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Media agencies remain unsure about podcasts and voice marketing, IAB finds

Media agencies are embracing streaming audio but are still finding their way with voice, IAB Australia has claimed in a report released this morning.

The second edition of the Audio Advertising State of the Nation report found two-thirds of media agencies are regularly buying streaming radio spots, while podcasting is still in the experimental stage for most agencies, with only 13% looking at voice marketing strategies.

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Vijay Solanki, CEO of IAB Australia, said: “With 13.6 million Australians streaming audio content on their digital device in December 2017, it follows that the buying community is continuing to increase investment in streaming ad opportunities.

“With the explosion of podcasting at both a content and consumer level, I expect to see more brands stepping in. It’s also good to see integration of audio happening as agencies have been asking for that for over a year.”

The report was conducted by independent research company Hoop Group and canvassed information on the experiences and opinions of over 150 media agency executives and marketers.

Gai Le Roy, director of research of IAB Australia, added: “Consumer usage of voice-assisted technology and devices will take off in 2018 and while marketers are reviewing their opportunities in this space carefully, media agencies need to quickly assess their role and approach to voice marketing on behalf of their clients. Expect to see measurement improve as new guidelines from IAB US come into play in the next 12 months.”

The IAB Audio Council membership includes the ABC, ARN, Commercial Radio Australia, Eardrum, Macquarie Media, Nova Entertainment, Omny, Southern Cross Austereo, Spotify, The Trade Desk and Triton. The research can be downloaded by IAB Australia members.

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