The investment gap: Understanding the value of audio

This study, with iHeartMedia, looks at the changing role of audio and investigates whether there’s a disjoint between consumer consumption and media allocation of audio as a channel.
  • The opportunity for brands to grow with audio marketing is massive, but most brands are still under-invested and under-experienced.
  • The simple facts are consumers are listening more; audio has the most reach and delivers the best engagement; and is much more efficient and effective as an advertising platform than TV, digital or social.
  • Not only does audio offer an escape from visual overload, the fact that share of adspend is markedly lower than share of consumption means there is much less competition for consumers’ attention.
  • Audio also offers strong levels of engagement in environments that people trust....

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