A recent survey of UK brands and practitioners found that 62% believe targeting capability is the main reason for increasing advertising in digital audio. A full 81% also agree that digital audio gives brands new ways to reach consumers, through capabilities such as geotargeting.
Indeed, four in five senior practitioners feel geotargeting makes digital audio a valuable asset to run alongside out of home campaigns. A similar proportion (78%) agreed that dynamic creative makes digital audio an attractive advertising medium as well.
Over half (54%) of advertisers cited the rise in streaming platforms as a reason for increasing ad...