Digital Audio now reaches more people than ever before in the UK – 19.4 million, up from 15 million in 2013 (RAJAR Midas).

Digital Audio is defined as any audio content streamed on a connected device. This includes digital and online radio, music streaming, podcasting and on-demand audio.

Currently, 65% of these services offer audio advertising and whilst some of us might choose to pay subscriptions to avoid hearing ads on music services like Spotify, 51% of all time spent with digital audio will expose listeners to advertising. If the U.S experience is anything to go by, it’s a trade-off listeners are willing to accept. Edison Research found that 75% of digital audio users felt advertising is a fair price to pay for free content.

With more users consuming Digital Audio there are now more opportunities for advertisers to target listeners with audio ads alongside video and display advertising formats. Audiences can be targeted through sophisticated audience segmentation, geographically, by device or by internet service provider. There are also options to buy programmatically.

Digital Audio is perfect for extending reach to specific audiences that are sometimes hard to pin-point with traditional advertising formats, but advertisers often combine both to maximize return on investment.

Radio Experts can help brands navigate this complex array of opportunities and pin-point the perfect solutions. Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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