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The Evolution of
Digital Audio
Advertising
in Europe
AD
PG
01
in association with
Survey
Summary
HARRY HARCUS
GroupM Nexus, EMEA
Audio is a channel buzzing with opportunity as buyers and publishers
expect notable growth in the near future. As a medium that reaches
highly engaged audiences at moments when its more visual counterparts
cannot, audio is capable of complementing buyers’ wider plans and
publishers’ media offerings. Advancing the technologies that enable audio
advertising unlocks cross-channel optimisation and performance for
buyers, making audio inventory even more attractive and driving revenue
for publishers.
PG
02
DANIEL KNAPP
Chief Economist, IAB Europe
From 2018 to 2022, digital audio has outpaced all other advertising channels
*
in Europe in terms of compound annual growth rate . The pandemic
served as a cyclical catalyst for digital audio, particularly podcasts, due
to a rise in consumption. However, structural enhancements like improved
measurement, simpli?ed buying and automation continue to advance
the market. The advertising industry’s emphasis on attention in a screen
saturated media environment, quality of reach and brand safety positio。。。以下略