Going full funnel with digital audio

Brian Carruthers

Half of UK agencies and advertisers remain to be convinced that digital audio can prove its effectiveness – DAX is on a mission to educate them.

Digital audio continues to grow: from its music streaming origins, radio streaming is increasingly common, podcasts are everywhere and smart speakers have thrown a new factor into the mix.

“This is actually the first year ever that digital audio now reaches more than 50% of the [UK] adult (15-plus) population every single week,” Tom Streetley, Global digital media manager, told the IAB Sound Investment event (London, May 2019). “That’s up 14% up year on year, and now it’s 28.3 million people. So not only is it big, it’s still growing very quickly.”

That growth has been accompanied by a shift...

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