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Digital audio consumption has continued to rise, with consumers listening to their favorite form of digital audio 8% more between 2017 and 2018, according to a new report [SlideShare] from Adobe. With this steady rise it’s no wonder that nearly three-quarters (74%) of brands believe that audio is its own category within digital advertising.

Despite digital listening formats like digital radio still lagging behind traditional formats, digital listening has continued to grow significantly in the past few years, while other traditional formats decline.

Podcasts have also grown in popularity in the US, with the latest Infinite Dial report indicating that for the first time more than half (51%) of consumers surveyed said they had listened to a podcast. Adobe’s research found that the minutes spent per month on podcast apps has increased 14% over the past year, with an accompanying survey revealing that 1 in 4 respondents plan on listening to more podcasts this year than last.

Recognizing that this growth in digital audio consumption has significant potential – especially with one-quarter of consumers noting they have purchased a product after hearing an ad on a streaming music app or website – some 46% of brands are planning to up their investment in digital audio over the next year. About one-third (32%) of brands expect to allocate more of their ad spend specifically to podcasts.

This brings about the question of what is the most effective metric to measure campaign effectiveness.

Many brands are focusing on conversion and lift in awareness as metrics to determine effectiveness. Nearly half (47%) of respondents reported that measuring conversion has been the most effective when running digital audio campaigns, while more than one-quarter (28%) of respondents said lift in awareness was the most effective metric.

To a much lesser extent, 12% of respondents felt that click-through rate was the most effective measurement metric to use.

About the Data: Adobe surveyed 1,000 adult consumers in the US between Feb 19th-25th, 2019 and all surveyed were required to own a digital device. Adobe also surveyed 500 marketing and advertising decision makers in the US between Feb 19th-26th, 2019 and all surveyed had to work full time or be self-employed as a manager or above, working in a marketing area of their business, and perform marketing tasks.

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