Oversaturated visual world sparks demand for audio advertising

Justin Merickel

Explains why marketers need to take a much closer look at the growing popularity of digital audio such as streaming music and on-demand podcasts and the opportunity they offer for their brand's cross-channel advertising strategy.

The average city dweller today sees up to 5,000 ads per day. With people constantly inundated by ads, only a few messages can be expected to reach a consumer and sustain attention long enough to have an impact. Do consumers remember five — or even two — ads that crossed their field of vision during their morning commute? To set themselves apart, advertisers continuously look for ways to break through while publishers work to fill up blank spaces with sellable inventory. But people are increasingly escaping from the unwanted chatter and stimuli in their surroundings.

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