Getting your brand heard: Are European telcos harnessing digital audio’s full potential?

In this report, WARC and Spotify explore how digital audio channels are being adopted within the media mixes of European telecom brands.
  • 5G presents an opportunity for telcos to reinvent their role in digital society; but the technology must be paired with enhanced CX.
  • Telcos are shifting budgets to prioritise sales activation ahead of brand building, which may be a mistake.
  • Consumption of digital audio is growing fast but there is a large investment gap: digital audio has over 17% share of total media consumption in the UK, France, Germany, Italy and Spain and yet, in each market, the spend on digital audio as a percentage of telcos’ total spend in 2021 was below 0.6%....

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