Mediatel Logo original-file's-desc Mediatel Logo Connected: Display Connected: Media Landscape Connected: Regional Connected: AV Connected: Surveys Connected: Direct LinkedIn LinkedIn logo icon Twitter Twitter logo icon Youtube Youtube logo icon Flickr Flickr logo icon Instagram Instagram logo icon Mail Mail icon Down arrow

Digital audio ad investment set to grow 'significantly'

04 Jul 2019  |  Michaela Jefferson 
Digital audio ad investment set to grow 'significantly'

85% of UK advertisers are planning to increase their investment in digital audio over the next 12 months, according to a new report from Global's digital audio exchange, DAX.

According to The Rise of Digital Audio Advertising report - conducted by research firm MTM - 78% of 215 senior and mid-level executives from UK media agencies and brand owners said they planned to increase spend across music and digital radio this year.

Meanwhile, three quarters plan to increase spend across podcasts.

86% of advertising agency executives and 66% of brands also said they now see digital audio as a "key" part of media strategies, while the number of stand-alone digital audio campaigns is on the rise.

“The findings in this year’s report show an extremely positive outlook for digital audio advertising," said Global's director of commercial digital, Ollie Deane.

"The ability to target a listener at the right time, in the right place and in the right context, has always been and continues to be our focus at DAX. Now, the value proposition and opportunities in digital audio are clearer, so too is the prominence of digital audio in advertisers’ media strategies."

According to respondents, the four factors driving investment in digital audio are increased podcast listening, smart speakers and connected cars, the rise of programmatic trading and cross-platform targeting opportunities.

"As new technologies continue to emerge and we see campaigns tailored to listeners in connected cars, cross platform attribution and improved measurement tools will be essential for driving the industry forward," Deane added.

Leave a comment

Thank you for your comment - a copy has now been sent to the Mediatel Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.


11 Nov 2019 

Data from Mediatel Connected
Find out more about the UK's most comprehensive aggregator of media data.

Arrange a demo

Newsline Bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

More Info

Join thousands more readers by signing-up to receive our trusted news and opinion articles over email.


Please read our privacy policy.

As you're already registered with us, we've sent you an email which will allow you to manage your communication preferences.

Nice one. We've emailed you for verification. We'd like to get to know you and if you give us your details we promise not to share it with others or spam you.

Please complete the following fields:


Please read our privacy policy.