Check out this byline by Zac Pinkham, VP of Demand, Europe!
Audio is booming, and the stats prove its effectiveness in advertising. So why does adspend continue to be diverted towards more traditional channels?
Audio advertising first took to the airwaves in 1922 when AT&T, America’s leading telecoms company, paid for the first original radio ad. General Mills (makers of Cheerios and Häagen-Dasz amongst other things) quickly took the concept and ran with it, releasing the first radio jingle in 1926.
100 years later, audio remains a marketing staple, spanning television, social media, and music streaming services – and the UK’s audience is tuning in in their droves. Total digital audio listenership is forecast to exceed 40 million by 2024 – up from 36 million in 2019.
Brand marketers haven’t ignored this ascendancy. The UK’s digital audio adspend exceeded £163m in 2021, a 58% increase on 2020’s levels.