Why brands need a mobile audio strategy

This event report describes the growing importance of audio content, with its unique potential for reach and concentrated engagement.

Why brands need a mobile audio strategy

Brian CarruthersWarc

Digital audio in all its various forms – streaming radio, streaming music, streaming podcasts – is now mainstream. In the case of music, it's a recent development according to Ollie Deane, commercial and digital director at Global Radio, owner of some of the UK's best-known commercial radio stations. Speaking at the 2016 annual conference of commercial radio body Radiocentre – subtitled See Radio Differently – he dated it back only one year, to 2015.

The statistics backed him up: there are 500 million songs streamed every week and this...

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