Streaming and podcasts are the most popular audio media formats

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...

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