Advertisers spend half of the advertising budget of the digital budget in 2020 of the previous year. When using analog broadcasting, it was reduced by 16%. Listeners, Spotify and digital measurement technology undoubtedly put radio and podcasts on the map.
Therefore, in terms of accepting digital advertising budgets in 2020, digital audio is the fastest growing area. The growth rate of video and mobile devices has reached 19%, and the growth rate here exceeds 50%.
Can be derived from it 2020 online advertising expenditure report Deloitte’s activities on behalf of VIA.
Researcher: “This form of media consumption does not make us spend longer on the screen.”
The fact that advertisers are moving towards digital audio is not only caused by the corona virus. Yes, people spend more time at home and look for entertainment and inspiration beyond TV and telephone. However, the scope of digital audio is becoming wider and more diverse. Consider the rise of DAB broadcasting and the explosive growth in the number of podcasts.
A few weeks report The National Auditory Research Foundation (NLO) provides auditory numbers for digital broadcast channels. Data from January and February show that the total weekly online listening time averaged 29.6 million hours. On average, 176,443 (January) and 176,942 (February) streams are active at the same time.
The Radio Advisory Board will soon release quarterly expenditure figures for digital audio by advertisers. The first report will be released in a few weeks.already signal The organization has increased its investment in digital audio advertising by more than 75%.
Both types of reports must include digital audio channels seriously and on a large scale in their strategic media plans for advertisers and their media agencies. They are accustomed to calculating influence and effects based on accurate numbers on the Internet, video and social channels. For digital audio, this is still a guess.
In addition to broadcasting, a new field is also emerging: podcasting. In the Netherlands, several new production plants appeared last year to meet the demand for specialized facilities. This usually involves a combination of technology and development. At the international level, Spotify in particular is responsible for podcasting, whether in production, distribution, or in promotion and development.
Final report of the fourth quarter [PDF] Swedes podcast 25% of the 345 million monthly users. It was 22% in the previous quarter. One year’s listening time has doubled.
In the Netherlands, 47% of media consumers sometimes listen to podcasts.
photo: Marco Verch (Cc)