68% of UK advertisers will increase spend on audio in the next 12 months

Recent research, sponsored by the audio exchange DAX, stated that seventy-eight percent of UK advertisers will increase spend across music and digital radio, while seventy-five percent said that they will increase investment in podcasts, in the next 12 months alone.

DAX’s annual report, The Rise of Digital Audio Advertising, explores advertisers’ and media agencies’ views on digital audio in 2019 as well as their expectation for the future. Research firm MTM surveyed and interviewed 215 senior and mid-level executives at leading media agencies and UK brand owners.

Participants surveyed identified four factors driving investment in digital audio: increased podcast listening, smart speakers and connected cars, the rise of programmatic trading and cross-platform targeting opportunities.