Audio ad dollars will flow if podcasts can address measurement concerns

Audio advertising experts at Advertising Week Europe explore the opportunities and challenges offered by podcast media.

For a media format with a dismal record of attracting advertising investment – $314m in 2017, according to the IAB, versus the $12bn spent on online video in the same period – podcasts are beginning to attract a remarkable amount of attention from brands and agencies.

Successive sessions at Advertising Week Europe (AWE) were dedicated to the burgeoning market. With Spotify boasting a $500m war chest to bolster its presence in the podcast ecosystem, and PwC estimatingthat global podcast adspend will clear $1bn by 2020, many believe the medium is set to make the...

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