Programmatic audio to be embraced by media agencies in 2022: IAB

Australian media agencies are embracing the efficiency and flexibility offered by programmatic audio more than ever, with 64% indicating an intention to use programmatic for audio advertising over the next 12 months, up from 59% in 2021, according to IAB’s sixth annual Australian Audio State of the Nation report.

The report, which was produced in collaboration with research company Hoop Group, with support from 15 media and tech companies and industry body Commercial Radio Australia, is based on responses from 198 media agency decision makers.

COVID-19 was found to have minimal impact on digital audio advertising over the last year, with agencies use of streaming digital audio advertising and podcast advertising continuing on a steady growth trajectory. 73% of media agencies regularly used streaming digital audio advertising and agencies’ consideration of podcast advertising jumped to 59%, up from 36% last year.