Q2 saw total marketing budgets grow despite the continued economic uncertainty. With record increases in promotional activity, brands would do well to consider digital audio as a way to achieve both their upper and lower funnel marketing objectives.
Our Senior Sales Manager, Kathryn Roberts, shares her reaction to the latest IPA Bellwether report:
“While this quarter’s Bellwether Report saw a -8% decrease in audio, let’s not forget, digital audio advertising spend is projected to reach $10 billion by the end of the year.
“Audio might have previously been seen as a tactic for upper funnel brand awareness activity, but with the emergence of digital channels and addressable creative the medium has opened up to the entire marketing funnel. Audio is uniquely positioned to serve both brand building activity and short-term sales promotions, giving brands more value for money.
“As marketers rethink their media strategies, they should take full advantage of digital audio. With the channel continuing to grow and mature, those that fail to embrace it across every stage of the path-to-purchase will be missing out.”
Jul 12, 2023