With characteristics like a high level of consumer trust, control over high-quality content, and a high share of voice, digital audio is a very attractive channel for advertisers. But until now, digital audio has accounted for just 3% of display advertising. With new tools in the programmatic audio space, this is likely to change in the coming years – and it seems like a great time to seize the opportunities the market has in store.
IAB Europe forecasts that the European digital IAB Europe market will grow threefold in the next few years – from €471 million today to around €1.5 billion by 2023. Audio content like podcasts is growing, presenting new opportunities for advertisers – but the channel is far from being used to its full potential.
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