IAB study reveals media agency growth in understanding audio streaming and podcasts
Media agencies are showing a greater understanding of audio streaming and podcasts, with the aim of increasing awareness of their clients’ brands as the main objective, a study by the Interactive Advertising Bureau (IAB) has revealed.
The understanding of podcasting in media agencies trails that of streaming, the research revealed. On a scale of 1-to-10, media agencies ranked their understanding of podcast advertising at 5.1 on average and 7.2 for streaming digital audio, with just 6% classifying themselves as having little understanding.
Increasing brand awareness was considered the most important objective for audio advertising, with support for specific promotions coming in second, followed by direct response.
Growth usually refers to increasing scores or results over time. So if this reveals growth, what were the prior results?
Great article. About time media agencies got their head around this all important medium of podcasting. Whilst the numbers revealed in this article are promising, I’m still not seeing it when I’m speaking to media planners and buyers about my 8-year old podcast. That said, there has been a shift. How’s this for some stats – iTunes experienced 10 billion podcast listens in 2016 and lists 325,000 podcasts. It’s a wonderful medium that’s here to stay.