By now, we are all aware that consumer media consumption shifted in 2020. In the world of audio, we saw more consumption of audio happening on smart speakers, smart and connected TVs, and gaming consoles. 68% of the Americans are now listening to online audio each month, with 37% listening to a podcast in a given month. These stats will only continue to rise with the prevalence and adoption of connected devices (Source: Edison Research).
Consumers are tuned in and advertisers looking to reach this highly engaged, passionate audience are getting on board and increasingly utilizing data-driven audience targeting capabilities. In order to move audio ad spend to a level that is commensurate with consumption, there are several challenges that the industry needs to overcome – one of the main ones being measurement.
Valued member, be sure to attend our next Audio Committee meeting on Tuesday, April 13th where we will be sharing our priorities for this year and discussing how to move the measurement conversation forward to provide the metrics that matter most for advertisers.