The audio programmatic advertising landscape is evolving rapidly, and market predictions are essential to help advertisers and brands stay ahead of the curve. As we look ahead to 2023, let’s explore the trends and forecasts that provide insights into the future of this dynamic industry.

The future of audio programmatic industry

1. Explosive Growth in Digital Audio Listenership

One of the key drivers of the audio programmatic advertising market is the continued expansion of the listener base. Forecasts indicate that digital audio listeners will surge beyond existing records. In the United States alone, over 200 million people are expected to be regular listeners by 2023, according to eMarketer. US digital audio listeners will be among the most committed users across media, at 2 hours, 20 minutes (2:20) per day this year.

2. Increased Ad Spend

As the listener base expands, advertising dollars are following suit. Projections indicate substantial growth in ad spending in the digital audio programmatic sector. By 2023, global spending on digital audio advertising is estimated to surpass $6 billion, according to Statista. This represents a significant increase from previous years, highlighting the industry’s potential.

3. Programmatic Dominance

Programmatic advertising is set to play a dominant role in digital audio advertising campaigns. With its ability to automate and optimise ad placements, programmatic advertising offers efficiency and precision. Forecasts suggest that programmatic advertising will account for a significant share of overall digital audio ad spend, demonstrating its effectiveness in reaching and engaging audiences.

4. Rising Popularity of Podcasts

Podcasts have become a powerhouse in the digital audio landscape. Their popularity is expected to continue soaring, with forecasts indicating that the number of podcast listeners will surpass 160 million in the United States by 2023, according to Statista. Advertisers are recognising the potential of podcast advertising, leading to increased investment in this medium.

5. Data-Driven Targeting and Personalization

Digital audio programmatic advertising excels in delivering targeted and personalised messages. Advertisers will increasingly leverage data-driven insights to tailor their campaigns in the coming years. By 2023, advertisers will have access to advanced tools that allow for even more precise targeting based on listener demographics, interests, and behaviors.

6. Enhanced Creative Opportunities

Ad creative in digital audio advertising is becoming more diverse and engaging. Advertisers are exploring new formats, such as host-read endorsements, interactive ads, and immersive storytelling experiences. These innovative approaches will continue to evolve, captivating listeners and driving higher engagement rates.

7. Expanding Global Markets

The growth of digital audio programmatic advertising is not limited to a single region. Markets in Europe, Asia, and beyond are rapidly developing. By 2023, digital audio advertising will become a global phenomenon, with advertisers looking to tap into audiences worldwide.

In an era where ad-blocker usage continues to rise, digital audio advertising stands out as a less susceptible medium. Its resistance to ad-blockers is expected to make it an attractive option for advertisers seeking to bypass digital barriers and effectively reach their target audiences.

In conclusion, the digital audio programmatic advertising landscape is poised for significant growth and innovation through 2023. With an expanding listener base, increased ad spending, programmatic dominance, and the rising popularity of podcasts, this industry presents a wealth of opportunities for advertisers.

Data-driven targeting, enhanced creative opportunities, and resistance to ad-blockers further solidify digital audio programmatic advertising as a pivotal player in the future of advertising. Advertisers and brands that embrace these trends and insights will be well-positioned to maximise the impact of their campaigns in the ever-evolving digital audio landscape.

AdTonos in audio programmatic landscape

AdTonos allows brands to engage in programmatic purchasing of audio advertisements, offering a range of advantages. These benefits encompass:

  • A diverse audio inventory mix includes podcasts, radio, music streaming, audio articles, audiobooks, and in-game ads.
  • Advertisers can access a vast global audience with an impressive monthly reach of 228 million unique listeners.
  • Additionally, AdTonos offers curated PMP (Private Marketplace) buys tailored to meet specific advertiser objectives at competitive prices.
  • Brand safety and inventory quality are paramount, as AdTonos scans the entire audio list with the support of Protected Media.
  • Furthermore, AdTonos works with multiple DSPs (Demand-Side Platforms), including Triton, AdSwizz, Xandr, Google DV 360, Xaxis, Mobfox, SamrtyAds to enhance the reach and effectiveness of audio advertising campaigns.

Contact our programmatic professionals to learn more.