85% of UK advertisers consider digital audio effective in reaching audiences on the go

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 04, 2019, 10:17 AM UTC

Over 40% of respondents have used digital audio as part of their campaigns in the last 12 months.

A report commissioned by DAX surveyed 215 brand and media agency respondents in the UK. 81% of respondents believe that digital audio helps advertisers to be “contextually relevant” with brand communications.

85% of those polled expressed that digital audio is the most efficient way to reach consumers on the move. The report found that more than 40% of respondents said that digital audio has already been a part of their campaigns in the past 12 months, a hike of 33% from 2018.

The study anticipates that factors such as the growing popularity of podcasts, increasing adoption of smart speaker devices and with 5G having the potential to improve in-car connectivity, digital audio will continue to grow.

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