What’s your audio strategy?
In the last four years Australian audiences have started to embrace audio streaming, but many advertisers are still struggling to adjust to the new world order for audio. Alex Hayes looks at some of the key points from the recent Spotify and Pandora Unrivalled events and how advertisers and agencies are embracing the platforms.
In 2012 two media players with global footprints but relatively little exposure in Australia hung out their shingle in the local market, audio streaming services Pandora and Spotify.
Over the next four years they would see several local and international competitors rise and fall. And while the reporting on audio streaming in Australia focussed on the troubles of Guvera, the folding of Mog into Apple Music or the demise of Deezer, very little of it actually looked at the impact the rise of the sharing economy was having on the audio landscape, as consumers shifted habits.
And where consumers go, advertisers follow.
