Streaming and podcasts are the most popular audio media formats

Celeste Huang

Digital audio ad investment trends and Spotify’s latest earnings report.

Advertisers who buy digital audio channels are more likely to invest in online streaming (59%) and podcasts (59%), while publishers are selling more ads against podcast content (68%), according to the latest IAB Europe and GroupM Nexus research. 

Earlier this year, IAB Europe’s AdEx benchmark study revealed that audio gained the largest growth across all formats in 2022, with a 22.1% increase to €0.7bn. The latest survey revealed that just under half (47%) of buyers state that audio advertising is “either their top or amongst their top media options.”

Although the percentage of buyers who invest more...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands