From the marketing underdog in recent years, audio goes on to become the new favourite of a lot of marketers. And even if we’re not there yet (and might not be for a long time) when it comes to smart speakers and voice assistants for shopping, online radio ads have made a breakthrough and are on the right path to considerable growth in the years to come.

There are several reasons for this:

  • podcast numbers have exploded, a lot of them driven by advertising,
  • audio is more likely to elicit an emotional response and make connections with brand audiences,
  • the technology is already there to personalise audio ads, which means they’ll keep getting better at doing the above by becoming more relevant,
  • and – last but not least – audio advertising is still cheaper to produce than e.g. video, which means a higher ROI.

For more predictions on how audio fits in the future of marketing, read this article.