‘It has to be unskippable’: Aussie agencies buy into digital audio advertising

IAB Australia’s Australian Audio State of the Nation Report shows that 90% of agencies have used audio advertising this year, with streaming digital audio being utilised as a significant or regular part of campaigns for 83% of media agencies.

The report, the results of which were presented at the IAB Audio Summit in Sydney on Wednesday afternoon, highlighted the ‘greatest opportunities’ for growth within the space.

Among these were sophisticated targeting and personalisation, standardising ways to measure incremental reach, attribution, and cross-platform effectiveness, improving programmatic supply, and the use of AI around content and ad creation. 61% of respondents plan to increase their investment in streaming audio over the next year, with 64% planning to advertise more on podcasts.

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