertisers with the growing numbers of people listening to digital