WARC & Audacy：2024弥合音频市场投资缺口：音频领域的投资潜力与战略机遇深度剖析白皮书（英文版）（42页）.pdf

1、 Copyright WARC 2024.All rights reserved.The case for increased investment:Breaking down the barriers behind the Audio investment gapWhite paperBreaking down the barriers behind the Audio investment gap|Contents2Previous WARC papers have explored the size of the investment gap in Audio:the stark dif

2、ference between its large share of media consumption and its much smaller share of advertising spend.The gap is growing wider by the year in the USA,which is our primary focus here.In partnership with Audacy,we wanted to take a fresh look at the issue.Given that the numbers would seem to make a comp

3、elling case for Audio,there are clearly other forces at work.To find the answers,we conducted in-depth interviews with 21 experts from leading brands,agencies,measurement companies and Audio publishers,supported by extensive desk research.All our experts were promised anonymity so that they could be

4、 entirely frank,but some were happy to go on the record.At the outset of this project,we asked ourselves four questions:What are the principal barriers constraining investment in Audio?Are these barriers based on hard evidence or are they more a matter of perception?What does best practice look like

5、,and how does it create positive commercial outcomes?What actions should advertisers,agencies and the Audio industry itself be taking to unlock the channels full potential?1234ContentsIndustry experts interviewed 3Foreword from WARC and Audacy 4 Key takeaways by chapter 5Chapter 1:6 The true scale o

6、f the Audio investment gap Chapter 2:12 Audio and the fundamentals of media planningChapter 3:22 Audio and leveraging comms opportunitiesChapter 4:32 Audio and measuring real-world impactFinal takeaways 41Scope of this report2 Copyright WARC 2024.All rights reserved.Copyright WARC 2024.All rights re