TECH SUPPLIER Aug 2020 - Market Perspective - Doc # US46787120
Audio Advertising: Automating Podcast Ads and Omni-Channel Integration Are Main Challenges and Opportunities
By: Marissa Gluck, Karsten WeideProgram Vice President, Media & Entertainment
This IDC Market Perspective provides an overview of digital audio advertising in the United States, the opportunities and challenges facing publishers and vendors in audio advertising, and recommended actions to take. As the usership of digital audio has grown to roughly two-thirds of internet users in 2019, so has advertiser spending on digital audio.
"The biggest challenge, and opportunity, in audio advertising is to distribute podcasts in such a way that ads can be sold, targeted, fulfilled, and tracked in real time or near real time," said Karsten Weide, IDC's VP of Media and Entertainment.